Lindsey owns a flower shop in Florence.
She’s great with arrangements—not so much with websites. Like many small business owners, she knows her site feels outdated, but she’s not convinced a redesign would actually make a difference.
Until one night, she lands on a local designer’s website. It feels different—clear, helpful, real. And right in the middle of the page is a story.
A case study.
About another business owner just like her.
She clicks. She reads. And by the time she’s finished, she’s not wondering if it’s worth investing in her website anymore.
She’s already planning what she wants it to look like.
Case Studies Work Because Stories Stick
You can tell people what you offer.
You can list all your features.
You can even throw in some client logos and hope that builds trust.
But nothing lands like a story.
That’s what a good case study is: a mini success story your potential client can see themselves in. It helps them cross that mental line from “Could this work for me?” to “This is exactly what I need.”
Especially in a small-town market like the Bitterroot Valley—where trust is earned and referrals carry weight—case studies are more than marketing fluff. They’re proof.
What Makes a Great Case Study?
Let’s look at one we created for a local CPA:
👉 Success Story: CPA
Travis wasn’t looking for flashy design. He just needed a site that felt professional, made it easier for his clients to reach out, and didn’t look like it was built in 2006.
The case study walks through his challenge, my approach, and the end result—using plain language, real examples, and Travis’s own feedback. It’s clean, skimmable, and easy to relate to.
You don’t need a dozen data points or a dramatic transformation. Just a real client, a real problem, and a real outcome.
What Should You Include?
Here’s the flow that works—whether you’re writing it yourself or having a designer (like me) help you out.
1. The Client
Give readers a quick snapshot of who they are. Not a novel—just enough for people to think, “That sounds kind of like my business.”
2. The Challenge
What wasn’t working before they came to you? Maybe they were overwhelmed, frustrated, or simply not seeing results. This is your chance to show the “before” picture—the pain point that made them reach out.
For example, if you’re a bookkeeper, maybe your client was behind on taxes and losing sleep over it. If you’re a landscaper, maybe their yard was a mess and they were embarrassed to have people over. Keep it real and relatable.
3. How You Helped
This is your process—broken down in simple terms. What did you do to solve their problem? Walk your reader through the experience of working with you. Did you offer a consultation? Customize a plan? Take care of the details so they didn’t have to?
The goal here is to show that you have a system and that you’re easy to work with. Think of it like a behind-the-scenes look at how you made the magic happen.
4. The Outcome
Now highlight what changed. Did the customer feel relieved? Did they save time or money? Did they finally feel proud of their home, or stop dreading bookkeeping season?
This part doesn’t have to be full of stats (though they help). Focus on the transformation. Even if it’s emotional—less stress, more confidence, better sleep—it counts. You’re showing what success actually looks like on the other side of the problem.
5. Their Words
End with a testimonial. Not just praise, but what it felt like to work with you. The more honest and specific, the better.
Why It Matters
The truth is, most small business websites talk about what the business does… but never show what those services look like in action.
A case study bridges that gap. It answers the unspoken question in your potential customer’s mind:
“What’s it like to work with you—and will it actually help?”
When you give them a story they can see themselves in, the decision gets easier.
Start with One
You don’t need ten stories. You just need one good one.
Pick a client who had a clear “before and after.” Write it up. Keep it simple. Keep it human.
And let that story do some of the heavy lifting next time someone lands on your website—just like Lindsey and her flower shop.
Need Help Writing Yours?
If you’ve worked with me before and want help turning your project into a case study, reach out. I’d love to highlight your story—and help your business help the next person who lands on my site.
