How to write a B2B case study that actually converts

Your B2B case studies should be your most powerful sales assets. They are tangible proof that you don’t just talk the talk, you deliver real, measurable results for your clients.

So why are so many of them so ineffective?

The problem is that most case studies are written as a self-congratulatory list of services. They read like a project report, detailing what the provider did, rather than a compelling story that explains why it mattered to the client. They focus on features, not feelings; on tasks, not transformation.

A case study that truly converts does the opposite. It builds a narrative around your customer’s pain, demonstrates a deep understanding of their challenges, and positions your work as the catalyst for their success. It’s not about you—it’s about them.

Stop listing features, start telling a story

Potential customers don't read case studies to learn about your process. They read them to see if you understand the problems they face. They are looking for a reflection of their own struggles and a clear path to a solution.

To achieve this, you must shift your focus from your own actions to the client's journey. Before you write a single word, ask yourself:

• What was the real, underlying pain point? Go beyond the surface-level request. If a client asked for "a new website," the real pain was likely stalled lead generation, a high bounce rate, or an inability to communicate their value proposition effectively.

• What were the business implications of that pain? Did it mean lost revenue, frustrated sales teams, or falling behind competitors? Quantifying this makes the eventual solution far more impactful.

• Why did they choose to act now? Understanding the trigger for the project helps you frame the urgency and importance of the challenge.

Your goal is to show the reader that you don't just fulfil briefs—you solve fundamental business problems.

Our framework for success: Challenge, Solution, Result

To ensure our case studies maintain this crucial narrative focus, we use a simple but powerful structure at Brew Digital: Challenge, Solution, Result. This framework forces you to frame your work through the lens of the customer’s experience.

1. The Challenge

This is the ‘before’ picture. It’s where you set the scene and establish the stakes. Your objective is to build empathy and demonstrate that you grasp the client's world.

• Detail the problem: Clearly articulate the specific obstacles the client was facing. Use their language where possible.

• Quantify the pain: If you can, use data. For example, "The sales team was spending 10 hours per week manually qualifying leads," is much stronger than, "The lead qualification process was inefficient."

• Explain the business impact: Connect the operational challenge to its commercial consequences. This is the ‘so what?’ that makes the reader care.

2. The Solution

This section describes the ‘how’. Crucially, it’s not just a checklist of tasks you completed. It's an explanation of your strategic thinking and how your approach was tailored specifically to overcome the challenge.

• Connect your actions to the pain: Frame every part of your solution as a direct answer to a problem outlined in the Challenge. Instead of "We built a new landing page," try "To address the low conversion rate, we developed a user-centric landing page focused on a single, clear call to action."

• Explain your strategic ‘why’: Why did you choose this particular solution over another? This showcases your expertise and reassures the prospect that your methods are considered and deliberate. This is how you anticipated their needs, rather than just reacting to them.

3. The Result

This is the ‘after’ picture—the payoff for the entire story. It must be clear, compelling, and, wherever possible, backed by hard evidence. This is where you prove your value in no uncertain terms.

• Lead with the most impressive number: Start with the single most impactful metric. "A 250% increase in qualified marketing leads in the first quarter."

• Use tangible metrics: Focus on the outcomes that matter to a business: return on investment, revenue growth, cost savings, efficiency gains, and customer acquisition rates.

• Include a powerful client testimonial: End with a direct quote from the client. A short, enthusiastic statement that reinforces the key result is the perfect form of social proof. It validates everything you’ve just said, but in your customer's voice.

The finishing touches that make a difference

With the core narrative in place, a few final elements can elevate your case study from good to great.

• A benefit-driven headline: Your title should summarise the result. "How [Client Name] Boosted Sales Pipeline by 80% with a Strategic CRM Integration" is far more compelling than "[Client Name] Case Study."

• Scannable design: No one wants to read a wall of text. Use headings, bullet points, pull quotes, and bold text to highlight key information and make your results easy to digest.

• A clear call to action: What do you want the reader to do next? Guide them towards a consultation, a demo, or another relevant piece of content.

By transforming your case studies from project summaries into customer success stories, you create assets that don't just inform. They build trust, demonstrate expertise, and actively persuade your ideal customers that you are the right partner to help them succeed.