In this episode, I share the real reasons I’ve avoided publishing client case studies—and why I’m changing that. You’ll learn how to rethink my approach from “bragging” to “teaching,” plus five reasons case studies are one of the most powerful tools in your content marketing toolkit. If you’ve ever felt awkward talking about client wins, this one’s for you.
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I’ve been teaching SEO for years, yet I’ve barely shared any formal case studies about the results I’ve helped clients achieve.
Sure, I published one back in the early days of my business—a wedding-photography SEO win. But since then?
Nothing. Nada. Zip.
So, I sat down and asked myself: why haven’t I done more? And why do I actually need to start? In this post, I’m unpacking the real reasons I’ve avoided case studies—and why you might be doing the same. Plus, I’ll share why it’s worth rethinking that and how you can start creating your own case studies without the overwhelm or the fluff.
Why I’ve Avoided Case Studies (Until Now)
After a little reflection, I found three core reasons I’ve stayed away from publishing case studies:
1. SEO Isn’t Instant Gratification
SEO results take time. I’ve always been wary of those flashy “We tripled traffic in 7 days!” headlines. Let’s be honest—those stories often gloss over all the variables that made the result possible: the industry, competition level, past foundational work, or even just good timing. SEO is rarely that simple. And I don’t want to set unrealistic expectations.
2. I Track for Progress, Not Applause
I’ve always documented client results—but mostly in spreadsheets and Google Search Console graphs. My focus is on learning and refining strategy, not creating polished marketing pieces. What I usually track are dates, traffic snapshots, and the types of changes we made. But a case study? That’s a different format. It’s a story: the challenge, the strategy, the transformation. It takes a mindset shift.
3. Showboating Makes Me Cringe
Let’s just say I have a low tolerance for braggy marketing. You know the ones—“my client bought three yachts!” That kind of over-the-top storytelling doesn’t feel real or helpful. I’ve seen so many “confession-style” marketing tips that just… don’t land anymore. Maybe I’m just desensitized. But give me a good list, a useful template, a how-we-did-it breakdown? I’m so there for it.
But Here’s the Mindset Shift
I recently realized that a case study doesn’t have to be a brag reel. It can be a teaching tool. And that changes everything.
Here are the kinds of transformations I want to highlight:
- We went from guessing blog topics to building a 90-day, data-informed calendar.
- They stopped dreading SEO because now they actually understand it.
- Traffic gaps? Identified. Action plan? In place.
These aren’t flashy claims—they’re real, grounded shifts my clients have experienced. And your audience deserves to see what’s possible, too.
5 Reasons to Start Sharing Case Studies
If you’ve been on the fence like me, here’s why it’s worth moving past the awkwardness and putting those stories out into the world:
- Proof > Promises
People don’t want polished sales copy—they want to see real results. A case study builds trust in a way no homepage headline ever could. - Human > AI
Sure, AI can help you write content. But it can’t replicate your process or your lived experience. That’s your edge—and case studies showcase it. - Built-in Content Gold
One case study can be repurposed into blog posts, social media content, podcast episodes, and even parts of a lead magnet. - Ideal Client Magnet
When someone reads a story and says, “That’s me,” you’ve already done half the work of attracting the right client. - Team Confidence & Clarity
Documenting your wins isn’t just good for marketing—it helps you and your team understand what’s working so you can do more of it.
How to Create a Simple, Strategic Case Study
Feeling inspired? Here’s a straightforward way to start:
- Identify a result your audience wants. What outcome are they hoping for when they work with you?
- Look at the clients you’ve helped achieve that. What do they have in common? What stood out about their transformation?
- Map out the journey. What were they struggling with before? What did you work on together? What changed? This can include emotional wins, too—not just traffic numbers.
- Collect a quote or piece of feedback. Even something pulled from an email thread can be powerful. It doesn’t have to be a formal testimonial.
- Call in a copywriter. Yes, AI can help. But a good copywriter brings storytelling magic that takes your case study from flat to compelling.
Once it’s written? Share it. Regularly. Because it’s not about bragging—it’s about showing what’s possible when someone gets the right support.
The Takeaway
If you remember just one thing, let it be this:
Case studies don’t have to be difficult or braggy. They can be a gift—one that educates, inspires, and builds connection.
Are you going to create one?
