Case Study Template
Tell customer success stories that build credibility and drive conversions. A structured framework for problem, solution, results, and social proof.
Best for: B2B companies with customer stories to tell at bottom of funnel
Customer Overview & Context
200-350 wordsIntroduce the company, their industry, size, and the specific challenge they faced. Make the customer relatable to your target buyer — prospects should see themselves in this story. Include enough detail to be credible without breaking confidentiality.
The Challenge
250-400 wordsDescribe the specific problem in the customer's words. Quantify the pain: time wasted, money lost, opportunities missed. This section should make your target reader nod and think 'that's exactly my situation.' The more specific the pain, the more compelling the solution.
The Solution & Implementation
300-400 wordsExplain how your product solved the problem. Be specific about what was implemented and how long it took. Include the decision-making process — why they chose you over alternatives. This is where you sell without selling.
Results & Metrics
250-400 wordsLead with hard numbers: revenue increase, time saved, cost reduction, efficiency gains. Use before/after comparisons. Include both immediate results and long-term impact. If you can't share exact numbers, use percentages or ranges.
Customer Quote
100-200 wordsInclude 1-2 direct quotes from the customer — ideally from someone with a recognizable title (CEO, VP Marketing). The quote should validate the results and express genuine enthusiasm. Real quotes are more credible than paraphrased endorsements.
Key Takeaways & CTA
150-250 wordsSummarize the 3 most important outcomes. Frame takeaways as applicable to the reader's situation. End with a CTA that matches the buying stage: request a demo, start a trial, or talk to sales.
Pro Tips
The best case studies are told as stories, not reports. Use narrative structure: situation, tension, resolution. A case study that reads like a story gets shared 2-3x more than a data dump.
Always include specific numbers. '40% increase in organic traffic' is compelling. 'Significant improvement' is not. If the customer won't share exact figures, use ranges or percentages.
Create a 'case study interview kit' — a set of 10 standard questions you ask every customer. This makes case study production repeatable and ensures you capture the data points that matter.
Frequently Asked Questions
How do I get customers to agree to a case study?+
Ask within 30 days of a successful outcome when enthusiasm is highest. Offer to let them review the final draft. Many customers appreciate the exposure — frame it as a co-marketing opportunity, not a favor.
How long should a case study be?+
1,500-2,500 words for the full written version. Also create a one-page summary and a 3-5 slide presentation version. Different sales stages need different formats — give your sales team options.
Where should case studies live on my site?+
Create a dedicated case studies section, but also embed relevant case studies within blog posts, landing pages, and product pages. Case studies work hardest when placed where buying decisions happen, not buried in a separate section.
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