A man and a woman shake hands in a modern-looking kitchen. The man is wearing a blue apron over a blue-and-white plaid shirt. A tank of insecticide and spraying wand are hanging from a strap over the man's shoulder. The woman has long dark hair and wears a peach-colored blouse. The kitchen is minimalist, with white cabinets and drawers and a black countertop against a blue-gray wall.
A good case study will go beyond just a positive review. The case study should tell the story of how a customer's problem was solved with the help of your product or service. — Getty Images/AndreyPopov

A case study shares how a customer overcame a problem using your product or service. An effective case study can build customer loyalty, create social proof, and increase sales. Here are seven steps to writing a customer case study.

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Use a template

Learning how to write an effective case study takes time, so if you’re new to this process, you may want to use a template. You can choose different templates based on your industry or depending on the type of case study you want to write.

For example, you’ll structure a marketing case study differently than a product-specific one. Take some time to determine the goal for your case study before choosing a template.

Choose an engaging headline

Your headline is one of the most important elements of your case study. You want it to include all the relevant information while still capturing the attention of your prospects and customers.

The headline should state the customer's name and reference the results achieved by using your product or service. That way, even if someone doesn't read the entire case study, they'll understand the general overview. It’s a good idea to come up with five to 10 sample headlines and then pick the best one.

Your headline also provides a good opportunity to target specific SEO keywords. Look for a high-volume keyword that is easy to rank for to include in your headline.

Make it easy to read

Formatting is one of the most important elements of a good case study. No matter how interesting your case study is, no one will want to read it if it’s a giant wall of text. Your case study should be easy to skim and include lots of headers, images, and bulleted lists.

Correct formatting makes it easier for readers to find the most valuable elements of your case study. Make sure to include a summary that ties everything together for the reader.

Once you’ve completed your case study, you want to get it in front of as many people as possible.

Tell a story

Storytelling will set your case study apart from other businesses in your industry. Your case study should focus on the customer and their journey while using your product or service.

Paint a clear picture of your client’s problem and what their life was like before they found your company. What was the process that led them to your product or service? Then, use data to demonstrate the transformation that took place for your client.

[Read more: How to Use Storytelling as a Leadership Tool]

Include quotes from your client

You should include relevant quotes from your client throughout your case study, especially when describing the results. Using your client’s words to describe how your product helped them will make the case study more credible.

However, it’s important to make this process as easy as possible for your client. Give them the option to do an interview over the phone or Zoom, and make sure it doesn’t last longer than 20 minutes.

Be as upfront as possible about where the case study will be published and how publication can benefit your client. When you're done, send a draft to the client for their approval before finalizing your case study.

Include a CTA

Make sure to include at least a passive call-to-action (CTA) at the end of your case study. Give interested readers an easy way to learn more about your products or services and how they can work with you.

Promote your case study

Once you’ve completed your case study, you want to get it in front of as many people as possible. You can download it as a PDF and use it as a lead generator on your website.

You can also share snippets from your case study across your social media profiles. And be sure to give the case study to prospective clients to help them understand how your solution works.

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