The case page is the easiest to win over prospects — and the easiest to botch. The usual botch: writing cases as a portfolio — “I made this and that” — without saying what problem was solved or what changed. A good case isn’t a pile; it’s a story.
Use “Context → Approach → Result”
Every case should answer three things:
- Context: where the client was stuck and why change was needed
- Approach: how you judged it, what method you used, how it landed
- Result: what observable change finally happened
This structure lets readers project themselves — “I have this problem too” — then watch you solve it and see the payoff. That’s how trust forms.
Make Results Specific
“Improved efficiency” is empty. “Time per piece dropped from 6 hours to 2” has force. Quantify where you can (time, conversion, cost, output); where you can’t, still write a concrete process result, like “built a reusable content workflow.” Specificity is the precondition for credibility.
Highlight Your Judgment, Not Just Execution
Clients can find plenty of people who “execute.” The truly valuable part of a case is what you decided at the fork — why this approach over that one. Write the judgment out and the case shows your expertise, not just labor.
One Real Case Beats Three Hollow Ones
Better to show one or two real, complete, results-backed cases than a row of vague placeholders. If you don’t have a public client case yet, use your own project review — written in the same three parts, it proves capability just as well. Real always beats many.