Case studies come in all shapes and sizes, but ultimately they’re just true stories about your customers and how your business affected them.
All case studies share a common structure. They describe a transformation: a “before” and “after”, or a “problem” and “solution.”
Effective case studies structure their stories around four key elements:
Not every case study has to include all four elements – as long as it’s telling a relevant story with a strong before and after, it’ll add another dimension to your brand’s marketing and content.
Here are a few examples of different case study formats, styles, and types:
| Case Study: | Difficulty: | The Story It Tells: |
| The Review | 1 ⭐️ | [SUBJECT] suffered from [PAIN], then she went to see the [BUSINESS], now her [PAIN] is gone. |
| Before / After | 2 ⭐️⭐️ | [SUBJECT] looked like [BEFORE IMAGE], then he worked with [BUSINESS] and achieved these incredible results → [AFTER IMAGE]. |
| Quick Hit | 3 ⭐️⭐️⭐️ | [SUBJECT] struggled with [PAIN], then started using [SOLUTION], and now the [KEY METRIC] has changed dramatically, going from [BEFORE STAT] to [AFTER STAT]. |
| Downloadable | 4 ⭐️⭐️⭐️⭐️ | [SUBJECT] was facing [EXPENSIVE PAIN], which was costing them [$$$]. Then they implemented [SOLUTION] and solved their problem. [KEY METRIC] went from [BEFORE STAT] to [AFTER STAT]. |
| Video Study | 5 ⭐️⭐️⭐️⭐️⭐️ | [SUBJECT] was dealing with [PAIN], then he hired [BUSINESS] to [SOLUTION]. Now the [PAIN] is gone – look! |
The “Review” Case Study:
“The Review” Template: [Google Doc Link]
To Edit: File → Make A Copy
Description: Most reviews on Yelp, Facebook, and other sites are one or two liners that simply grade a business. Dig a little deeper, though, and you’ll find extended reviews that tell a story – just like a mini case study!
The Story: “[SUBJECT] suffered from [PAIN], then she went to see the [BUSINESS], now her [PAIN] is gone.”
Purpose: Attract new customers who resemble the reviewer.
Target audience: People struggling with a similar pain.
Difficulty: ⭐️ 1 star out of 5.
Example From Real Life:
Before: Sophie suffered from back pain
After: Sophie felt “so much better” thanks to Back In A Flash.
The Classic Before / After Photo Case Study:
The Classic Before / After Photo Template: [Google Doc]
To Edit: File → Make A Copy
Description: Sometimes it’s better to just show a change. Case studies with striking visual transformations should highlight before and after photos, then use text to flesh out the story’s details.
The Story: “[SUBJECT] looked like [BEFORE IMAGE], then he worked with [BUSINESS] and achieved these incredible results → [AFTER IMAGE].”
Purpose: Inspire change (and convert readers to clients)
Target audience: People looking for a similar transformation – especially one that’s highly visual.
Difficulty: ⭐️⭐️ 2 star out of 5.
Example From Real Life:
Before: Adam struggled with heartburn and excessive sweating.
After: Adam dropped 18 lbs and 10% body fat, no longer had heartburn and morning sweats, and impressed his wife with his new physique.
The Quick Hit Case Study:
The Classic Before / After Photo Template: [Google Doc]
To Edit: File → Make A Copy
Description: Plan on featuring a case study on your site? You’ll have to use a format that’s easy to scan but still hits home with a clear story structure. The Quick Hit layout is great for case studies that include impressive stats and other visual elements (like simple infographics).
The Story: “[SUBJECT] struggled with [PAIN], then started using [SOLUTION], and now the [KEY METRIC] has changed dramatically, going from [BEFORE STAT] to [AFTER STAT].”
Purpose: To sign brands similar to the case study’s subject.
Target audience: Brands struggling with a similar pain point that would be solved by your product/service.
Difficulty: ⭐️⭐️⭐️ 3 stars out of 5
Example From Real Life:
Before: Disney struggled to track online campaigns converting into offline ticket sales.
After: They hired Jumper.ai and started selling directly on social channels, allowing them to track their campaigns properly, leading to an 18X rise in page engagements and 68% sales conversions.
The Downloadable Case Study:
Template: [Google Doc]
To Edit: File → Make A Copy
Description: If your case study gets into extended details and technical specifications, offer a 3-10 page PDF download with a developed story. You can use the Quick Hit version on your site and offer a more in-depth version as a download.
The Story: “[SUBJECT] was facing [EXPENSIVE PAIN], which was costing them [$$$]. Then they implemented [SOLUTION] and solved their problem. [KEY METRIC] went from [BEFORE STAT] to [AFTER STAT]”
Purpose: To sell technical projects and big ticket items.
Target audience: Commercial operations, people with expensive technical problems, or anyone who needs a little convincing before making a big investment.
Difficulty: ⭐️⭐️⭐️⭐️ 4 stars out of 5
Example From Real Life:
Before: Airport couldn’t make major upgrades without ensuring energy savings
After: They hired Cree to install LEDs and ended up saving much more than the minimum benchmarks, which resulted in a huge annual savings in their power bill.
The Video Case Study:
Template: [Google Doc]
To Edit: File → Make A Copy
Description: Video case studies can be powerful because they allow your audience to hear from happy customers. These videos can be professionally shot or as simple as a 30-second smartphone recording (like the one below).
The Story: “[SUBJECT] was dealing with [PAIN], then he hired [BUSINESS] to [SOLUTION]. Now the [PAIN] is gone – look!”
Purpose: To highlight personal stories and happy customers.
Target audience: People who’d like to hear from other buyers.
Difficulty:⭐️⭐️⭐️ 3 stars out of 5
Example From Real Life:
Before: Subject was paying a big electricity bill
After: He hired CAM Solar to install a rooftop solar system and now pays a much smaller bill – and he’s pretty happy about it!
Dan McDermott – Danmcd.me
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