Key points in 30 seconds
- A good case study has four parts: context, challenge, solution, results.
- Quantified results and a customer quote create credibility.
- Get the customer's written approval before publishing, or anonymise.
- A case study can be reused: web page, sales PDF, LinkedIn post.
Choose the right case
Select a customer representative of the audience you want to attract, with a measurable result and a contact willing to speak. A modest case close to your prospects convinces better than a spectacular one in another industry.
The four-part structure
| Part | Content | Length |
|---|---|---|
| Context | Who the customer is, industry, size, market | 2 to 3 sentences |
| Challenge | The problem, with its concrete consequences | One paragraph |
| Solution | What you did, step by step | A short list |
| Results | Figures, timelines, customer quote | Highlighted |
Making results credible
- Give precise figures and their period: "+38% qualified leads in six months".
- Add a customer quote, in their own words.
- Mention what didn't work first time: it reinforces sincerity.
VSIA Services cases are presented on the Case Studies page.
Approval and distribution
Send the text to the customer for approval and get written consent, especially for their name, logo and figures. Then publish the case on a dedicated web page, in a PDF for salespeople, in LinkedIn posts and in your proposals.
Preparing the client interview
The material for a good case study comes from a 30 to 45-minute interview with the client, ideally the person who led the project on their side. Send the questions in advance and record the conversation, with their consent, so you can quote their exact words.
- What was the situation before we got involved, and what made you act?
- Which other solutions did you consider, and why did you choose us?
- How did the project go, and what surprised you?
- What results have you seen, and how do you measure them?
- What would you say to a leader who is hesitating?
The second question is often the most useful: it reveals the arguments that really weighed in the buying decision.
Example of a written structure
Here is the outline of a one-page case study for a sales structuring project.
- Title: the main result, with a figure. "An industrial SME increases qualified leads by 38% in six months."
- Context: 80-employee SME selling technical parts to manufacturers, five salespeople.
- Challenge: no shared process, forgotten follow-ups, no reliable forecast; the CEO spent evenings consolidating spreadsheets.
- Solution: pipeline audit, six-stage sales process, CRM rolled out in three weeks, team training.
- Results: +38% qualified leads, sales cycle cut from 45 to 28 days, 90% CRM adoption.
- Quote: two sentences from the CEO on what changed in their day-to-day work.
Mistakes that weaken a case study
- Talking about yourself rather than the client: the hero of the story is the client, not your method.
- Vague results: "a clear improvement" convinces nobody. Without a figure, at least give a timeframe or a verifiable fact.
- Internal jargon: prospects must understand without knowing your offer.
- Text that is too long: beyond one page, readers drop off. Keep the detail for the sales conversation.
- A case never updated: go back to the client a year later to refresh the figures.
Using the case study in the sales cycle
A case study is useful at every stage of the sale, not just on the website.
| Stage | Use |
|---|---|
| Prospecting | A link to the case from the same sector in the first message |
| First meeting | Two minutes telling the case closest to the prospect |
| Proposal | A dedicated page with the results achieved |
| Follow-up | A new case sent to a prospect who is hesitating |
| Referral | Introducing the prospect to the client featured, with their consent |
Optimising the case study for Google and AI assistants
A well-built case study page also attracts traffic. The page title names the problem solved and the sector, for example "invoice automation for a distributor". Figures appear in the text, not only in an image, so that Google and AI assistants can read and cite them. Add a short FAQ and a link to the relevant service.
Each case study then becomes verifiable proof of your expertise, which answer engines value. See our guide on SEO and GEO.
How many case studies do you need?
Aim for at least one case study per service and per target sector. For an SME, three to six well-chosen cases are often enough to answer most prospects' objections. Plan a new one every quarter: it is also a great reason to get back in touch with a satisfied client.
Frequently asked questions
What is a customer case study?
Content that tells how a customer solved a problem with your offer, with the context, the solution implemented and the results achieved.
Do you need the customer's consent to publish a case study?
Yes. Get written approval for the text, name, logo and figures, or anonymise the case.
How long should a case study be?
One page is often enough: a few sentences of context, a paragraph on the challenge, a list of steps and highlighted quantified results.
How do you get figures from a client for a case study?
Agree on indicators with them at the start of the project, with a baseline. At the end, you simply compare. If the client will not publish figures, express them as percentages or timeframes.
Can you publish an anonymous case study?
Yes. Describe the sector, size and market without naming the client. It remains useful, even if a named case with a quote is more convincing.