How to maximise your case studies


In a previous post, we looked at the benefits of case studies and why they increase your reach and influence. case study

The structure of a case study entry in the content management system  is designed to help you make the most all of those benefits – of particular importance is the scope of the case study and the details provided in its description.

Below we step through 8 elements of a case study on CMS case study screenshot

1. Category

  • Select the best area of work in which to present your case study.

2. Title

  • The title is displayed in results from a text-based search, in sets of category results when they are viewed as a list, and on the entry page itself.
  • Rather than simply referencing the location of the project, a good case study title should refer to the problem, solution or benefit, to attract the interest of buyers.

3. Images and captions


  • The image in position 1 of your case study will be used as the main gallery image.
  • Like the entry title, the gallery image is displayed in results from a text-based search, in sets of category results viewed as a list, and on the entry page itself.
  • Choose a sharp, high-quality image that will catch the eye and compete with other entries – an overview of a completed project provides good context.


  • Image captions operate as the ‘alt tag’ of the image, which is valued highly for SEO.
  • Give each image a different caption.
  • Use a series of captions to tell the story about the case study.

4. Key data

  • Make sure that for each case study entry you have filled in every key data field: client, contractor, consultant, products delivered, date completed, and contract value.
  • This data ensures that your entry appears in the results for relevant searches.
  • It also allows users to refine by industry sector so they can browse case studies that address similar challenges.
  • The key data appears in tabulated form when a number of entries are compared – entries with blank fields make a poor impression compared with those with a rich and complete set of data.

5. Description

In a recent post about product entries on we ran through ‘Six writing tips that will increase your reach and influence’. The same rules of thumb apply to case study entries as well, but in the case study ‘description’ we provide a three-part structure:

1. What was the requirement / problem?

Case studies address a specific requirement, and at the outset of a project there can be a number of challenges that demand a specialist solution. Clicking the links under the following bullet points will show you an example of a case study published on that illustrates the point.

2. What did you do, what was the solution provided?

A case study typically covers a bespoke solution, which is sometimes complex and involves multiple products, but can also be a simple yet creative solution, delivered with an innovative approach to overcome the challenges presented.

The things that add real value to a client – your special expertise or services – are often a key component over and above the product or systems chosen.

3. What was the outcome / benefit to the client?

The case study should conclude by demonstrating how your expertise delivers a better outcome for the client or end user.

By following this pattern, you can tell a compelling story, providing an example that potential clients can relate to and identify with (requirement), the proof of your capabilities to help (what did you do), and evidence of the after-effects of your services and involvement from the perspective of someone like them (outcome / benefits). CMS case study text boxes screenshot


  • Downloads with more details or technical information can be attached.

7. Linked entries

  • Link your case study entry with relevant product entries on
  • Multiple products were delivered, these can provide cross-selling opportunities.
  • Linked products also refer back to the case study.

8. Contact details

  • Provide a direct URL to corresponding case study information on your own or a third-party website, to provide additional background data and another perspective on the project.
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One Response to “How to maximise your case studies”

  1. Why case studies increase your reach and influence | digital marketing Says:

    […] Digital marketing insight from « How to maximise your case studies […]

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