Why do so many case studies say nothing?
Your customer agreed to talk. They gave you 30 minutes, spent 10 of them talking about the weather, and gave you nothing you couldn’t have written yourself.
The draft reads like a press release. It’s been sitting with their comms team for a month.
That’s not a writing problem. Something’s going wrong during the interview.
A case study is only as good as the interview behind it. I’ve done more than 1,000.
I spent a dozen years as a freelance writer, and I’ve now interviewed well over 1,000 people. That includes senior leadership at BAE Systems and John Lewis, Lord Sugar and Paul Allen, who co-founded Microsoft – people who are interviewed often and know what they’d rather not say.
Your customer is probably far less guarded – but still needs reassurance. I know how to set the scene, which follow-up gets past the prepared answer, and how to ask for a figure without making someone panic that they’re giving too much away.
What you get back is a case study with quotes that sound like a real person said them – and detail your sales team can use.
Great case study copywriting can:
Answer the question most buyers ask: has this worked for a company like ours?
Give your sales team evidence they can put in front of a prospect.
Inspire 1:1 account-based marketing content, using like-for-like examples.
Give you something AI can’t: your customer’s own words.
1,000+
People interviewed
12 years
As a freelance writer and case study creator
200+
Case studies written
“What’s wrong with our existing case studies?”
Nothing
Maybe you're already killing it, with a switched-on writer who gets everything right.
Something
More likely, your case studies are coming back "fine" – but they raise more questions than answers.
Everything
A casual chat and a hurried case study template miss details, numbers and a decisive 'hook'.
Over 200 case studies
TITAN Containers
How clients Tesco, Coca-Cola and others use cold storage containers
NatWest
100+ case studies to promote business banking
Energy Drive
Account-based marketing and targeted case studies
HardSoft
Case studies for private schools and healthtech brands
Be The Business
50+ stories & interviews showcasing startup growth
“Count on Mike to deliver on time, every time.”
Rasmus Nørgaard – Group CMO, TITAN Containers
TITAN Containers is the world's largest privately owned container company. They have hired me to write case studies since 2023.
How it works: what happens when you bring me in as your case study writer
A short call with you about the project, what the case study needs to do and who'll read it.
1. Brief
3. Draft
Working to the agreed brief, I'll turn your customer's story into a case study you'll want to promote.
2. Interview
A 30-40 minute video call with your customer, recorded with their permission so nothing gets lost.
4. Approve
You'll review the copy first, and then share it as needed. I can deal with customer comments directly.
Did you know?
71%
of enterprise buyers spoke to an existing user before buying a product
53%
of B2B marketers rate case studies among their most effective forms of content
81%
of buyers have decided on their preferred vendor before contacting sales
Book me in. You’re in good company...
What you get
-
All prep work and client liaison
- A full case study for your website
- Page structure and layout suggestions
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Pull quotes for LinkedIn and other channels
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A shortened version for a one-page PDF (optional extra)
Pricing
Standard case studies start at £950. The fee includes briefing, recorded customer interview, web case study up to 800 words, pull quotes, layout ideas and a round of revisions – I'll also handle customer sign-off, if you like.
What pushes the price up?
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Additional interviews
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More approval rounds
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Extra content inspired by the case study, such as one-sheets, LinkedIn posts or marketing emails
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Case study template creation
Most projects come in between £950 and £1,500. For more info on 2026 freelance copywriter rates, my pricing page covers everything in detail.
FAQ
What if my customer has agreed to a case study, but doesn't want to be named? An anonymised case study can still work really well – as long is it doesn't skimp on details and feels credible. I'll write it so it still provides the reassurance your prospects need (minus the logo).
35 words
Will you sign an NDA before we share details of what we're looking for? Of course, if that's what you need. I do this all the time.
13 words
Does my customer get to approve the case study copy? Ultimately, it depends on whatever you've agreed, but in my experience, it's best to let them sign off the case study. If they're happy with the wording, they're more likely to share it.
33 words
Beyond website copy, in what different ways can a case study be used? 1. As a one-sheet for your sales team to send before the first call. 2. To answer the "evidence of similar work" section in tenders and proposals. 3. To be cut down and repurposed for a series of LinkedIn posts. 4. As ready-made editorial for trade magazines. 5. To support an awards entry. 6. As support material for a tailored account-based marketing campaign.
63 words
Is there anything clever we can do beyond the problem/what we did/the result? Yes. That structure works, but some readers know it well enough to skim it. Depending on the story, I might suggest: 1. Opening with the doubt. What nearly stopped your customer signing? Prospects tend to share the same worries, so seeing them answered does more than another list of benefits. 2. An "as told to". The whole story in your customer’s voice, first person. It’s a magazine format, and has more of an editorial feel than marketing. 3. A straight Q&A. These are quick to read, easy to scan, and the customer’s own words do the persuading. The right approach usually becomes clear during the interview, once I know what the story actually is.
110 words
This case study copywriting page was last updated on October 13, 2026. For current project availability, contact me.