Add Case Studies Immediately

Why this matters

Every competitor says "we deliver results." A case study actually shows it — real project, real problem, real outcome. Google loves them because they're full of specific keywords. Clients love them because they see themselves in the story. Other sites link to them as proof. Most small businesses have zero. Three puts you ahead of nearly everyone.

Why they help both SEO and conversion

Two audiences read the same page. Google sees keywords you'd never target — "website redesign for Melbourne physiotherapist." A potential client sees proof you've solved their problem before. They don't need to trust your marketing — they can see the work. Case studies convert better than any other page type.

What every case study should include

Keep the structure simple. Every case study needs these six things:

• Client type — who they are, what industry, what size. You don't need to name the client if they prefer privacy. "A Melbourne physiotherapy clinic" works fine.
• Problem — what was broken, missing, or not working. Be specific. "Their website was built in 2018 and wasn't showing up on Google for any local searches."
• What you built — the actual work you did. Describe it in terms a non-technical reader would understand.
• Tools used — the technologies, platforms, or frameworks. This adds credibility and helps Google associate your site with those tools.
• Before and after — screenshots, metrics, or a simple description of what changed. Visuals are more convincing than text here.
• Outcomes — what happened after launch. Did traffic increase? Did they get more enquiries? Did their Google ranking improve? Use real numbers where you can.

You don't need fancy design. A simple page with a clear heading, these six sections, and a screenshot or two is more than enough to start.

The template at a glance

Every case study follows the same six-section structure. Here it is with example content so you can see what each section looks like.

Writing your first three

1. 1

   Pick your best three projects

   easyAnyone~15 min

   Choose projects where the result was clear and the client would be happy for you to write about them. Ideally, pick projects in different industries or with different types of work (a redesign, a new build, an SEO project) so each case study targets different keywords.

2. 2

   Get the facts down

   easyAnyone~30 min each

   For each project, write down the six elements: client type, problem, what you built, tools used, before/after, and outcomes. If you can't remember exact numbers, ask the client or use rough estimates. "Enquiries roughly doubled in the first two months" is better than nothing.

3. 3

   Structure each page with a clear title

   easyAnyone~10 min each

   Use a title that includes the type of work, the industry, and the location. This gives Google a clear keyword signal and tells potential clients exactly what they're about to read.

   SampleWebsite Redesign for Melbourne Physiotherapy Clinic
4. 4

   Add screenshots or real metrics

   mediumAnyone~30 min each

   A before-and-after screenshot of the old vs new site is the easiest visual to include. If you have analytics access, add a graph showing traffic before and after launch. Even a simple "went from page 5 to page 1 for their main keyword" is powerful. Real evidence beats polished marketing copy every time.

5. 5

   Publish and link from your other pages

   easyAnyone~15 min

   Add each case study to your portfolio page. Link to them from your services page where relevant — if a case study is about a website redesign, link to it from the section of your services page that talks about redesigns. These internal links help Google find the new pages and help visitors navigate to the proof they need.

Case study titles that work

Your title is the first thing Google and readers see. Include the type of work, the industry, and ideally the location or result. Here are examples:

• "Website Redesign for Melbourne Small Business" — location + service + client type
• "AI Chatbot Setup That Reduced Response Time by 60%" — service + measurable result
• "SEO-Focused Rebuild for Local Service Business" — technique + client type
• "From Invisible to Page One: A Melbourne Cafe's New Website" — story-driven with location
• "How a Melbourne Tradie Got 3x More Enquiries With a Simple Website" — outcome-driven with audience

Notice each title reads like a mini-pitch. Someone searching for "website redesign Melbourne small business" could land directly on that case study from Google.

What changes after this

Each case study is a new landing page for a search query competitors aren't targeting. When someone lands on a case study about a business like theirs, the sales conversation is half done before they reach out. Three is the minimum. Five is better. Keep adding them.

Next on the climb

• →Write your first case study this week. Pick the project with the clearest before-and-after story and start with the six elements.
• →Link each published case study from your portfolio page and the relevant section of your services page.
• →Next up: content clusters. We go deeper on your most important service topic so Google stops seeing you as a generalist and starts seeing you as the expert.