Case studies and customer stories that work
Generic testimonials don't convert. Specific stories do.
Before, during, after, in their words
What problem they had, how it felt, what changed. Specific dollar amounts, specific times saved, specific outcomes. Names where allowed.
Photo and a quote, on one page
One page per case study, with a real photo (no stock), a specific quote, and the result. Five of those beat 50 generic five-star reviews.
Use them in sales calls
Case studies aren't just for the website. Sent before a sales meeting or quoted in a proposal, they close higher-value deals.
Take your version of this question further
This is one operator-tested angle on the question. Your shop, your size, your trade, and your team change the answer. Ask your specific version inside Ask a Shop Owner to get a response grounded in how owners like you actually handled it.