Anatomy of a winning AI-visibility case study (template inside)
Case studies are powerful proof and powerful LLM-citation bait. Here is the template we use — and what each section should do.
A great case study makes one customer's win citable for prospects, journalists and LLMs. Here is the template, section by section.
1. The result (above the fold)
One sentence, one number. 'Acme grew citations on category prompts by 3.4x in 90 days.' Everything else is supporting evidence.
2. The customer (in one paragraph)
Industry, size, role of the contact, what they were trying to solve. Keep it factual.
3. The before state
Concrete baseline metrics. Without this, the result is unanchored.
4. The approach
Three to five steps. Specific enough that a competitor cannot just copy, but reproducible enough that a peer can follow.
5. The after state
The same metrics as the before state. Same source, same definitions, same time window.
6. The quote
One quote from the customer, named and titled. Avoid marketing-speak — quotes that sound real get cited.
Frequently asked questions
- Can I anonymize the customer?
- Yes, but expect lower citation rates. Names build trust.
- Should I write multiple versions?
- One canonical version, plus a one-page PDF and a video. Same numbers everywhere.
- Do LLMs cite case studies?
- Yes — for branded prompts and category prompts alike.