/improve-content

Technique 38: Case Study Pages

What It Is

Evidence-based content showcasing a specific client result, project outcome, or success story. The most powerful E-E-A-T content type because it demonstrates real Experience and Expertise with verifiable results. Captures "[service] results", "[industry] case study", and "[problem] oplossing" searches.

When to Use

Commercial investigation intent -- user wants proof that your service or product delivers results before committing. Use when you have specific, measurable client outcomes you can share. Essential for high-consideration purchases (B2B, services, expensive products).

Structure Template

H1: "[Client/Industry]: [Key Result in Numbers]"
    (e.g., "Energievergelijker.nl: 142% meer organisch verkeer in 6 maanden")

H2: Overview / At a glance
    Client: [name or anonymized descriptor]
    Industry: [sector]
    Challenge: [1 sentence]
    Solution: [1 sentence]
    Results: [3-4 key metrics]
    Timeline: [duration]

H2: The challenge
    What problem the client faced
    Context: company size, market, previous attempts
    Why it mattered (business impact of the problem)

H2: Our approach / The solution
    H3: Phase 1: [Discovery/Analysis]
        What we did and why
    H3: Phase 2: [Implementation]
        Specific actions taken
    H3: Phase 3: [Optimization/Scaling]
        Refinements and scaling

H2: The results
    Primary metric: headline number with context
    Secondary metrics: 3-5 supporting data points
    Visualizations: charts, before/after screenshots
    Timeline: how quickly results appeared

H2: Key takeaways
    3-5 lessons that apply to similar businesses
    Actionable insights for the reader

H2: Client testimonial (if available)
    Direct quote from the client
    Name, title, company (with permission)

H2: Want similar results?
    CTA to relevant service page or consultation

Word Count

1,500-2,500 words (detailed enough to be credible, focused enough to maintain interest)

Schema Markup

• Primary: Article (with author, datePublished, about)
• Secondary: Organization (for the client, if named)

Featured Snippet Strategy

• Format: Paragraph snippet for "[industry] case study" queries
• Target: The overview/at-a-glance section with the key result
• Tip: Include the primary metric in the first 50 words of the page

CTA Placement

• After overview (above fold): "Want similar results? Contact us"
• After results section: primary conversion CTA (strongest proof point)
• End of page: consultation or service page CTA
• Sidebar: related case studies in the same industry

Internal Linking Strategy

• Link to the service page for the service described in the case study
• Link to related case studies in the same industry or service
• Link to methodology or how-to content explaining the approach
• Link to pillar page for the topic area
• Receive links from service pages, about page, and industry-specific content

Anti-AI Focus

Case studies are nearly impossible to AI-generate convincingly without real data. Real names (with permission), real numbers, and real timelines are essential. The specificity of a genuine case study -- exact percentages, named tools used, specific challenges encountered mid-project, and direct client quotes -- is what makes it credible. Vague or rounded numbers, generic industry descriptions, and unnamed clients are telltale signs of fabricated content. Invest the time to document real outcomes with real details.

Key Success Factors

1. Lead with the number: The headline result must be in the H1 and above the fold
2. Specific, verifiable metrics: "142% increase in organic traffic" not "significant improvement"
3. Before and after: Show the starting point and the end result with data
4. Process transparency: Explain what you actually did -- not just that you did "great work"
5. Timeline included: How long it took to achieve the results (sets realistic expectations)
6. Client permission: Named clients with testimonials are vastly more credible than anonymous ones
7. Visual proof: Charts, screenshots, before/after comparisons

Common Mistakes

• Vague results without specific numbers ("improved their rankings" means nothing)
• No process description (readers cannot evaluate your expertise without knowing what you did)
• Missing timeline (results without timeframe are meaningless)
• No client quote or testimonial (misses the strongest trust signal)
• Writing about yourself instead of the client's journey and results
• Not linking to the relevant service page (missed conversion opportunity)
• Only showcasing perfect outcomes (including challenges overcome builds more trust)

Example Topics by Niche

• Energy: "Zonnepanelen installateur: van 50 naar 200 leads per maand met lokale SEO"
• Telecom: "Telecom provider: 89% minder churn door verbeterde klantenservice pagina's"
• SaaS: "B2B SaaS: how we increased trial signups by 230% with content marketing"
• E-commerce: "Webshop: 67% hogere conversie door productpagina optimalisatie"
• Local services: "Aannemersbedrijf Rotterdam: van pagina 5 naar top 3 in Google Maps"