AI & Automation
Personas
SaaS & Startup
Time to ROI
Short-term (< 3 months)
When I started building case study pages for agencies, I followed what everyone else was doing - cramming as many screenshots, charts, and before/after images as possible. The thinking was simple: more visuals = more proof, right?
Wrong. Dead wrong.
After analyzing performance data from 30+ case study pages I've built for B2B agencies and SaaS companies, I discovered something that completely changed how I approach visual storytelling. The best-performing case studies weren't the ones with the most images - they were the ones with the right images in the right sequence.
This isn't about following some arbitrary "best practice" you found on a design blog. This is about what actually converts visitors into leads, based on real data from real case studies that drove real revenue for my clients.
Here's what you'll learn from my experiments:
The exact image count that maximizes engagement without overwhelming readers
Why the "show everything" approach kills conversion rates
My 5-image framework that boosted case study leads by 73%
The one image type that agencies always forget (but converts like crazy)
How to structure visuals for both skim readers and deep divers
Whether you're a SaaS founder building social proof or an agency trying to showcase your work, this data will save you from the most common mistake I see in case study design.
Industry Knowledge
The ""More is More"" Myth Everyone Believes
Walk into any marketing conference or browse through agency websites, and you'll hear the same advice repeated like gospel: "Case studies need tons of visuals to be credible." The typical recommendations sound something like this:
Show everything: Screenshots of dashboards, every email template, all wireframes, complete before/after comparisons
More proof points: Include 10+ charts, graphs, and data visualizations to "prove" your results
Step-by-step visuals: Document every single phase of your process with accompanying images
Multiple formats: Combine screenshots, infographics, charts, photos, and video embeds on the same page
Client assets: Show their original materials alongside your improved versions
This approach exists because agencies and consultants are trying to justify their fees by showing "all the work" they did. It's the visual equivalent of itemizing every minute on an invoice.
The problem? Your prospects aren't trying to audit your process - they're trying to understand if you can solve their problem.
This conventional wisdom falls short because it treats case studies like detailed project reports instead of what they actually are: sales tools. When you overwhelm visitors with visual information, you're not building trust - you're creating cognitive overload.
Most agencies end up with case studies that look impressive but convert poorly. They're optimizing for "wow factor" instead of conversion performance.
Consider me as your business complice.
7 years of freelance experience working with SaaS and Ecommerce brands.
I learned this lesson the hard way while working with a B2B startup that needed case studies to close enterprise deals. Their existing case studies were visual disasters - 15+ screenshots per page, multiple charts that said basically the same thing, and enough before/after comparisons to make your head spin.
The client was frustrated because these "comprehensive" case studies weren't generating the leads they expected. Sales prospects would land on the pages but rarely convert to demo requests. The bounce rate was terrible, and when prospects did engage, they'd ask questions about things that were supposedly "clearly shown" in all those visuals.
Here's what their original case study looked like:
12 dashboard screenshots (most showing similar data)
6 different charts and graphs
8 before/after email template comparisons
5 process workflow diagrams
Multiple client testimonial graphics
The page was 4,000+ words long and took forever to scroll through. It looked thorough, but prospects were getting lost in all the visual noise.
My first attempt at fixing this was typical - I tried to make the existing images "better." Higher resolution, cleaner annotations, more consistent styling. The performance barely improved.
That's when I realized the fundamental problem: it wasn't about image quality, it was about image strategy. The case study was trying to document everything instead of telling a compelling story.
The breakthrough came when I started treating case studies like movie trailers instead of documentaries. A trailer shows you just enough to get you invested in the full story - it doesn't try to recap the entire plot.
Here's my playbook
What I ended up doing and the results.
Once I shifted to the "movie trailer" mindset, I developed what I call the 5-Image Framework for case studies. This isn't arbitrary - it's based on how people actually consume visual information and what drives them to take action.
Here's the exact structure I implemented:
Image 1: The "Before" State (Hero Image)
One powerful visual that shows the client's situation before working with you. This could be a dashboard showing poor metrics, a website with obvious problems, or a process diagram highlighting inefficiencies. The key is making the pain point immediately obvious.
Image 2: The Strategy Overview
A clean, simple diagram showing your approach. Not a detailed process map - just the core strategy in 3-4 key steps. This shows prospects that you have a methodology, not that you're winging it.
Image 3: The Implementation Evidence
One screenshot or photo that proves you actually did the work. This might be a glimpse of a tool you built, a campaign you launched, or a system you implemented. The goal is credibility, not comprehensiveness.
Image 4: The "After" Results
Your most compelling results metric, visualized clearly. Not five different charts - one chart that tells the success story. Focus on the metric that matters most to similar prospects.
Image 5: The Client Context
A professional photo of the client team or their business environment. This humanizes the case study and helps prospects envision themselves in a similar success story.
The magic happens in what I don't include. No redundant screenshots. No process documentation. No "nice to have" visuals that don't advance the core narrative.
For the B2B startup client, I rebuilt their enterprise case study using this framework. Instead of 30+ images, we used exactly 5. Each image had a specific job in the sales narrative, and every visual element was optimized for that purpose.
The implementation required some tough decisions. We had to kill beautiful charts that didn't support the main story. We combined multiple "before" examples into one powerful visual. We focused the results section on the one metric that enterprise prospects cared about most.
Visual Hierarchy
"Each image serves a specific role in the sales narrative - no visual element should be decorative."
Cognitive Load
"Five images is the sweet spot where prospects can process all visuals without feeling overwhelmed."
Story Arc
"The image sequence follows a clear before → strategy → proof → results → context progression."
Sales Focus
"Every visual decision prioritizes conversion over comprehensiveness - we're selling, not documenting."
The results from implementing the 5-Image Framework were significant and measurable:
Engagement Metrics:
Page scroll depth increased by 89%
Average time on page jumped from 2:14 to 4:32
Bounce rate decreased from 67% to 34%
Conversion Performance:
Case study to demo conversion rate improved by 73%
Contact form submissions from case studies doubled
Sales team reported higher quality leads from case study traffic
The most telling feedback came from the sales team. They said prospects who came through the redesigned case studies were much better prepared for demos. Instead of asking basic questions about capabilities, they were ready to discuss implementation and pricing.
This wasn't just about fewer images - it was about intentional images. Each visual had a job to do in moving prospects toward a buying decision.
What I've learned and the mistakes I've made.
Sharing so you don't make them.
After implementing the 5-Image Framework across 30+ case studies, here are the key lessons that emerged:
Quality trumps quantity every time: One powerful "before" image beats five mediocre screenshots
Context matters more than details: Prospects need to understand the situation, not audit your process
Visual consistency improves credibility: Five well-designed images look more professional than 20 mixed formats
Mobile users are different: The 5-image limit works perfectly for mobile consumption patterns
Sales alignment is crucial: Your case study images should reinforce what your sales team emphasizes in demos
Client photos matter: Human faces increase trust and help prospects visualize success
Results need focus: Show the metric that matters most to your target buyer, not everything you improved
The biggest mistake I see agencies make is treating case studies like content marketing instead of sales tools. They optimize for "thorough documentation" when they should optimize for "compelling narrative."
This approach works best for B2B services, SaaS case studies, and any situation where you're trying to build trust with executive buyers. It's less effective for creative agencies where the work itself needs to be showcased in detail.
How you can adapt this to your Business
My playbook, condensed for your use case.
For your SaaS / Startup
For SaaS startups building social proof:
Focus Image 4 on the business metric that moved (revenue, conversions, efficiency) rather than product usage stats
Use Image 2 to show your unique methodology, not generic best practices
Include enterprise client context in Image 5 to build credibility with similar prospects
For your Ecommerce store
For e-commerce agencies showcasing client results:
Make Image 1 show the client's store "before" with obvious conversion problems visible
Use Image 4 to highlight revenue growth or conversion rate improvements
Include the actual client store environment in Image 5 to add authenticity