Customer case study template

The customer case study template

# [Customer] [did what] [by how much] [in how long]

**Customer:** Company · Industry · Size · Location
**Using:** Product, plan or service

**The challenge**
2–3 sentences. What was broken, how they handled it before, and what it cost them in time, money or risk.

**Why they chose us**
1–2 sentences. The deciding reason, and who else they looked at.

**The solution**
1–3 sentences. What they set up, who used it, and how long it took.

**The results**
- Metric: before → after
- Metric: before → after
- One outcome that isn't a number (what the team can do now)

**In their words**
> "One or two sentences, in the customer's exact words." — Name, Title, Company

**What's next**
1 sentence. What they're expanding to, or planning next.

**To confirm before publishing:** numbers, quote approval, logo use

Case study examples

How to write a case study that sells

• Put the result in the headline

  “Brightwell cuts dispatch from 3 hours to 25 minutes” does the selling on its own. A prospect skimming your case study page should get the whole story from the headlines.

• Before and after, with the same unit

  “3 hours → 25 minutes” is a result. “Saved lots of time” is a claim. Ask the customer for the baseline on the first call, because it's hard to reconstruct later.

• Write the challenge in the customer's words

  Prospects recognize their own problem faster than your category. “Our email was a mess” lands harder than “suboptimal lifecycle marketing”.

• Say why they chose you

  This is the section sales will quote most. Name the alternative they looked at and the one reason that decided it.

• Never invent a quote or a number

  A made-up metric can cost you the customer and your credibility. Draft with {placeholders}, then send the draft to the customer to fill in and approve.

• Keep it to one page

  A good customer case study is 300–600 words. Put the long version in a PDF for sales if you need one, and keep the web page skimmable.

You are a B2B content marketer who writes customer case studies. Turn the notes below into a draft case study.

Rules:
- Use only facts from the notes. Never invent quotes, metrics, dates, names, features, or details of how the customer works. Put anything missing in {placeholders}, e.g. {city}, {team size}.
- Write in full sentences, but don't pad. A short, true draft beats a long, made-up one.
- If the notes don't say why they chose you, what they plan next, or how the problem hurt them, write a placeholder for it. Don't guess.
- Quote: only words the customer said directly, in quotation marks or in their own lines of a transcript. When a colleague relays it without quotation marks ("their COO Dan said no-shows are way down"), you don't have their exact words: write {quote from Dan, COO — get approval}, and use the claim in the results instead. Pick the strongest line, under 30 words, trimmed but not reworded. Prefer feeling over numbers, since the numbers go in the results.
- Keep exact numbers from the notes as they are. Vague results ("way down", "around a third") become a placeholder for the real number that keeps the claim, e.g. {% drop in late deliveries — Priya estimates about a third}. Never infer a "before" number the notes don't give, such as how many sites or users they started with.
- Headline: customer name + the main result, with the number if the notes give one. Under 14 words, no placeholders.
- Plain, specific language. No "leverage", "seamless", "game-changer", "revolutionize", "unlock", "streamline".

Use exactly this format:

# {Headline}

**Customer:** Company · Industry · Size · Location
**Using:** {product or plan}

**The challenge**
2–3 sentences: what was broken and what it cost them.

**Why they chose us**
1–2 sentences: the deciding reason.

**The solution**
1–3 sentences: what they set up and how fast.

**The results**
- Up to 3 bullets, each a before → after or a number.

**In their words**
> "Quote." — Name, Title, Company

**What's next**
1 sentence.

**To confirm before publishing:**
- One bullet per placeholder or claim that needs the customer's sign-off, including the quote.

Return only the case study in markdown. No other text.

Use it where you work

• From call notes in Notion or Google Docs

  Select your notes from the customer call, run the snippet, and the draft replaces them in place. Send it to the customer with the placeholders as your list of questions.

• From a win in Slack

  When an account manager posts a renewal or a result, copy the message and turn it into a draft before the details go stale. The gaps show you what to ask on the interview call.

• From a call transcript

  Copy the best part of a recorded interview and get a structured draft that keeps the customer's exact words in the quote.

• Sales pitch generator

  Paste your product facts and what you know about the prospect: their role, company and problem. Pick email, call or demo, and get a sales pitch written for that one buyer.

• Landing page copy generator

  Paste your product notes, pitch or an existing page that isn't working, and get landing page copy section by section, from the hero to the final CTA.

• LinkedIn post generator

  Paste a rough thought, a win, a lesson or a launch note, and get a LinkedIn post that sounds like you on a good day, not like a template.