Case studies sell when they reduce uncertainty
A case study is not a trophy page. It is a trust page. The reader is trying to answer a simple question: “Is this the kind of partner who can handle my situation?” If your case study helps them answer that, it works. If it only celebrates your work, it does not.
What makes a case study credible is first‑hand detail. Show the real constraints, the decisions you made, and the evidence that the outcome changed something meaningful for the client.
If you want a framework for how this fits into your site, review the service page anatomy guide and the contact page design guide. A case study is usually the proof that supports both.
Lead with the outcome, then explain how you got there
Plain language guidance says to state the major point first before adding detail. That is perfect for case studies. Start with the outcome in one clear sentence. Then explain the problem, constraints, and decisions that made the outcome possible. See the plain language principles for the “major point first” guidance.
This approach keeps the reader oriented. They know where the story is going, and they can decide quickly if the case study is relevant to their situation.
Show the real constraints, not just the highlights
Trust is earned by being reliable, consistent, and honest. That is a USWDS design principle, and it applies to case studies too. When you show real constraints, tradeoffs, or risks, the story feels grounded and believable. See the USWDS design principles.
This is also where most case studies fail. They skip the hard parts, then buyers assume the results were either easy or exaggerated. A single paragraph about constraints solves that problem.
Keep the structure simple and scannable
Plain language guidance recommends headings, short paragraphs, and one idea per paragraph. You do not need a long report. You need clarity. A simple structure works:
- A short outcome statement
- The problem and context
- Constraints and decisions
- What changed and why it mattered
Use headings that say what the section is about. If a reader only scans the headings, they should still understand the story. The plain language principles emphasize this exact approach to make reading easier.
If your case study is long, add internal links to relevant proof. For example, link to case studies, your reviews page, or related insights like business website redesign ROI.
Tie the proof back to the buyer’s decision
A good case study does not end with a victory lap. It ends with clarity. You want the reader to understand what changed, why it mattered, and whether your approach fits their situation. If the next step is a detailed intake, link to the project brief. If they have questions, point them to contact.
This keeps the flow calm and straightforward. It also makes your case studies support your broader site journey instead of standing alone.
If you want to see how this supports conversion, revisit the contact page guide and your main services overview. Case studies are most effective when they are part of that path.
