The number one tip for writing great case studies: start early.
- Marie Fryer
- Oct 4
- 4 min read
I’ve been working with a client recently who is starting to build their case study library for the first time. Because their projects are big and complex, they can only take on a handful each year, which means to build their library, we’re having to go back a few years.
The stories are strong but pulling them together wasn’t easy. Details had to be dug out of old emails, project memories weren’t as sharp, and customers had since moved on to new roles. With some persistence we got there, but we all agreed: it would have been much smoother if the case studies had been captured at the time.
Now we’re doing exactly that, getting into action as new projects begin, not afterward. By starting early, we can capture details as the work progresses, make sure the customer is on board with being featured, and gather comments along the way. We can also track the results properly, so there’s clear proof of the value delivered. And as a bonus, as soon as the project wraps up, the case study is ready to go.
Read on for five practical ways you can get into action earlier to create stronger, more effective case studies.
Five key tips to writing great case studies:
Create a clear case study framework
Engage early with your customer
Define success, and track it
Think about where your case study will live
Don't forget the photos
Need help with your case studies? Check out our case study packages and get in touch.
Have a clear framework in place
When it comes to creating a great case study library, a little planning up front goes a long way. By spending time upfront you can create a content framework that outlines the types of customer stories you need, the key benefits to highlight, and the mix of industries or audiences to cover.
With this in place, you can spot strong case study opportunities earlier and be ready to capture them as they happen.
Engage early with your customer
Don’t wait until the project is finished to mention doing a case study. Bring it up at the start, include it in your contract or proposal, and keep the idea alive throughout the project can all help you get a better result. Remember that often customers may need to get internal approval before they can commit to being featured, and some customers may have blanket policies to not be featured in case studies, so it helps to have these conversations early in the journey.
Once you’ve got their approval, you can capture key comments and feedback throughout the project, making it easier to pull together the final copy, and less time-consuming for the customer to review and approve.
Define success, and track it
The most persuasive case studies include results, not just stories. Agree on what success looks like at the start of a project and make sure you have the measures in place to capture it.
According to Demand Gen's 2025 research: the biggest turn-offs when reading content like case studies are: too much sales spin (48%), not enough data to support claims (45%) and a lack of focus on business value (44%)
Think about where you case study will live
A case study for your website won’t read the same as one designed for a sales deck or social post. Decide upfront where you’ll use the story and capture the right level of detail for each channel. This way, you can repurpose one strong customer story into multiple formats without it feeling stretched or forced.
Don't forget the photos
Words are powerful, but pictures bring a story to life. Photos of the work, the team, or the end result give your case study impact in a way text alone can’t. The good news is, with today’s phones it’s easy to get decent shots along the way. Capture plenty during the project and you’ll have great visuals ready to include, and don’t rule out short video clips too.
Lock in the final details while it’s fresh.
If you’ve been following the recommendations here, by the time the project wraps you’ll have your draft case study well underway and simply need your last few quotes and approvals to get the job completed. Book in the final customer interviews, finalise your story, and get your approvals done quickly, so you’re in the best position to start promoting the story and getting results.
The takeaway
If you want to create great case studies that drive sales, don’t treat them as an afterthought, start early. Start early, plan ahead, and build the process into how you work with your customers. The result? Stronger stories, less stress, and proof that helps you win your next piece of business.
Case studies are one of the most powerful tools for B2B growth, but they do take planning, coordination and skill to get right.
If you’d like someone to take the work off your plate and deliver case studies your team will actually use, I can help. Check out my case study packages or get in touch to talk through what you need.
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