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Case Study & Results Pages for Law Firms: How to Prove Your Value and Win More Clients

A structured guide to building case study pages that demonstrate real outcomes, build trust with prospective clients, strengthen your E-E-A-T signals, and increase your law firm’s visibility across search engines and AI platforms.

This advantage extends beyond human visitors. As AI-powered platforms like ChatGPT, Perplexity, and Google AI Overviews increasingly mediate how people discover and evaluate legal services, factual results documentation gives these systems verifiable data points to cite. Understanding how to structure these pages for both human readers and AI systems is essential for any law firm building a comprehensive website page architecture.

This guide walks through the structural, ethical, and technical requirements for building case study pages that work as conversion tools, E-E-A-T authority signals, and AI-citable content assets — within the compliance framework that governs legal marketing.

What Are Case Study Pages for Law Firms?

A case study page documents a specific legal engagement from start to finish. Unlike a testimonial (which captures a client’s subjective impression) or a practice area page (which describes your services generally), a case study follows a narrative structure: it identifies a problem, describes your approach, and quantifies the result.

For law firms, case studies typically fall into three categories. Outcome-focused case studies highlight specific verdicts, settlements, or resolutions — a personal injury firm documenting a seven-figure settlement, for example. Process-focused case studies emphasize the strategic approach — how your firm navigated a complex custody arrangement or a multi-party business dispute. Results pages aggregate multiple outcomes into a summary format, often organized by practice area, to demonstrate a pattern of success rather than a single data point.

Each format serves a different point in the buyer journey. Aggregated results pages address early-stage prospects who want to gauge your firm’s overall track record. Detailed single-case studies serve prospects closer to a hiring decision who want to see how you handle situations similar to theirs. Both page types belong in your site’s legal marketing strategy and complement other content formats like FAQ pages structured for AI search visibility.

Why Case Study Pages Matter for Law Firms

Social Proof and Client Trust

The legal services buying process is inherently high-stakes and trust-dependent. Prospective clients face asymmetric information — they cannot easily evaluate a lawyer’s skill before hiring. Case studies address this gap by providing evidence-based reassurance.

According to the Content Marketing Institute and MarketingProfs 14th Annual B2B Content Marketing Survey (fielded July 2023; 894 B2B respondents, mostly North American), 78% of B2B marketers now use case studies and customer stories in their content marketing, up from 67% the previous year. The same research found that 53% of B2B marketers rate case studies as one of the content formats that deliver their best results — tied with video for the top position.

In the legal industry specifically, the Clio 2024 Legal Trends Report found that firms investing more in technology and marketing achieve utilization rates above the industry average of 37% and earn higher profit margins. Case study pages represent one of the highest-value investments in marketing content because they serve multiple functions simultaneously: conversion tool, trust signal, and search asset.

E-E-A-T and Authority Signals

Google’s Search Quality Rater Guidelines emphasize Experience, Expertise, Authoritativeness, and Trustworthiness (E-E-A-T) as critical factors in evaluating content quality. Case study pages directly address the first element — Experience — by providing documented evidence that your firm has handled real matters with measurable outcomes.

For “Your Money or Your Life” (YMYL) topics — a category that includes legal services — Google applies heightened scrutiny to content quality and source credibility. A well-structured case study page with verifiable details, appropriate disclaimers, and clear attribution strengthens your site’s trust signals across all YMYL evaluations. This strengthened trust signal extends beyond the case study page itself, supporting the authority of your broader SEO strategy.

AI Platform Citability

AI platforms increasingly serve as the first point of contact for people seeking legal services. Research published in the Proceedings of the 30th ACM SIGKDD Conference on Knowledge Discovery and Data Mining (KDD ’24), Barcelona, Spain, August 25–29, 2024, found that specific content optimizations — including citing authoritative sources, presenting statistics clearly, and using fluent, factual language — can improve visibility in generative engine outputs by up to 40% (Aggarwal et al., 2024; DOI: 10.1145/3637528.3671900).

Case study pages are naturally well-suited for AI citability because they contain the exact type of content these systems prioritize: specific, factual, verifiable claims with clear attribution. When an AI platform is asked to recommend a law firm for a particular type of case, a documented track record of outcomes in that practice area provides the kind of evidence the system can reference. This is a core principle of Generative Engine Optimization (GEO).

Anatomy of a High-Performing Case Study Page

Essential Structural Elements

Effective case study pages follow a consistent structure that serves both human readers scanning for relevance and AI systems extracting factual claims. The following elements, presented in order, form the backbone of a high-performing case study page.

1. Headline and summary block. Lead with the outcome and practice area. A headline like “Premises Liability Case: $1.2M Settlement for Workplace Injury” immediately communicates relevance. Include a 2–3 sentence summary that captures the key facts — this becomes the passage most likely to be cited by AI platforms and featured in search snippets.

2. Client situation and challenge. Describe the circumstances that brought the client to your firm. Be specific enough to help prospects recognize their own situation, while remaining compliant with confidentiality obligations. If using anonymized details, state that clearly: “Client details have been modified to protect confidentiality.”

3. Your approach and strategy. This section demonstrates the “Experience” and “Expertise” components of E-E-A-T. Describe the legal strategy, the investigative process, expert witnesses retained, or negotiations conducted. Process transparency distinguishes substantive case studies from simple outcome claims.

4. Results and outcomes. Present quantifiable results prominently. Use visual formatting — large type, contrasting colors, or bordered highlight boxes — to make key numbers immediately scannable. Pair the numbers with context: “Secured a $1.2M settlement — three times the initial offer from the insurance carrier.”

5. Mandatory disclaimer. Include a jurisdiction-appropriate disclaimer such as: “Past results do not guarantee future outcomes. Every case is unique and must be evaluated on its own merits.” This is not optional — it is required by most state bar advertising rules (discussed in the compliance section below).

6. Call to action. Close with a clear next step: “Facing a similar situation? Contact our team for a free case evaluation.” Link directly to your intake form or consultation scheduling page.

Presenting Results Effectively

The way you present quantitative outcomes affects both conversion performance and AI citability. Consider these approaches for making results accessible to different audiences.

For single-case studies, use a highlight card that isolates the key metric. Structure the result with context — the starting position, the outcome, and the timeline. For example: “Initial demand rejected by insurer → 14-month litigation → $2.4M jury verdict.” This narrative arc gives AI systems a clear factual chain and gives prospective clients a sense of the process.

For aggregated results pages, organize outcomes by practice area and present them in a sortable or filterable format. Include case type, outcome category (settlement, verdict, dismissal), approximate value range, and year. This structured format provides AI platforms with rich, machine-readable content that can support recommendations for specific case types. Aggregated results pages function as a type of hub page in your content architecture — connecting to individual case studies as spokes.

For both formats, use structured data markup (schema) to help search engines understand the relationship between your firm entity, the case type, and the outcome. This is especially important for law firms targeting visibility in Google AI Overviews and local search results.

Ethical and Compliance Considerations

Case study pages for law firms operate within a regulatory framework that does not apply to other industries. State bar advertising rules vary significantly, and non-compliance can result in disciplinary action. Every firm should review its state bar’s specific advertising rules before publishing case studies, but the following principles apply broadly.

Disclaimer requirements. Most jurisdictions require a disclaimer stating that past results do not guarantee future outcomes. The ABA Model Rules of Professional Conduct (Rule 7.1) prohibit communications about a lawyer’s services that are “false or misleading.” A case study that presents outcomes without appropriate context — implying that similar results are typical or guaranteed — may violate this standard. Some states, including New York (22 NYCRR 1200, Rule 7.1) and Florida (Rule 4-7.13), have additional specific requirements for advertising past results.

Client confidentiality. Case studies must not reveal confidential client information without informed consent. Under ABA Model Rule 1.6, attorneys have a duty to protect client confidences. Options for compliance include obtaining written consent from the client, anonymizing identifying details while maintaining factual accuracy, or using publicly available information from court records. Clearly state which approach you are using.

Truthfulness and context. Present outcomes accurately and in context. If a large settlement was achieved after years of litigation, state the timeline. If the outcome depended on unusual circumstances, note them. A case study that cherry-picks favorable details while omitting material context may be considered misleading under bar advertising rules.

Specialization claims. Be cautious with language suggesting specialization or expertise unless your state bar has a certification program. States like Texas and Florida have formal specialization certification processes, while others restrict the use of terms like “specialist” or “expert” in marketing materials.

Optimizing Case Studies for SEO and GEO

Case study pages sit at the intersection of traditional search optimization and the emerging discipline of Generative Engine Optimization (GEO). When structured correctly, they can rank in organic search, appear in AI Overviews, and be cited by conversational AI platforms.

Title tag and meta description. Include the case type, the outcome category, and your firm’s geographic focus. For example: “Personal Injury Case Study: $1.2M Settlement | [Firm Name] | Los Angeles.” The meta description should summarize the outcome in language that reads naturally as a featured snippet or AI citation.

Heading structure. Use H2 headings that mirror questions a prospective client might ask: “What was the challenge?”, “What approach did the firm take?”, “What were the results?” This question-based structure aligns with how AI systems parse content to answer user queries. For a deeper look at heading strategy, review the principles in our guide to GEO tactics that improve AI visibility.

Schema markup. Implement JSON-LD schema that connects your case study to your firm’s entity graph. At minimum, include Article schema with author attribution, Organization schema linking to your main business entity, and consider using the InterCore Attorney Schema Generator to ensure compliant structured data. If your case study is associated with a specific location, include areaServed markup to strengthen local relevance signals.

Internal linking. Each case study should link to the relevant practice area page, your results index page (if applicable), and 1–2 contextually related resources. This follows the hub-and-spoke content model that strengthens topical authority across your site. Your practice area pages should link back to relevant case studies, creating bidirectional authority flows.

Content length and depth. Individual case studies typically perform well at 800–1,500 words — long enough to include meaningful detail but focused enough to maintain reader engagement. Aggregated results pages may be longer, but should use clear visual hierarchy and filtering to prevent information overload. Research suggests that long-form content averaging around 1,447 words tends to perform well in organic search rankings.

Measurement Framework for Case Study Performance

Implementation Guide: Building Your First Case Study Page

Creating effective case study pages is a systematic process. The following steps walk through the process from case selection through publication and optimization.

Step 1: Select cases strategically. Choose cases that represent your target practice areas and ideal client profile. Prioritize cases with clear, quantifiable outcomes and situations that prospective clients are likely to recognize as similar to their own. A personal injury firm, for example, should select cases spanning different injury types and circumstances — not just the single largest verdict.

Step 2: Obtain consent and gather documentation. Before writing, secure written permission from the client (or confirm the case details are available through public court records). Gather the key facts: initial situation, legal strategy, timeline, outcome, and any noteworthy procedural details. If working with anonymized data, establish what level of detail you can include while maintaining confidentiality.

Step 3: Draft the narrative structure. Follow the anatomy outlined above: headline with outcome, situation summary, strategy description, results with context, and disclaimer. Write in plain language — avoid legal jargon that prospects may not understand. The goal is factual clarity, not persuasive advocacy. This distinction matters for AI citability: systems like ChatGPT and Perplexity prioritize content that reads as informative rather than promotional.

Step 4: Apply technical optimization. Implement the SEO and GEO strategies described above: optimized title tag, question-based heading structure, JSON-LD schema markup, and strategic internal links to your practice area marketing pages and your main services hub. Every case study should link to its parent practice area page and to your central results index.

Step 5: Review for compliance. Before publishing, verify that all disclaimers are present, client confidentiality is maintained, outcome claims are accurate and contextualized, and no language implies guaranteed results. If your state bar has specific formatting requirements for advertising past results, confirm those requirements are met.

Step 6: Publish and integrate into your content ecosystem. Once published, link to the new case study from relevant practice area pages, your homepage (if space allows), and any related blog posts or educational content. Update your site’s XML sitemap and submit the new URL to Google Search Console. If your firm maintains an AI visibility monitoring program, add the case study’s target queries to your tracking set.

Frequently Asked Questions

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References

1. Aggarwal, P., Murahari, V., Rajpurohit, T., Kalyan, A., Narasimhan, K., & Deshpande, A. (2024). GEO: Generative Engine Optimization. In Proceedings of the 30th ACM SIGKDD Conference on Knowledge Discovery and Data Mining (KDD ’24), Barcelona, Spain, August 25–29, 2024, pp. 5–16. DOI: 10.1145/3637528.3671900
2. Content Marketing Institute & MarketingProfs. (2024). B2B Content Marketing Benchmarks, Budgets, and Trends: Outlook for 2024. 14th Annual Survey, fielded July 2023; 894 B2B respondents, mostly North American. URL: https://contentmarketinginstitute.com/b2b-research/b2b-content-marketing-benchmarks-budgets-and-trends-outlook-for-2024-research
3. Clio. (2024). 2024 Legal Trends Report. Based on aggregated data from tens of thousands of legal professionals in the U.S.; survey of 1,028 U.S. legal professionals, June 5–23, 2024; and consumer survey of 1,003 U.S. adults, June 28–July 2, 2024. URL: https://www.clio.com/resources/legal-trends/2024-report/
4. American Bar Association. (2020). Model Rules of Professional Conduct: Rule 7.1 — Communications Concerning a Lawyer’s Services. URL: https://www.americanbar.org/groups/professional_responsibility/publications/model_rules_of_professional_conduct/rule_7_1_communications_concerning_a_lawyer_s_services/
5. American Bar Association. (2020). Model Rules of Professional Conduct: Rule 1.6 — Confidentiality of Information. URL: https://www.americanbar.org/groups/professional_responsibility/publications/model_rules_of_professional_conduct/rule_1_6_confidentiality_of_information/
6. Google. (2024). Search Quality Rater Guidelines — Experience, Expertise, Authoritativeness, Trustworthiness (E-E-A-T). URL: https://developers.google.com/search/docs/fundamentals/creating-helpful-content
7. Google. (2024). Introduction to Structured Data Markup. URL: https://developers.google.com/search/docs/appearance/structured-data/intro-structured-data

Conclusion

Case study and results pages are among the most underutilized content assets in legal marketing. They satisfy multiple objectives simultaneously: they build trust with prospects evaluating your firm, strengthen your site’s E-E-A-T signals for Google’s quality systems, and provide the kind of structured, factual content that AI platforms prioritize when making recommendations.

The implementation process requires attention to both content quality and regulatory compliance — but the payoff is substantial. A well-built library of case studies creates a compounding advantage: each new documented outcome strengthens your firm’s authority profile across both traditional search and AI-mediated discovery channels. For firms building a comprehensive AI-powered SEO strategy, case study pages are foundational.

Start with your strongest practice area, build 3–5 well-documented case studies following the structure in this guide, and expand from there. Integrate each case study into your legal marketing hub through strategic internal linking. Then measure the impact — on conversion rates, on search visibility, and on your firm’s presence in AI-generated responses.