Case study pages that win B2B enquiries — without inventing numbers

Why invented numbers backfire

“Traffic up 300%.” “Leads increased 5×.” Buyers have read these claims on so many agency sites that they no longer register — and experienced procurement teams treat round, unsourced percentages as a warning sign. In a market where many buyers know each other, a figure the client does not recognise can surface in a single phone call.

There is also a search consequence. Search engines and AI assistants increasingly reward content that can be trusted and verified. A case study that names a real client, links to real work and makes claims the client would confirm is the kind of page that gets cited. One stuffed with unverifiable superlatives is not.

A structure that works

Six sections, in this order

The client	Who they are, what they do, where, and roughly how large — in two or three sentences.
The situation	What was happening before. Why they needed help now. What had not worked.
What they needed	The goals and the constraints: deadlines, languages, systems, approvals, budget realities.
What was delivered	The scope, concretely. Pages, systems, integrations, campaigns, training — what exists now that did not before.
The outcome	What changed, in figures where real and approved, in specific words where not.
Proof	A link to the live work, images, a quote, or an offer to speak to the client.

What to say when you cannot share figures

Many Saudi clients — especially in government, finance and industry — will not approve publishing performance data. That is fine. Concrete description persuades almost as well as numbers, and far better than vague praise:

• Scope: “ten product lines, each with specifications and a downloadable catalogue, in Arabic and English.”
• Constraints met: “launched before the Ramadan campaign, with the Arabic version written in parallel rather than translated afterwards.”
• Capabilities now in place: “the sales team now receives quote requests by product, with the drawing attached.”
• Things that stopped happening: “enquiries no longer arrive through a personal mobile number on an old brochure.”

And say plainly that figures are not published — “performance figures are shared privately with the client's permission” — rather than leaving an awkward gap.

Make it verifiable

The strongest element of any case study is something the buyer can check. Link to the live website or product. Show real screenshots or site photographs, not mock-ups. If the client agrees, name the person who worked with you and offer a reference call. A buyer who could verify your claim in two minutes rarely needs to.

You can see this approach on our own portfolio: each project links to the live site, describes what it includes, and says openly that results are shared only with client approval.

Getting client approval

Ask for permission at the start of the project, not the end — it is an easier conversation when everyone is optimistic. Then send the client the finished draft, in both languages, and ask them to approve it in writing. Many clients will happily share more once they see the draft is accurate and flattering to them. Keep the approval email; you may need it if a staff member changes.

Making case studies work for search

• Give each case study its own page and URL, rather than a slide in a gallery.
• Use a descriptive title: client, sector, place and what was done.
• Link from the case study to the relevant service page, and from the service page back to its best case studies.
• Publish in Arabic and English, connected with hreflang.
• Add structured data that describes the work honestly — never review or rating markup you have not earned.