Imagine a potential client has two writers reaching out offering their services. One tells them how good they are. The other shows them.
Which freelancer do you think they’ll hire?
It’s easy to forget that a client’s inbox could have dozens of pitches in it at any given time. If you aren’t showing the impact your writing has, you’re leaving a lot on the table.
Case studies let you do that and more.
They’re one of the best tools you can use to build trust, prove your value, and stand out from other writers—even if they have more experience than you.
Let’s break down why they work, how to create them, and where to use them to grow your freelance writing business.
Why Case Studies Work
When you buy something, you want a guarantee that it will work. Clients want the same thing.
We all know there’s no such thing as guaranteed results in the marketing world, but when you can point to a real-life example of your work helping a client achieve their goals (more traffic, more signups, more sales), that feels like a guarantee to a potential client.
Case studies are used by 73% of marketers today because they:
- Provide social proof
- Show tangible results
- Tell a story your client can see themselves in
They also instantly position you as a strategic partner, not just a pair of hands banging out words on a keyboard.
What Makes a Great Case Study?
A strong case study isn’t just a testimonial or a portfolio piece. It’s a story that shows results.
Every successful case study has these three essential elements:
1️⃣ Problem: What was your client struggling with?
2️⃣ Solution: What strategy or service did you offer to help solve their problem?
3️⃣ Results: What changed because of your work? Better yet, how did your work directly address your client’s problem?
Specificity is your friend. “My 10 blog posts helped my client improve conversions” is okay. But, “My 10 blog posts drove 14,000 organic visits and improved lead generation by 47% in 60 days,” is what wins you jobs.
Don’t skip the human element either. Remember, this is a story.
Talk about how you collaborated and how you creatively approached their problems to develop a unique solution. Share what the client appreciated most. Including a short quote from them goes a long way.
People connect with people, not just data.
How to Create a Case Study From Your Work
If you’ve done freelance work you’re proud of, it can become a powerful marketing tool for your business.
Here’s how to turn your work into a simple, effective case study:
1️⃣ Choose the right project
Go through your portfolio and look for work that produced clear results. This could be traffic growth, improved engagement, or even time saved. Don’t be afraid to reach out to your client and ask them for some metrics. Most are happy to help since you’ve helped their business!
2️⃣ Get permission
Speaking of, it’s good practice to ask your client if they’re okay with you sharing their story. If so, great! If not, you can anonymize the details, but sharing names makes your case study feel more personal.
3️⃣ Outline the story
Here’s a basic framework I start with when creating case studies for my business
- Client background (brief)
- The challenge they faced
- Your solution (strategy, approach, writing)
- The results (with metrics if possible)
- Client feedback (optional quote or takeaway)
4️⃣ Keep it short
You don’t need a five-page report. A 300–500 word write-up is plenty. Use bullet points, headings, and formatting to make it scannable.
5️⃣ Add visuals to make it pop
A graph, before-and-after screenshots, or a testimonial pull quote make your case studies look super professional. Take the extra minute to make them pretty.
Where to Use Case Studies in Your Marketing
Getting the most out of your case study means deploying it strategically. Blasting a cold pitched client with it right away probably won’t work. You need your lead to already be “on the hook,” then use your case study to close the deal.
Here are a few good places to share it:
- Your portfolio page
- On LinkedIn as a public post
- On your blog
- Directly to warm prospects who you have a relationship with
Ready to Get More Clients?
If you’ve ever helped a client succeed, you’ve got the material for a case study. Don’t waste that!
Even one great case study can land you multiple clients over time. And you’ll be surprised how much showing it off can boost your confidence.
Want feedback on a case study you’ve written for your business? Feel free to send it my way. I’m happy to take a peek and help you fine-tune it.
