Key takeaways

  • Case studies show prospects what working with you looks like for someone like them.
  • Use a simple structure: client and situation, challenge, what you did, results, client quote.
  • Always get written permission; respect client confidentiality and anonymise where needed.
  • Show results honestly: specific, verifiable outcomes, without implying guaranteed savings.
  • Link case studies from relevant service and sector pages, where they do the most work.

Testimonials say clients are happy. Case studies show why. For a prospective client trying to imagine working with your firm, a short story about someone in a similar position, with a real problem solved, is often more persuasive than anything you can say about yourself.

Choosing case studies

Pick stories that:

  • represent the clients you want more of, such as growing limited companies or landlords moving into MTD
  • involve a clear problem that others will recognise, such as late filings, a cash flow squeeze or a switch from DIY bookkeeping
  • have concrete outcomes you can describe
  • involve clients willing to be featured, or who agree to an anonymised version

Aim for a small set covering your main services and sectors, rather than many similar stories.

A simple structure

  1. Headline: the outcome, for example “How a growing dental practice moved to real-time bookkeeping and cut month-end from two weeks to three days”
  2. The client: sector, size and location, without unnecessary detail
  3. The challenge: what was wrong or what they wanted to achieve
  4. What we did: the steps you took, the services and software involved
  5. The results: specific and honest
  6. In their words: a short quote from the client, approved by them
  7. Next step: a link to the relevant service page and a call to action

Showing results honestly

  • Prefer verifiable specifics: deadlines met, time saved, finance secured, processes changed.
  • Be careful with tax savings: they depend on circumstances and law at the time. Describe them in context and avoid implying any reader will save the same amount.
  • Do not claim credit for outcomes you did not cause.
  • Advertising rules and professional body codes require marketing to be accurate and not misleading.

Confidentiality and permission

Client affairs are confidential. Before publishing:

  • get the client’s written approval of the final text, quote and any name, logo or photo
  • anonymise details if the client prefers, such as “a family-owned construction firm in Kent”, and make sure the client cannot be identified from the details
  • never publish financial figures the client has not agreed to share
  • keep a record of the permission

Where to use case studies

  • on relevant service and sector pages, as short summaries with a link
  • on a case studies hub, filterable by sector or service
  • in proposals and follow-up emails after discovery calls
  • on LinkedIn, as short posts with the client’s agreement; see LinkedIn content ideas

Format tips

  • keep each case study to around 400 to 700 words
  • use subheadings, so readers can skim to the results
  • include a photo of the client or their business if they agree
  • a short video with the client can work well, but text should still summarise it

See also trust signals.

Frequently asked questions

Do accounting firms need case studies?

They are not essential, but they are one of the most persuasive forms of proof, especially for advisory and specialist services.

How do I write a case study without breaching client confidentiality?

Get written permission, let the client approve the final version, and anonymise details that could identify them if they prefer.

How long should a case study be?

Usually 400 to 700 words, with a clear structure and a short client quote.

Can I mention tax savings in a case study?

Yes, with the client’s permission and in context, but avoid suggesting readers will achieve the same result.

Sources

Facts and rules in this guide were checked against the sources below in October 2026. Platforms, prices and regulations change, so check the current position before acting. This guide is general information, not legal or professional advice.