What the work has actually produced
Ranking screenshots are easy to fake and easy to cherry-pick. These are full accounts, including what did not work.
This page must be built from real client data. Do not publish it until you have at least one contractor who has agreed to be written about. An empty case studies page is better than an invented one — the second is the single fastest way to lose a sceptical contractor, and it exposes you if a prospect calls the named business to check.
The template we use for each case study
Copy this structure for every client write-up so the page stays consistent and credible.
The business. Who they are, where they operate, how many trucks, what mix of residential and commercial work.
The situation. Where they ranked, what their profile looked like, how many calls search was producing before we started. Include the numbers even when they are embarrassing — especially then.
What we found. The specific problems, named. “Fourteen duplicate town pages” is more convincing than “technical issues.”
What we did, in order. Month by month. This is the part prospects read most carefully because it tells them what their own first six months would look like.
What happened. Rankings, map pack visibility, calls, form fills and booked jobs where the client can share them. Use ranges rather than invented precision if exact figures are not available.
What did not work. Every honest case study has one. Including it makes the rest believable.
What the client says. A real quote, attributed to a real person, with permission.