Guide · Updated October 2026

How to Write a Case Study for Your Small Business Website

A simple guide to writing a small business case study: the five-part structure, questions to ask your client, an example outline and where to use it on your website.

How to Write a Case Study for Your Small Business Website

Short answer: A case study tells the story of one customer: their situation, the problem, what you did, and the result, ideally with numbers and a quote from them. Keep it short, specific and honest, and end with an invitation for similar customers to get in touch.

Why case studies work

A testimonial says 'they were great'. A case study shows why. For higher-value services like renovations, consulting, marketing or bookkeeping, buyers want to see that you have solved a problem like theirs before.

The five-part structure

1. The client

Who they are in a sentence or two. 'A family-run bakery in Galway with two shops and a growing online order book.'

2. The challenge

What was wrong or what they wanted. Be concrete: slow website, missed calls, messy books, a dated kitchen.

3. The approach

What you did and why. Show your thinking, not just a list of tasks. This is where readers judge your expertise.

4. The result

What changed. Use real numbers if you have them and permission to share: more bookings, time saved, project finished on schedule. If you do not have numbers, describe the change clearly.

5. The client's words

A short quote from the client adds a human voice and credibility.

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Questions to ask your client

A ten-minute call usually gives you everything you need:

  1. What was happening before you contacted us?
  2. What had you already tried?
  3. Why did you pick us?
  4. What surprised you about working with us?
  5. What is different now?
  6. Can we use your name, business name and photos?

An example outline

Title: How a two-van cleaning company doubled its online enquiries

  • Client: Domestic cleaning firm, Manchester, five staff
  • Challenge: Old site, not mobile-friendly, few enquiries from Google
  • Approach: New fast site, separate service pages, booking form, Google profile cleanup
  • Result: describe the before and after you actually measured
  • Quote: one or two sentences from the owner

Note: only publish numbers you can back up. Rounded, honest figures beat impressive invented ones.

Writing tips

  • Use a headline that states the result.
  • Keep it between 300 and 800 words.
  • Add before and after photos where relevant.
  • Write in plain English; avoid jargon.
  • Get the client to approve the final version.

Where to use case studies

Link them from the matching service page, feature one on your homepage, and send them to prospects who are deciding. A case study page also gives Google more relevant content to index.

The bottom line

A good case study is a short, true story with a clear before and after. Pick your best recent project, ask the client a few questions, and publish it where prospects are deciding. If you need somewhere to show it, see how our sample sites present work.

Frequently asked questions

How long should a case study be?

Usually 300 to 800 words, with headings, a clear result and a client quote.

Do I need numbers in a case study?

Numbers help, but only use real ones you have permission to share. A clear description of the change also works.

Do I need the client's permission?

Yes. Get approval for their name, business name, photos and the final text.

Where should case studies go on my website?

On a dedicated page, linked from the matching service page and featured on your homepage.

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