Case studies vs testimonials – what’s the difference?

Lia Bartley

Marketing is constantly evolving. Back in the days before the internet (if you can imagine such a thing), much of a business’ advertising was done via word of mouth. People trust the experiences of others – and in 2025, that’s no different.

In the realm of online marketing, people still have plenty of opportunity to share their encounters with your business. This can be done largely via reviews, case studies and testimonials – all of which are ways for customers or clients to express how they feel their interaction with you, your business, your products or your services went (for better or worse).

We all know what reviews look like – those shiny gold stars that appear on Google or Trustpilot, along with a (hopefully) glowing assessment of the patron’s experience – but what, exactly, is the difference between the latter two? This blog will explore each in more depth.

Case studies

Essentially, a case study is a demonstration of how your business (whether through your products or services) has helped somebody, showcasing real life results. These typically contain quotes from the customer, meaning that it’s not just a case of you advertising your business – you’re sharing the praise of another, while indirectly showing interested clients that this is how you can help them, too.

Testimonials

Testimonials can come in different forms – whether video, written or endorsements – and can help to build trust and credibility. They differ from reviews in that they are usually longer and more formal, and they signal to other customers that your products or services are reputable – so, if you have happy clients, then don’t be afraid to ask them to share their experience. Positive affirmations from individuals who are of a similar mindset to those who are currently browsing your products or services can be just the marketing tool that can tip an interested website peruser into your next satisfied customer.

Keeping your website regularly updated with your most recent reviews, testimonials and case studies can be essential to winning new clients. If you’re looking to work with a team of experts who can upload these on your behalf, get in touch with Engage Web today.

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Lia Bartley

Content Editor at Engage Web

With years of experience in the financial sector, Lia has swapped the world of mis-sold PPI in exchange for life as an eagle-eyed editor at Engage Web, ensuring our wonderful clients have equally wonderful content on their websites.