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Choosing the format

Decide whether this deal needs a testimonial or a full case study

A case study takes weeks and a customer’s goodwill. A testimonial takes a minute. Picking the wrong one either wastes the favour or leaves a buyer without the proof they asked for. Answer five questions to choose.

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Free, no sign-upWhich format does this need?
  • Recommends a format from your buyer and your customer
  • Shows the runner-up when two formats both fit
  • A side-by-side table of effort and payoff
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Decision helper

Which format does this need?

Answer with one deal or one page in mind. If two formats are close, you will see both.

Where is the buyer?
How big or complex is the purchase?
How much time can the customer give?
What does the buyer need to see?
Where will it be used?

Answers stay in your browser.

Side by side

TestimonialCase study
What it provesPeople like working with youHow you solved a specific problem
Customer effortA minute or twoAn interview plus a draft review
Your effortApprove and publishInterview, write, design, get sign-off
Best placementHomepage, landing pages, beside a CTASales follow-up, proposals, a dedicated page
How many you needMany, across audiencesA few, for your key segments

In StoryProof

Grow testimonials into case studies with StoryProof

  1. 1

    Start with a testimonial request

    One link, two questions. Customers answer in a video, an audio note or text, whichever is quickest for them.

  2. 2

    Spot the stories worth expanding

    Review answers in your queue. When one mentions a clear before and after, tag it "case-study-candidate".

  3. 3

    Invite those customers to an interview

    Ask for twenty minutes, send your questions ahead, and offer them the draft before anything is published.

  4. 4

    Publish the short version straight away

    The testimonial does not have to wait for the case study. Add it to your Wall of Love while the longer piece is written.

What happens next: The case study links back to the original testimonial, and the testimonial gives a reader a reason to read the full story.

Before you start

Before you choose

  • A case study is a favour

    It asks much more of the customer than a testimonial. Ask for it when the story and the relationship can carry it.

  • Numbers need permission

    Results in a case study must be the customer’s real figures, approved by them for publication.

  • One format will not cover every page

    Most teams need many short testimonials and a handful of case studies, not one or the other.

Questions

What is the difference between a testimonial and a case study?

A testimonial is the customer’s opinion in their own words. A case study tells the full story of a problem, what was done and what changed, usually with the customer’s figures.

Can one customer give both?

Yes, and it is often the best route: a quick testimonial first, then a case study if the story and the relationship support it.

Start with the quick win

Collect testimonials now and spot the customers whose stories deserve a case study.

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Last updated 2026-11-04.