Every construction company says it’s experienced, reliable and committed to quality. Clients have heard it all before. What they want is evidence.
A well-written project case study provides it. It shows a prospective client what you did, how you did it and how it turned out. And it’s far more persuasive than another paragraph about your values.
Yet many case studies are little more than a photograph, a project value and a list of services. Here’s how to write one that wins work.
Start with the challenge
The most interesting part of any project is what made it difficult. A tight programme. A live hospital site. Poor ground conditions. A listed façade. Neighbours who needed to be kept happy.
Open with that. It immediately tells the reader this is a real project with real problems, and it sets up your solution.
A case study with no challenge is just a description. And descriptions don’t win contracts.
Explain what you did, and why
This is where your expertise shows. What approach did you take? What options did you consider? Why did you choose the one you did?
Be specific. “We delivered the project safely and on time” could describe almost any job. “We phased the work over three summer holidays so the school could stay open throughout” tells a prospective client exactly how you think.
Technical detail is fine, as long as it serves the story. Explain the decisions, not every activity.
Show the results
How did it turn out? Use measurable results where you can: completed on programme, under budget, zero reportable accidents, a BREEAM rating, a reduction in carbon.
Only use figures you can stand behind. A prospective client may well ask.
Let the client speak
A short quote from the client is worth more than anything you can say about yourself. Ask them what difference you made, not just whether they were satisfied.
“They kept the school running throughout, and the children barely noticed” is the kind of sentence a bid manager dreams of.
Always get the client’s approval before publishing, both for the quote and for the case study itself.
Use a consistent structure
Once you have a format that works, use it for every case study. It makes them quicker to write, easier to read and simple to reuse in bids, on your website and in presentations.
A structure that works well:
- Project summary: client, location, value, programme, sector
- The challenge: what made it difficult
- Our approach: what you did, and why
- The result: outcomes, with figures
- Client view: a short quote
Write it while the project is fresh
The best details are forgotten within months. Capture the story at practical completion, while the site team still remembers the problems they solved. Take the photographs then too.
A quick checklist
- Does the case study open with a real challenge?
- Does it explain your decisions, not just your activities?
- Are the results specific and verifiable?
- Is there a client quote, approved for use?
- Could a bid team lift it straight into a tender?
I’ve written for construction companies, developers and consultancies, including E E Smith Contracts, Berkeley Group and CBRE. See how I help property and construction businesses or get in touch.