Imagine a world in which potential clients chose their next agency based ONLY on case studies. This is admittedly a tad harsh on start-ups with no history to speak of, but let's focus on the agencies that are already up and running and have a few clients/jobs under their belt.
Imagine this client-in-waiting has a HUGE budget just waiting to be handed over and all you have to do is show them the awesome work you've done before. Now look at your site and creds and rate your case studies out of 5...
How did you do? I'm hoping you scored 5 out of 5, but also expect a few of you might be somewhat sheepish having found that you either don't have any or that those you do have are three years old and a poor representation of the work you're capable of.
Being a new business agency, we - as you might imagine - spend a large amount of our time trying to fine-tune the way our clients look to potential clients. We're regularly surprised by the number of agencies happy to present page after page listing services provided but have no practical examples of their work.
I can promise you some very senior managers hire agencies JUST because of case studies. If you're the guys that increased SOANDSO's online sales by 48%, I want some of that. If you're the guys that produced the BLAHBLAH campaign for THOSE GUYS, well sign me up. Etc.
If you're just another shopping list of services, welcome to the pile marked "the same as everyone else". If you're the guys with a suite of hard-to-argue-with case studies showing stunning work, impressive creativity and results (yes, actual commercial results!) then congratulations - you’re already a full neck ahead of your competition.
You wanted some new business, didn't you? Then draw me in by showcasing your OLD business. It might just tip the balance in your favour.