A case study is an article that explains a client’s scenario. Generally, a case study explains the problem the client had, the solution the business provided and the benefit the client received. Sometimes, the client is named; at other times, a general description (such as “a middle-aged property investor”) may be used to protect the client’s identity. The aim of the case study is for the business to show potential clients the business has the skill and experience to solve whatever problems those clients might have.

Case studies are great for marketing. Case studies help your business by showcasing successful projects, proving your expertise and building trust. Effective case studies show potential clients you know how to solve problems just like theirs for people just like them. They educate prospects and make it easier for you to convert clients.

You should write about scenarios that feature typical client problems, involve excellent customer service and end in a positive client outcome. That way, you’ll simultaneously educate customers and promote your business.

Case studies are typically 200 to 1,000 words. A good case study provides lots of detail, to educate clients; but also omits information that is of minor importance, so as not to overwhelm people with information.

A good case study follows the problem-solution-benefit framework: it describes the problem the client had; explains the solution the business provided; and lists the benefits the happy client received from having their problem solved. Start by identifying which audience you want to target and then pick a topic that will interest them. Think of a compelling headline and share some background information for context. If you can, include the client’s name, the client’s photo and a quote. End with a call-to-action, so readers with a similar problem know what to do next.

You should avoid choosing a vague topic, including information that has no or little relevance and making your business (rather than the client) the hero of the story. Also, you should avoid being verbose, using complicated words and making the case study boring.

Ideally, you should have one case study for each problem your business solves. So no matter what problem a potential client has, there will be a case study to reassure them that you know how to solve their problem.

Make your case studies easy for potential clients to find by publishing them on your website, on social media, in blogs and in email newsletters. You can also share snippets in online groups.

Client confidentiality is very important, for both legal and commercial reasons. Before naming the client, ask for permission; if they refuse, describe them in general terms instead (e.g. “a couple in their mid-twenties who wanted to buy their first home”). If you reveal sensitive details, send the case study to the client for approval before publishing it. If a client feels that you violated their privacy, they might take legal action and leave a nasty review. Also, they won’t use your services again or send you any referrals.

If you’re a good writer and have plenty of time on your hands, you can definitely write your case studies. However, using a copywriting agency can be a smart move as professional writers communicate well, bring fresh ideas and save you time. They have the skill to make sure your stories are clear, interesting and persuasive. This will make your business look good, which could help you attract new clients and pay back your investment many times over.