What is the standard case study format?

Four sections: who the customer is, what changed, how you did it, and what happened. Each one is short. The structure works because it follows the order a reader actually wants the information in.

How long should a case study be?

700 to 1,200 words. Longer and the reader skims; shorter and you have not earned the result you are claiming. The numbers and the one customer quote do most of the persuading.

Do I need a numerical result?

Strongly preferred. If the customer cannot share a number, anchor the claim to a verifiable fact — time saved per week, headcount, scale of rollout. 'They were really happy' is not a result.

Does this work as a B2B case study template?

Yes. The four-section shape is the common B2B case study format. Name people by role rather than full name unless the customer has approved it, and lead with the metric that matters to the buyer.

Case Study Template — Template

TL;DR. A case study is four sections — who, what changed, how you did it, what happened. Anything more is filler. Copy the body of this page into a new wiki page and overwrite each section with your customer’s actual situation.

A case study is evidence. It works when the reader can see themselves in the customer and trust the number at the end. Lead with the change, anchor every claim to something verifiable, and admit the part that did not work the first time — honesty is what makes the rest credible.

What goes in a case study

Who. Customer name, scale, and the situation they were in.
What changed. The before and after, in numbers where you have them.
How you did it. What you actually did, named plainly.
What happened. The result, including the part that took a second attempt.

How to use this template

Copy the body below into a new wiki page in your space.
Confirm the metric and get written permission to name the customer.
Fill the four sections in order. Do not add headings or reorder.
Show the draft to one person who was not on the project.
Publish, and link it from the pages that make the same argument.

The template — copy from here

Who

<Customer Name> is a <scale, e.g. "fifty-person"> <industry> based in <location>. They had been using <previous tool> for <duration> to <job to be done>. By <date>, the team had grown past <inflection point> and the tool stopped keeping up.

What changed

Before: <one concrete metric — page load, search time, onboarding time>. After: <the same metric, new number>. The team also reports <one qualitative change — fewer "where is X" questions, faster onboarding>.

How you did it

<Two to four short paragraphs. What you actually did. Name people by role, not full name, unless the customer approved it. If something did not work the first time, write it down — the reader trusts the result more for it.>

What happened

<Metric 1: before → after, plus the time period.>
<Metric 2.>
<Metric 3.>
Optional: <one sentence the customer said that you have written permission to quote.>

<Customer Name> <is now using / has rolled out> <the thing> to <scope>.

Common questions

What is the standard format? The four sections above, in order. They follow how a reader wants the information.

How long? 700 to 1,200 words. The numbers and one quote do the persuading.

Do I need a number? Strongly preferred. If not a number, then a verifiable fact.

Keep your case studies in one space so the sales team can find the right proof point fast. Pair this with the Press Release Template when a result is newsworthy, and see the full template library for launch and campaign briefs.