Below is a structured format for presenting case studies on your website. E-E-A-T (Experience, Expertise, Authoritativeness and Trustworthiness) is incorporated, so your cases will resonate with both your audience and Google’s guidelines. You can copy this template to work on your own case studies.

1. Key elements

• Meta Title - Mention the company name and industry of your client.

• Meta Description - Provide a quick summary of what’s done and the result.

Example:

[company] Achieved Major Results with [product] in [industry]
Find out how [company] leveraged B2B SaaS to boost efficiency with 25%. Real results, key insights and expert recommendations.

• URL - Keep it short and recognisable (domain.co-uk/case-studies/[industry]-company).

2. Headline (H1)

Your headline should quickly tell the main message in a clear and engaging way. It’s usually the page title and often matches the main heading (H1). Make sure it’s fully visible on all screen sizes so your message isn’t cut off.

Example:

‘How [company] Increased Their Revenue by 1 Billion Dollars’

Track the Click-Through Rate (CTR) on your overview pages in GA4 (Google Analytics 4) to see which headlines attract the most visitors. Use this information to improve your wording and boost engagement. Feature the most popular case studies to highlight your best success stories.

3. Introduction

The introduction should be a summary of the case study:

• Introduce your client and describe the situation before the intervention.

• Mention the industry, market position, company size and other relevant details.

• Explain how and why they came to you.

• This emphasizes your experience with similar scenarios and your credibility in the market.

Example:

‘This case study is about a mid-sized B2B manufacturing business with around 150 employees. They encountered recurring production issues and looked for an efficient way to streamline their assembly line.’

4. Challenge

Clearly explain the challenge or problem your client was facing. Use facts and numbers to show the impact on their business. Highlight how it affected operations, costs or customer satisfaction. Addressing real issues with concrete data makes your case study more credible and trustworthy.

Example:

‘The production line had an 8% error rate, leading to high rework costs. This also caused delivery delays and put customer satisfaction at risk.’

5. Goal

Start by clearly defining the goals or key performance indicators (KPIs) agreed upon at the beginning. Show the specific, measurable results the client wanted to achieve, making sure they are realistic and trackable. This not only proves your expertise but also builds trust by showing a focus on real results.

Example:

‘Our goal was to reduce product defects from 5% to below 2%, minimizing waste and improving overall quality. By optimising our processes, we ensured higher efficiency and customer satisfaction.’

Setting clear goals like these makes it easier to track success and highlight real improvements.

6. Solution

Clearly outline the step-by-step process your team followed to solve the client’s challenge. Explain the methods, tools and strategies used and reference industry best practices to reinforce your expertise. Show who was involved in executing the plan and their level of experience.

Describe a process like:

1. Analysis - Assessed current processes, interviewed staff and collected data.

2. Development - Designed the solution, built models or prototypes and tested initial versions.

3. Implementation - Rolled out the system, trained employees and integrated it into daily operations

4. Optimisation - Monitored performance, made adjustments and ensured long-term success.

7. Result

Provide concrete evidence that your solution worked. Use statistics, before-and-after comparisons and client testimonials to highlight success. Show how the outcomes align with the original goals.

Example:

‘Thanks to the new system, we save around €200,000 per year and our customers are far more satisfied.’

Include screenshots of dashboards, graphs or performance reports for visual support.

8. Lessons Learned

Every project comes with difficulties and being open about them makes your case study more credible. Instead of only focusing on success, acknowledge any obstacles you faced and how you worked through them.

Example:

‘During the first month, we faced compatibility issues with the existing ERP system. Our team developed a custom integration to resolve the problem. While this delayed the rollout by two weeks, it ensured a smooth deployment.’

Highlight how these learnings improve future projects.

9. Call to Action (CTA)

Make it easy for the reader to take action by connecting a case study to their own needs.

Example:

‘Want to reduce errors like [company] did? Let’s talk about how we can help!’

The reader should feel like taking the next step is the obvious choice.

10. Are you E-E-A-T proof?

Be truly critical to yourself:

• Did you reference credible third-party reports, studies or benchmarks to support your claims?

• Have you highlighted credentials, technical skills or relevant experience to establish authority?

• Are official reports, expert opinions or industry studies included to add credibility?

• Have you obtained client consent, shared real figures and provided a clear, honest analysis of results?