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Case study templates you can fill in today
Four copy-paste formats — the full website version, a one-paragraph version for proposals, an X thread, and one for when the client has no numbers — plus a filled-in sample so you can see what each bracket becomes.
The full case study template
Your website, your portfolio, a PDF you attach to proposals. 300–600 words.
HEADLINE [Result] in [timeframe] for [type of client] CHALLENGE Before we worked together, [client type] was [situation]. The cost of that: [what it was breaking — money, time, missed deals]. They had already tried [previous attempt] and it [why it didn't work]. SOLUTION We [the work, in plain language]. The decision that mattered: [the non-obvious call you made]. What we deliberately did not do: [the thing most people would have done]. RESULTS - [Metric]: [before] → [after] in [timeframe] - [Second metric or observable change] - [A business consequence the client actually feels] WHY IT MATTERS [One or two sentences on what this means for anyone with the same problem.] CUSTOMER QUOTE "[Their own words — unedited except for filler.]" — [Name], [Role], [Company]
The one-paragraph version
Proposals, DMs, cold email, the middle of a sales call.
[Client type] came to me with [problem]. I [what you did], and within [timeframe] [main result, with the number]. Their words: "[short quote]". If you're dealing with [same problem], that's the kind of change we'd be aiming for.
The X thread template
Posting the case study as social proof without it reading like an ad.
1/ [Client type] went from [before] to [after] in [timeframe]. Here's exactly what we changed. 2/ The problem: [the situation, described so a stranger with the same problem recognises themselves]. 3/ What most people would do: [the obvious move]. We didn't, because [reason]. 4/ What we actually did: [the work, one or two concrete decisions]. 5/ The result: [metric before] → [metric after]. [Second result.] 6/ Their words: "[quote]" 7/ If this is your situation too, [soft next step].
The no-metrics template
When the client can't or won't share numbers. Honest beats invented.
HEADLINE From [old state] to [new state] CHALLENGE [Client] was [situation], with no way to [thing they couldn't do]. SOLUTION We [work], built around [the principle or system you used]. WHAT CHANGED - [Observable change] — versus [old state] before - [Change in how they work or decide] - [Change they made themselves because of it] CUSTOMER QUOTE "[Their own words.]" — [Name], [Role]
Sample case study
Email went from 9% to 24% of monthly revenue in three weeks
Challenge
A skincare brand doing $180k/month had a welcome flow written in 2022 and no abandoned-cart sequence. Every revenue gap was closed with a sitewide discount.
Solution
Rewrote the welcome flow around the founder's origin story, added a three-email cart sequence, and a post-purchase flow that asked for a review before a reorder. Same platform, same list, different copy.
Results
Email share of revenue 9% → 24% in three weeks. Abandoned-cart recovery $0 → $11k in month one. Discounting cut from weekly to monthly.
Customer quote
“Our flows were basically off. Three weeks later email went from 9% to 24% of monthly revenue and we stopped discounting to hit targets.”
- Headline states the result, not the service
- Every number carries a timeframe
- The quote stays in the client's own words
Questions about case study templates
Skip the brackets entirely
Send one link to a happy client. CasePruve turns their answers into the filled template above, plus a post and thread for X.
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