Choose a project worth telling
Pick work that resembles the jobs you want more of. A typical customer with a common problem is more useful to prospects than a rare one-off. Look for projects where the before and after is easy to describe, you have photos, and the customer was happy.
Three short case studies in different categories can cover more ground than one long one.
Think about the question a prospect has when they read it: could this company handle something like mine? Pick the job that answers that question most clearly.
Ask permission and agree what to share
Before you write, ask the customer if you may tell their story. Explain where it will appear. Offer to use a first name, a business name or no name, and let them review the final text. Never include private details such as addresses, financials or health matters without clear consent.
Get approval in writing. If a contract or confidentiality terms apply, check them first. When in doubt, anonymize.
Use a simple structure
Start with the situation: who the customer is and what problem they had. Then what they had tried or feared. Next, what you did, in steps and in plain words. Finally, the result and what happened afterward.
Keep headings short and the whole piece under about 500 words. Add a pull quote from the customer if they gave one.
Write in plain past tense and avoid marketing adjectives. Let the facts show that the project went well. Readers trust a calm account more than an excited one.
Be careful with numbers
Numbers make a result concrete: days saved, a reduction in errors, a project finished on a stated timeline. Use only figures you can document, say how they were measured, and avoid implying that every client will get the same result.
If you lack data, describe the change qualitatively and honestly: 'The owner now sends invoices the same day instead of at month end.' Never invent statistics or round up to look better.
Show the work
Include before and after photos, screenshots, or a short list of the deliverables. A caption on each image should say what changed. For professional services where visuals are not possible, a one-line summary of scope, timeline and outcome in a box at the top works well.
Mention obstacles that came up and how you handled them. Problems solved well persuade more than a story with no friction.
If the project involved a team or a subcontractor, credit them. It reflects well on you and keeps relationships healthy.
Put it to work
Link the case study from the matching service page, share it in your newsletter and send it to prospects who ask a similar question. Add a clear next step at the end. Revisit it after a year: update the result, or retire it if the work no longer represents what you do.
Common questions
Do I need a customer quote?
It helps but is not required. A clear description of the problem, process and outcome can stand on its own.
Can I name the customer?
Only with their permission. Otherwise describe them generally, such as 'a family-owned restaurant'.
This guide is general information. Search engines change how they work and their guidelines; check Google's current documentation for your situation. Nobody can guarantee a ranking.