Using On-the-Spot Case Studies to Win New Work
Why This Matters
Let me take you back to my early days of pitching web design. Picture a younger, less-grey version of me, clutching my A4 notepad, sweating through a Zoom call with a prospective client. I would reel off my list of best projects, accompanied by a well-rehearsed “portfolio tour.” Most of the time, it worked. But every now and then, I’d see that blank stare on the other end and realise: they weren’t buying what I was selling.
These moments taught me something vital. Most clients aren’t dreaming about sleek gradients and clever animations. They’re thinking, “Will this website fix our problems? Will it make money? Who’s going to help when something breaks?” If you assume a glossy homepage is all it takes to win someone over, you’re in for a reality check.
The hard truth is that most prospective clients want to see tangible proof. They want something real and specific to their world. That’s exactly why live case studies are so effective. By referencing a project I’ve delivered for a similar business (ideally in the same industry), I give the client confidence that we understand their industry and, even more importantly, their challenges. Providing this kind of reassurance through evidence carries far more weight than empty promises.
This matters because every lost pitch to a competitor who seems to understand them represents missed revenue, wasted effort, and another round of coffee spent wondering what went wrong.
Common Pitfalls
When designers or agencies pitch new web projects, I see the same pitfalls surface time and time again:
- Focusing on pretty designs and ignoring business priorities. The client looks at you, puzzled, and thinks, “That’s lovely, but does it help me sell more widgets?”
- Sticking rigidly to a pre-made sales script, even when the client throws a curveball (“Do you also handle LinkedIn content?”).
- Avoiding or glossing over real discussion about costs, ongoing support, or how the site addresses day-to-day pain points.
- Burying the client in technical jargon and hoping they’re impressed by the complexity.
- Failing to demonstrate actual problem-solving skills. Quoting past work is useful, but only if you show how you tackled challenges that are relevant to the current client.
I’m guilty of every one of these at some point. Years ago, I pitched to a manufacturing firm and whizzed through my slide deck with the polish of a used-car salesman. I forgot the one thing that would have clinched it—a quick story about how we’d launched a similar site for another manufacturer, complete with a traffic spike and a happy ops manager. Instead, I got a polite “we’ll be in touch,” and never heard from them again.
I’ve learned you win trust by showing proof, not by relying on PowerPoint.
Step-by-Step Fix
Let’s fix this, once and for all, with a system that’s become second nature for me when in the room with any prospect, whether they’re selling coffee beans or corrugated steel.
1. Listen Carefully to the Client’s Needs
A pitch should be a conversation. As soon as the client mentions a challenge or extra requirement (“We desperately need LinkedIn help, too”), write it down. Don’t gloss over it. This often signals their core pain point, not a random add-on.
Instead of racing through your usual pitch, pause and ask follow-up questions. If they ask about social media, find out: Do they work with a designer already? Is content creation slow? Have they tried anything before that flopped?
Keep a notepad handy and make a show of jotting these points down. The simple act of writing demonstrates you’re taking their words seriously, and it often encourages clients to open up even more.
2. Recall and Share a Relevant, Real Case Study
This is where you make an impact. The moment you discover an overlap with a past project—whether it’s the industry, the business size, or the obstacle they’re facing—highlight it.
Share a concise (but detailed) story about a similar client: what they were up against, what wasn’t working, and how your intervention changed things. Pepper your story with specifics; avoid vague claims or hollow “best website” awards.
For example: Recently, I pitched to a regional manufacturer. He was wary because his competitor’s website had just doubled their export enquiries. I walked him through a project we delivered last quarter for a Welsh engineering firm: “They’d struggled to get decision-makers onto their site. We overhauled the layout, streamlined the product pages, and within three months, their inbound quote requests jumped by 23%. The ops manager still sends us Christmas chocolate.”
Have three to five memorable case study stories ready at all times, especially for your most common client types. Remember names and key outcomes. If you’re worried about overusing them, don’t be. People remember stories, not bullet points.
3. Explain the Decisions and Solutions, Including the Challenges
Clients know that nothing in web design is ever completely simple. Be open about the options you presented in your previous cases, and discuss what didn’t work perfectly, as well as what did.
For instance, when a client needed multilingual support, I described how we compared using Weglot to building separate micro-sites for each language. I explained the pros and cons: speed, costs, and SEO factors, then discussed what influenced our final choice.
This kind of honesty shows integrity and a genuine understanding of complexity. It shows you’re approaching the situation thoughtfully instead of simply offering a quick fix.
Never shy away from mentioning a tough lesson or early blunder you’ve since resolved. It makes you more relatable and trustworthy than pretending everything always goes to plan.
4. Connect Their Industry and Their Results
Don’t expect the client to instantly see the connection between a “nice design” and a solution to their business problem. Be specific and show the evidence. If you’ve helped similar businesses grow their sales, cut admin time, or win an industry award, make it clear and concise.
If the client is in retail, show how your work improved conversion rates or dealt with high-traffic sales periods. If it’s B2B engineering, discuss how improved navigation led to increased quote requests.
Always relate your work to outcomes they care about, such as revenue, saved time, fewer support issues, or entering new markets. Nothing will give your pitch credibility faster.
If possible, quantify the results: “After launching, their support ticket volume dropped by 30%, and their head of sales was able to retire the old spreadsheet for good.”
5. Adapt Quickly, Offer Solutions Beyond the Initial Request
If the conversation moves into unexpected territory, stay calm. This is a chance to show flexibility. Listen for hints about needs that weren’t in the original brief (like new integrations, marketing help, or training for staff). Share the steps you took with previous clients in similar situations.
For example, when a client in the food sector asked in passing about e-commerce add-ons, I described how we’d incorporated online ordering for another cafe, what challenges we hit (“the payment provider had a meltdown on opening day, a story I won’t forget”), and how we resolved it within hours.
This shows you can adapt and act as a real partner, not just provide a predefined solution.
Always have a mental list of solutions you’ve delivered, including honest lessons learned. Clients appreciate practical, experience-backed options, even if they aren’t perfect on paper yet.
6. Discuss Pros, Cons, and Next Steps Using Clear Language
Some agencies get cagey or make things more complicated than necessary when talking about costs, ongoing support, or possible limitations. This quickly erodes trust and undermines your pitch.
Be straightforward. Lay out the positives and drawbacks of possible solutions. Invite questions. Don’t ignore the difficult parts—how long it might take, what ongoing costs look like, and what sort of support they can expect after launch.
For example: “If we go down the Weglot route, you’ll get quick translation and lower up-front costs, but you’ll need an annual licence. Building full microsites costs more and takes longer but provides better SEO control. Let’s weigh up what’s most important for your business.”
Summarise each key decision point in a short list: “Here are the main pros, a couple of cons, and what we saw work for your industry peers.” This helps keep the discussion focused and establishes you as a reliable guide.
What Most People Miss
Many web designers believe they’re pitching design skills. In reality, the most effective pitches focus on building trust. Anyone can offer a “stunning website.” There are countless options out there. What motivates clients to choose and remain with you is the feeling that you understand their situation, have dealt with similar issues, and can guide them toward the best solution.
Real case studies you can recall during conversations not only show your experience but also prove that you’ve addressed similar challenges before, achieved results, and left clients satisfied.
Clients want to feel reassured. When you can tell a clear story about helping someone in their position and how you handled the challenges, your proposal appears to be the safe, intelligent choice.
The Bigger Picture
Over months and years of applying this approach, your business evolves. Each project serves as both a win and a foundation for future opportunities. Your library of stories expands. Soon, clients approach you because they’ve heard about your results “for that other company like ours.”
You spend less time fielding objections, and more time genuinely helping businesses address real challenges. Proposals get easier, because you know you have solid evidence on hand instead of empty claims.
On-the-spot case studies help you win new work, but they also establish a reputation for honesty, expertise, and results. Each success story builds your credibility and strengthens your business pipeline.
Wrap-Up
Bringing up relevant, real-life case studies during conversations with clients is the single most effective tool I’ve used to win new work and earn trust. Listen carefully, share honest stories, explain your reasoning, and connect everything back to the results your client actually needs.
This approach will strengthen your proposals far more than any flashy pitch deck or canned sales script. It also makes the process far less stressful.
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