Case Study Writer

When to Use This Skill

• Writing a case study from raw client data
• Restructuring an existing case study for better conversion
• Building a case study library for your agency
• Adapting one case study into multiple formats (PDF, landing page, LinkedIn post, cold email snippet)
• Preparing case studies for a specific vertical or offer

The PAR Framework (Core Structure)

Every case study follows this 3-part structure:

P - Problem (The Before State)

• Client's business context (size, vertical, location)
• Specific situation before they hired you
• Metrics showing the pain (low leads, high CPA, declining revenue)
• What they tried that didn't work
• What was at stake if they didn't fix it

A - Action (What You Did)

• Strategy decisions (and why)
• Specific tactics executed
• Timeline of implementation
• Tools/platforms used
• Key insight or differentiator (what others would have missed)

R - Result (The After State)

• Headline metric (the big number)
• Supporting metrics (secondary wins)
• Timeline for results
• Business impact (not just marketing metrics)
• Direct client quote if possible

Case Study Formats

Format 1: Long-form (Website / PDF)

• 800-1,500 words
• Full PAR structure with detailed narrative
• Multiple data visualizations
• Client quote block
• CTA to work with you

Format 2: One-Pager (Sales Deck)

• 150-300 words
• Stripped to headline metric + 3 supporting points
• Logo + industry + timeframe at top
• Single hero number dominant

Format 3: LinkedIn Post / Social

• 200-400 words
• Hook → Problem → Action → Result → Takeaway
• Line breaks for scannability
• Specific numbers in the hook

Format 4: Email/Outreach Snippet

• 50-80 words
• Problem-Result compression, Action implied
• One number, one specific detail

Writing Frameworks By Vertical

Paid Ads Case Study (Google Ads / Meta)

Problem anchors to cover:

• Current CPA vs. target CPA
• Wasted spend (broad match, no negatives, bad structure)
• Conversion tracking gaps
• Audience or creative issues

Action anchors to cover:

• Account restructure decision
• Campaign architecture chosen
• Creative/ad copy approach
• Tracking fixes
• Bidding strategy shift

Result anchors to cover:

• CPA change (%)
• Conversion volume change
• ROAS or CPL
• Monthly revenue impact

Example headline metrics (paid ads):

• "Reduced cost-per-lead from $247 to $89 in 60 days"
• "3.2x increase in qualified consultations for dental practice"
• "Cut wasted ad spend by $8,400/month while doubling leads"

Lead Gen / Funnel Case Study

Problem anchors:

• Low conversion rate on landing page/funnel
• Long sales cycle
• Poor lead quality

Action anchors:

• Funnel redesign approach
• Lead qualification added
• Automation sequences built
• Tech stack changes

Result anchors:

• Conversion rate improvement
• Lead-to-appointment rate
• Time-to-close reduction
• Revenue per lead

Agency/Consulting Case Study

Problem anchors:

• Specific business goal not hit
• Operational bottleneck
• Strategic gap

Action anchors:

• Systems/process built
• Team enablement
• Measurement framework

Result anchors:

• Business outcome (revenue, margin, retention)
• Efficiency gain
• Team/client NPS

Ecommerce Case Study

Problem anchors:

• ROAS below breakeven
• High CAC vs. AOV
• Creative fatigue / scaling wall

Action anchors:

• Account restructure (ASC, creative systems)
• Creative testing framework
• Email/SMS lifecycle built
• Attribution fixes

Result anchors:

• ROAS
• Revenue growth
• LTV/CAC ratio

Metric Presentation Rules

The Headline Number

Your case study lives or dies on one number. Make it:

• Specific: "247%" not "more than 2x"
• Contextual: "in 90 days" or "with the same budget"
• Relevant: The metric the reader actually cares about

Supporting Metrics (3-5 max)

Group by category:

• Traffic/Reach: Impressions, clicks, CTR
• Conversion: CPA, CVR, leads/sales
• Business: Revenue, ROAS, LTV

What to Avoid

• Vanity metrics without business context (impressions alone)
• Percentages without absolute numbers ("500% increase!" from 1 to 5)
• Graphs without axis labels
• Comparing apples to oranges (different time ranges, attribution windows)

When Client Won't Let You Share Numbers

Use directional language:

• "Doubled qualified leads within 90 days"
• "Reduced CPA by more than half"
• "Scaled to 6-figure monthly ad spend profitably"

Or anonymize: "A $5M revenue home services company"

Client Quote Formula

Best quotes cover one of:

• Outcome: "We had to hire 2 more technicians to keep up"
• Process: "They showed up, did the work, and delivered"
• Transformation: "Before working with this team, I was ready to shut down ads entirely"

Getting Good Quotes

• Ask open-ended questions: "What was the hardest part before we started?"
• Record the call, transcribe, extract best 1-3 sentences
• Edit lightly for readability; keep voice authentic
• Get written approval before publishing

Visual Elements

Must-Have Visuals

• Client logo (get permission, use correctly)
• Hero metric as large number graphic
• Before/after screenshots (dashboards, landing pages, ads)
• Timeline graphic showing key milestones
• Headshot + name + title of quoted person

Dashboard Screenshots

• Blur out account IDs, budgets if sensitive
• Crop to the relevant metric, not the whole dashboard
• Annotate with arrows/callouts for clarity
• Compare date ranges side-by-side when possible

Repurposing One Case Study

From a single client win, create:

1. Long-form case study (website + PDF)
2. One-pager (sales deck)
3. LinkedIn carousel post (7-10 slides)
4. LinkedIn text post
5. Cold email snippet (1-2 sentence version)
6. Sales call talk track (memorized 60-second version)
7. Video testimonial (if client agrees)
8. Before/after Instagram post (if visual-friendly)
9. Podcast talking point (if you do media)

Case Study Template (Ready to Fill)

CLIENT: [Name or "A $X revenue [vertical] company"]
INDUSTRY: [Specific vertical]
LOCATION: [City, Country]
ENGAGEMENT: [Month/Year - Month/Year, or "Ongoing since X"]

HEADLINE:
[Outcome-focused, specific, with timeframe]

THE PROBLEM:
[Client's situation in their words/metrics]
[What they'd tried that failed]
[What was at stake]

THE APPROACH:
[Strategic decision 1 + why]
[Strategic decision 2 + why]
[Strategic decision 3 + why]
[Tools/systems deployed]
[Timeline of execution]

THE RESULTS:
• Headline metric: [X% improvement / $Y generated]
• Supporting metric 1
• Supporting metric 2
• Supporting metric 3
• Business outcome

CLIENT QUOTE:
"[2-3 sentences in client's voice]" - [Name], [Title], [Company]

NEXT STEPS:
[Current engagement status, what's next]

Anti-Patterns

• Writing "we did X, Y, Z" without explaining why each decision was made
• Leading with your process instead of client's problem
• Burying the result at the bottom
• Using jargon the prospect doesn't understand
• Claims without numbers or concrete evidence
• Generic "we delivered amazing results" language
• No timeframe (was that "2x growth" over 10 years or 90 days?)
• Stolen stock photo headshots - readers spot these immediately
• Making the agency the hero instead of the client

Ethics & Approval

• Always get written approval before publishing
• Respect NDAs - some clients can only be anonymized
• Don't inflate or manipulate numbers
• Disclose material limitations (seasonal effects, other variables)
• If client asks to remove later, honor it