Intro

I’m sure you’ve heard of the term “lead magnet” in marketing?

It’s something that businesses give away for free in order to entice prospects into becoming customers.

You have one. It’s your case study.

This guide is a follow-up to the Launch Fast Formula. If you’ve already gone through that guide, you know the strategy: Offer your services as a product bundle that is based on a step-by-step process. Your case study will demonstrate your process and help you attract clients by showing—not just telling—what you do.

This guide helps you put that strategy into action. You’ll build a simple landing page and a powerful case study that shows your process and results. No fluff. Just something clear, fast, and real.

Even if your project isn’t perfect or finished, you’ll learn how to turn the work you’ve done into something valuable you can share. The goal is not to impress. The goal is to connect with potential clients who have the same problem as the one you solved.

We’ll use an example to guide you through each step: a project for a called SmartLaunch, where the designer created an adaptive brand system to help them scale quickly without getting stuck in brand debates.

Let’s begin.

Step 1: Pick a project and frame the problem

Start by choosing a project you want to showcase. This can be a real client, a side project, a collaboration, or even a made-up scenario that shows the kind of work you want to do.

Don’t worry if the project isn’t perfect. Done is better than perfect. The purpose is to show your process—not just the end result.

Here’s what to do:

Choose a project:

• Think about a time when you helped solve a messy or unclear problem.
• It could be a new brand, a new feature, a design audit, a growth experiment—anything with a before-and-after story.

Write it down:

• Project name
• Type of client (e.g. early-stage SaaS, agency, solo founder)
• What they were struggling with before you helped

Step 2: Break down your process

This is the heart of your case study. Clients want to know how you think and work. This section is where you walk them through the steps you took to solve the problem.

Don’t try to make your process sound fancy or complicated. Keep it clear and specific. Think of it like telling a story: what you did, why you did it, and how it helped.

Use 3 to 5 steps. Each step should describe a clear action or phase. Avoid buzzwords. Just write what happened.

Notice how each step:

• Describes a specific action
• Builds on the one before it
• Is focused on solving the original problem

We’re not showing deliverables yet. That comes later. Right now, just write the story of what you did and why.

Step 3: Show the outcome

Now that you’ve explained the process, it’s time to show what changed.

This is the “after” state. What’s better now? What results came from your work?

Not every project has numbers—and that’s okay. Focus on clarity and transformation. Describe how the client’s situation improved, even if it’s not measurable yet.

Use plain language. You’re not pitching. You’re reporting.

If you do have metrics, share them. If not, use quotes, screenshots, or side-by-side comparisons.

Tip: Think like a reporter, not a marketer. Focus on what changed and why it matters.

Step 4: Package your story visually

Now that you’ve told the story, it’s time to show it.

You don’t need a full-blown design portfolio. A few clear visuals go a long way. Think of this as a visual summary of the process and results. You’re building trust by giving people something real to look at.

Use whatever you have:

• Screenshots
• Diagrams
• Whiteboard sketches
• Slides
• Before/after comparisons
• Loom video walkthroughs

Each visual should connect to a part of your story:

• If you described a messy handoff process, show a screenshot of the old cluttered file.
• If you built a system, show the final structure or template.
• If your work led to better design consistency, show side-by-side examples.

Keep each image focused and purposeful. Add a short caption if needed. Don’t over-explain. Let the image do the work.

Optional but powerful:

Record a 2–3 minute Loom video walking through the visuals and explaining what the viewer is looking at. Keep it casual. This builds connection.

You’re not trying to impress. You’re trying to build clarity and trust.

Step 5: Write a positioning message that attracts your ideal client

Your case study should end with a short message that helps the right people see themselves in your work. This isn’t about selling hard—it’s about signaling who you help and what kind of problems you solve.

Keep it short, specific, and aligned with your audience.

You’re answering this question:

“Who is this for, and what kind of result can they expect?”

Think of it like a summary at the end of a story. You’ve shown your thinking, your process, and your outcome. Now you’re telling readers, “If this looks like your situation, I can help.”

Notice:

• It speaks directly to a specific kind of team (SaaS builders, fast-moving)
• It points to a specific problem (brand decisions slowing things down)
• It offers a specific result (a brand system that scales)

You can use this message again on your landing page or reuse it as a one-liner in sales calls, DMs, or posts.

This closing message isn’t optional. It’s what turns your case study into a magnet. Without it, readers may like your work but won’t know if it applies to them.

Step 6: Build a simple landing page that sells your story (and your offer)

In the Launch Fast Formula, you learned how to create a simple offer based on solving one clear problem for one type of person. That offer becomes your magnet—something that attracts leads instead of chasing them.

Your landing page brings that magnet to life.

This page isn’t just about showing a case study. It’s about wrapping that story in positioning that makes people say, “This is for me.”

Here’s how to structure your landing page so it connects your offer, case study, and ideal client:

1. Headline

Lead with the outcome or pain point your audience cares about most.

This should reflect the core of your offer—the same one you defined in Launch Fast.

2. Subheadline or short paragraph

Back it up with a quick, clear explanation of who you help and how.

Pull from your “offer clarity” section in the Launch Fast workbook:

• Audience
• Problem
• Promise

3. Case Study Preview

Now show your proof. This is where the case study comes in.

Pick 1–2 visuals and 3–5 bullet points that highlight:

• The problem
• Your process
• The outcome

This isn’t just about showing good work. It’s about reinforcing your positioning. The reader should think, “They’ve done this before—for someone like me.”

4. Call to Action (CTA)

This is where you connect the offer to the next step.

If you followed Launch Fast, your CTA should match your “fast funnel.”

Keep it low-friction and high clarity.

Examples:

• “Book a 15-min intro call”
• “DM me on Twitter to see if I can help”
• “Apply for a whiteboard session”

5. Optional: Build trust fast

These are extra, but helpful:

• A 2-minute Loom walk-through of the case study
• Keywords that describe your service (e.g. “Brand systems, SaaS, launch design”)
• One or two micro-testimonials (from the project or related work)

Remember: You’re not pitching a service. You’re showing a story that matches your offer—and giving your ideal client a clear path to take action.

Closing thoughts: What to do next

You now have all the raw material for a powerful case study and landing page.

You’ve:

• Chosen a project that reflects your offer
• Framed the problem clearly
• Walked through your process step by step
• Highlighted the outcome
• Packaged the story with visuals
• Wrapped it in a landing page tied to your Launch Fast offer

You don’t need to overthink it. You don’t need to keep tweaking. Just ship it.

The goal is not perfection. The goal is momentum.

Your first case study will give you something to share. Something to post. Something to DM. It’s a proof point. And once it’s live, you’ll start seeing what resonates—and where to improve.

Here’s what to do next:

• Download the Checklist PDF (Top left of this page)
• Publish your landing page (Notion, Framer, Webflow, whatever’s easiest)
• Share the link on social, in DMs, and wherever your audience hangs out
• Pay attention to what people respond to—then make your next case study better and faster

One case study is good. Three is better. Keep building. Keep shipping. Keep showing your thinking.

Clients don’t hire portfolios. They hire clarity.