PBA Wiki · For Agencies
Case studies that convert, without overstating the result.
A good case study lets a prospect picture their own engagement. It is specific about the work, honest about the result, and clear about what the practice did and did not cause.
What a Case Study Is For
A prospect reading a case study is asking one question: could this happen for me? Your job is to make the answer easy to judge. That means showing a starting point they recognize, work they can picture, and a result they believe. A case study that only celebrates the outcome leaves out the parts that persuade.
The Structure That Works
1. The Client and the Starting Point
Who the client is, in enough detail for a prospect to recognize themselves: profession, stage, situation. Then the starting point, stated plainly: an outdated presence, an unclear message, no media track record, a career change. If you ran an audit, summarize what it found.
2. The Goal
What the client wanted, in their terms. A role, bookings, inbound clients, a launch, a reputation in a particular field. A case study without a goal cannot show success, only activity.
3. The Work
What you did, in order, and over what period. Name the deliverables. Say what the client did too: in a Done With You engagement, much of the work was theirs. Prospects trust a practice that credits its clients.
4. The Result, With Context
What changed, with evidence: a link to the feature, the invitation, the search result before and after, a quote from the client. Give the timeframe. Separate what you controlled from what you influenced. "We pitched forty outlets over three months; two trade publications ran interviews" is more credible than "we got her featured in the press."
5. The Client's Voice
A short quote from the client about the experience and the outcome, with their permission. Their words carry weight that yours cannot.
6. What Happened Next
If the engagement continued or the client went on to something bigger, say so briefly. It shows the work had lasting value.
Honesty Rules
- Publish with permission. Agree in writing what can be named. If a client prefers anonymity, describe them by role and industry, and say the details were changed or withheld at their request.
- Never invent or round up. Every number should be one you could show on request.
- Do not borrow credit. If a result came mostly from the client's own effort, a lucky break, or another firm's work, say so or leave it out.
- Label paid elements. If a result involved paid advertising or sponsored placement, say so. Presenting paid placement as earned recognition breaks trust with every reader who finds out.
- Keep it current. Remove or update case studies when facts change.
Making Case Studies Easy to Use
Write a short version for your directory profile, three or four sentences covering starting point, work and result, and link to the full version on your own site. Tag each one by client type so prospects can find the one closest to their situation. Two or three strong case studies in your lane are worth more than ten that are scattered across unrelated work.
Gathering Material Along the Way
The best case studies are planned at the start of an engagement, not reconstructed at the end. During onboarding, capture the starting point with screenshots and notes, agree on the goals you will measure, and ask whether the client is open to being featured later. At the end, interview the client while the experience is fresh.
Frequently Asked Questions
How long should an agency case study be?
Long enough to show the starting point, the work and the result with evidence; usually a few hundred words, plus a three or four sentence summary for profiles and directories.
Can I publish a case study without naming the client?
Yes, with permission to describe the work. Describe the client by role and industry, say details were withheld at their request, and keep every number accurate.
What if the results were modest?
Publish them honestly. A modest, well-documented result in a prospect's own situation is more persuasive than a dramatic one they cannot relate to or believe.
Should a case study mention paid advertising used during the engagement?
Yes. Paid advertising is a legitimate tool, but a case study that presents paid reach or sponsored placement as earned attention misleads the reader.
personalbrandingagencies.com/wiki/case-studies-that-convert/
Next Step
Put the practice in front of prospects who check.
Listing is free, vetting is the same for every practice, and nothing about a listing can be bought. Read the standard, then apply.