Case studies
and the story behind them

Yes, frequently. A case study without exact figures can still persuade, as long as it is specific about everything else.

There are several ways round a ban on numbers. Percentages or ranges often clear approval where absolute figures do not. An anonymised version can describe the sector, the size of the company and the problem without naming the client. A named quote about what changed, in the client’s own words, carries weight even with no figures attached. And before-and-after descriptions of a process, such as fewer steps or a shorter approval chain, are concrete without revealing revenue. The hard part is usually asking in the right way and showing the client exactly what will be published. That conversation, and the sign-off that follows it, is a large part of what we handle.

An About page states facts about your company; brand storytelling explains why the business exists and why that should matter to the person choosing it.

A typical About page lists the founding year, the team and the services. Useful, but it rarely changes anyone’s mind. Storytelling connects your origin, your way of working and your clients’ results into one consistent account that appears across the website, sales decks, recruitment material and social channels. It is most valuable when you are genuinely different from competitors but nobody can tell from your current material. It is not about inventing a dramatic founding myth. The strongest brand stories are usually plain, specific and true, and they are backed by case studies that show the claim working for real clients.

Start with the client’s problem in their own words, show what was done step by step, and end with a result the reader can check.

Buyers read case studies to see whether a company like theirs, with a problem like theirs, got a result they would want. So the structure we use is situation, problem, approach, result and proof. The problem is told from the client’s side, because that is where the reader recognises themselves. The approach is specific enough to be credible, including what was difficult. The result is stated with figures where the client allows it, plus a direct quote. We keep it short enough to read in a few minutes and produce a one-page version for sales teams to send after a meeting.

The writing is the quick part; the timeline mostly depends on how soon the client can be interviewed and how long their approval takes.

A case study runs in four steps. We prepare by reading the project material and agreeing the angle with you. We interview the client, usually by video call for under an hour, and the people on your side who did the work. We write the draft and, where agreed, photograph or film the people and the work. Then the client reviews it, which can involve their marketing or legal team. We agree a target date with you at the start and keep the client’s part as light as possible, with clear questions and a single review round, so that approval does not become the bottleneck.

Usually both: a written page that people can find, skim and quote, and a short video that makes the client’s voice and face credible.

A written case study is searchable, easy to update and works for buyers who want detail. It can also be quoted by AI answer engines, which a video alone cannot. Video adds what text struggles to show: the client saying it themselves, the work in its real setting and the people involved. It suits social media, presentations and the top of the case study page. Producing both from one interview and one visit saves time for everyone, especially the client. When budget only allows one, we normally recommend the written page first and short video clips from the interview second.

Ask soon after a good result, make it easy to say yes, and promise that nothing is published without their approval.

Timing matters more than wording. The best moment is shortly after the client has said something positive, while the result is fresh. Explain what is involved: a short interview, a draft to review and full control over what is published. Offer options, such as a named version, an anonymised version or a quote only, so a cautious client still has a way in. Point out what they gain too, such as visibility, a link to their site and a story their own team can share. We can make the request on your behalf or brief you on what to say, and we handle the interview so your client relationship is not spent on logistics.