Case study teasers that pull visitors deeper

Key takeaways

A case study section on a homepage works best as two or three short teasers, each with the customer type, the problem, one specific result and a real photo, linking to the full story. Teasers prove you have done work like the visitor's and move them to a page where they read more and often enquire.

• 2 or 3 teasers, not a gallery of 12.
• Each: customer type, problem, one result, real photo.
• Pick work that matches your most valuable buyers.
• Link every teaser to a full case study page.

What is a case study teaser?

A case study teaser is a short summary of a real project placed on the homepage: who the customer was, what they needed, what changed and a photo, with a link to the full story. Its job is not to tell the whole story but to show relevant experience and pull interested visitors to a page that does.

• Why your homepage is not converting visitors into customers
• Testimonials and case studies on your website

Which projects should you feature?

Feature the work you most want more of, not the most impressive. If most profit comes from kitchen refits, show three kitchens, not the one-off hotel. Match the customer types on your homepage to the visitors you want: a buyer who sees a project like theirs is far more likely to enquire.

• Say who your homepage is for, and who it is not for

What should each teaser say?

Keep each teaser to about 30 to 60 words: a heading with the customer type and result ('Café in Bath: 40 covers added without a rebuild'), one line on the problem, one line on what you did and a real photo. Use a number where you have one and permission to share it.

• Numbers on your homepage: proof or decoration?
• Website images that help visitors decide

Where should the section sit?

Put it after the services summary, when visitors know what you do and want proof that you do it well. Put a call to action straight after it, because proof is the point at which interested visitors are most ready to act.

• How often to repeat the call to action on a homepage
• Where to place social proof so it lifts enquiries

When should you skip case studies on the homepage?

Skip them if you cannot share details for confidentiality reasons and have no anonymised version, or if the work is so routine that one review says as much. Replace them with before-and-after photos or a short 'recent jobs' list instead.

• Before-and-after work on your homepage

What does this look like in practice?

A pattern we see: a portfolio grid of 20 small thumbnails with no words, linking to nothing. Replacing it with three captioned teasers that link to full stories usually increases clicks into the site and gives sales calls something specific to refer to.

• See client work
• Website Design & Development for UK businesses

Case study section checklist

• Choose 2 or 3 projects that match your best buyers.
• Write a heading with customer type and result.
• Add one line on the problem and one on the fix.
• Use real photos with captions.
• Link each to a full case study page.
• Follow the section with your main call to action.

• The trust bar under your hero: what goes in it
• Numbers on your homepage: proof or decoration?

Next step

Pick the three projects most like the work you want next year and write a 50-word teaser for each using the format above.