Part of our guide: How to get more Google reviews for your business.
Written by Dan Sagar, FoundationsAI. Updated October 2026.
A case study that sells shows a prospect that someone like them had the same problem, and that you solved it with a clear, measurable result. Keep it to four parts (the problem, what you did, the result and the customer in their own words) and around 300 to 600 words. Use real numbers wherever you can, and put it where prospects are deciding.
The four-part structure
| Part | What to include |
|---|---|
| 1. The problem | Who the customer is, what was going wrong and what it was costing them |
| 2. What you did | The steps you took, in plain English |
| 3. The result | Numbers if you have them: time saved, money made, jobs won, problems solved |
| 4. In their words | A short quote from the customer |
A real example
Here's a short version of one of our own:
The problem: A fire safety business had enquiries arriving by website, phone and email, some written on paper, some in phone notes and some in an old spreadsheet. Missed calls weren't followed up, and quotes went out but weren't chased.
What we did: Put every enquiry into one inbox, tagged by where it came from. Set up instant text and email replies with booking links, automated follow-up on quotes, and a visual pipeline from enquiry to finished job.
The result: Lost jobs recovered, the owner's week freed up, and a 64% rise in servicing income in his first year.
In their words: "Dan is helping me with my business and I forget to say how good he is to me. He is passionate, highly motivated and completely versed in building your business." Darren, fire safety
Choosing the right job
- It looks like the work you want more of.
- It has a clear before and after, ideally with numbers.
- The customer is happy to be named. Always ask permission first, and let them check it before you publish.
Tips that make it work
- Lead with the result in the headline: "How a fire safety business grew its servicing income by 64%".
- Use real numbers, and say if they're estimates.
- Add photos of the job, the team or the customer.
- Write it in plain English. No jargon.
- End with a next step, such as booking a call.
Where to use it
- On the matching service page of your website
- In your follow-up emails to people who haven't booked
- Attached to quotes for similar jobs
- On social media and LinkedIn
See also how to show reviews on your website.
Common questions
How long should a case study be?
Around 300 to 600 words is plenty for a service business.
Do I need the customer's permission?
Yes. Ask before you write it, and let them check it before it goes live.
What if I don't have exact numbers?
Use honest estimates and say they're estimates, or describe the before and after in words.
What's the difference between a case study and a review?
A review is the customer's opinion. A case study tells the whole story, from the problem to the result.
Want help telling your customers' stories?
Book a 45-minute demo and we'll show you how case studies and reviews can be collected and used in your follow-up.