Pitch Deck + Case Study Templates
Two assets you'll use over and over: a 10-slide pitch deck for in-person and Zoom meetings, and a case study format for every client you ship.
Part 1 — The 10-slide pitch deck
Use this when:
- A prospect wants to see it in a deck format (some industries expect this)
- You're presenting to a small team or decision committee
- You're at a Chamber of Commerce / business networking event
Don't use it on a 15-minute discovery call — the live demo is better. Save the deck for when the situation calls for it.
The slides
Slide 1 — Cover
Title: "Subscription Websites for [Niche]" Subtitle: "[Their business name] — [today's date]" Footer: Your agency name + your name Visual: Big background image (a screenshot of your best work)
Shows you took the 60 seconds to personalize. Most pitch decks don't.
Slide 2 — The problem (their version)
Headline: "Right now, when someone searches for [their service] in [their city]..." Body: Three stats:
- "76% of customers check the website before visiting"
- "[Specific competitor name] shows up #1. You don't show up at all."
- "Every missed customer is worth ~$[realistic number] over their lifetime"
Visual: A screenshot of the competitor's #1 listing next to their absence.
Personal. Specific. Painful.
Slide 3 — The cost of doing nothing
Headline: "Doing nothing isn't free" Body: "If you lose 1 new customer per week to a competitor with a better online presence:
- $[avg customer value] × 52 = $[annual loss]
- That's $[multiply by realistic LTV multiple] over the lifetime of those customers
- That's a real number. The good news: it's also recoverable."
Visual: Simple math on a card.
Slide 4 — What we do
Headline: "We build, host, and grow websites for [niche]" Body: 4 icons in a row:
- 🎨 Designed (custom, no templates)
- ☁️ Hosted (sub-2s loads, global CDN, daily backups)
- 🛠 Maintained (48-hour edits, no surprise bills)
- 📈 Grown (monthly content, GBP, basic SEO)
Visual: Each icon with a 1-line caption.
Slide 5 — Live example
Headline: "Here's one we built for [client name]" Body: Big screenshot of your best client site (Mixed Greens, or whatever).
- Quick stats: load time, lighthouse score, MRR they pay
- "This took us 7 days to build."
Visual: Browser-frame mockup with the screenshot.
Slide 6 — How fast
Headline: "Live in 7 days" Body: 4-step process timeline:
- Today: Free 15-min call (you're doing this now)
- Day 2: Live preview of YOUR site
- Day 5: Round of edits
- Day 7: Live on your domain
Visual: Horizontal timeline graphic.
Slide 7 — Pricing
Headline: "Three plans. Most clients pick the middle." Body: Three columns side-by-side:
| Starter | Growth ⭐ | Pro |
|---|---|---|
| $97/mo | $197/mo | $397/mo |
| Site, hosting, basic edits | + content updates, GBP, basic SEO | + advanced SEO, social posts, ads management |
| For: small biz that just needs a real site | For: biz that wants more customers | For: biz ready to invest in growth |
Footer: "All plans: no setup fee, month-to-month, cancel anytime."
Visual: Clean three-column layout, middle one slightly elevated/highlighted.
Slide 8 — Why us (vs. alternatives)
Headline: "Why us, not someone else" Body: 3-column comparison:
| Hire a freelancer | Use a template (Wix/Squarespace) | Us |
|---|---|---|
| $3-8K upfront, then they vanish | $30/mo + you do all the work | $197/mo, we do all the work |
| Site is yours but stale in 6 mo | Site is fast but generic | Custom + maintained forever |
| You call when something breaks | You call yourself when something breaks | You text us. 48 hours. |
Visual: Simple 3-column table with checkmarks.
Slide 9 — Risk reversal
Headline: "What you risk vs. what we risk" Body: "You risk: $197 for one month. If you hate it, cancel. We send you a static export of the site you can host wherever for $5/month. We risk: Building you a complete, custom website knowing we have to keep earning your subscription every month or you walk."
Footer: "We've designed this so we have to keep delivering. That's the deal."
Visual: Two columns, simple text.
Slide 10 — Let's go
Headline: "Want to start?" Body: "Three ways to take the next step:
- Sign today. I send the agreement and Stripe link, we kick off Monday.
- Want to think on it? Let's pencil [next [day], same time] for a follow-up.
- Need to loop in [partner/spouse]? Happy to do a quick joint call."
Footer: Your name, email, phone, calendar link.
How to use the deck
- Don't read every slide. Talk through them. The deck is a backdrop, you're the show.
- Slide 5 (live example) is where you should pause and live-demo if possible. Click to your actual portfolio site.
- Slide 10 always ends the call — don't have a "questions?" slide. The 3-option close is the question.
- Send the deck after the call as a PDF, with a personalized email.
Tools to make it
- Pitch.com (free) — best for slick decks, easy template editing
- Google Slides — free, less polished
- Figma Slides — if you want full design control
- Keynote / Powerpoint — fine but feels old
Build it once, modify the cover slide per prospect (10 seconds in any tool), reuse forever.
Part 2 — The case study format
After every successful client launch, write a case study. One per quarter for the first year. They become your most powerful sales asset.
What every case study needs
Header
- Client name
- Industry / location
- One-line summary ("How we helped [client] go from [before state] to [after state]")
- Hero image (the client site or a representative photo)
"At a glance" box (3–5 stats)
- Time to launch
- Performance metrics (load time, Lighthouse)
- Business outcome (visits, calls, leads — whatever's measurable)
- Plan tier they're on
- Time as a client
The story (3 sections, ~500 words total)
1. The problem (1 paragraph) Specific. What was broken? What were they losing?
"Mixed Greens had 364 five-star reviews and zero website. Locals knew them, but nobody driving through St. George could find them. Their menu lived on Facebook posts, their hours conflicted across three platforms, and their best dish photos were trapped in Yelp comment threads."
2. The solution (2 paragraphs) What you built. Specific decisions you made and why.
"We built them a static site on Next.js + Cloudflare Pages — static export means sub-1.5s loads on mobile and zero ongoing infrastructure cost for them. The menu went on the site as proper structured data (so Google now shows their dishes in search results). We unified hours across Google Business Profile, the website, and Facebook so customers always see the same information."
"Click-to-call and click-to-order are present on every section, with a sticky mobile bar so the conversion is one tap from any scroll position. We also wrote schema.org Restaurant + Menu + Reviews markup so the site appears in Google Maps with star ratings and menu items inline."
3. The result (1 paragraph) What changed. Honest, specific, with numbers if you have them.
"Site went live on day 7 of engagement. The first weekend, the owner reported three new walk-ins who said they Googled the place — something that had literally never happened before. Within 30 days, traffic was up [X], call volume from the site was up [Y], and they upgraded to Pro tier to add Google Ads management for delivery promotion."
The pull quote
A real customer quote, prominently placed. If they didn't say something quotable, ask:
"If a friend asked you how the site has worked out, what would you say?"
Their answer is your pull quote.
Visual evidence
- Side-by-side before/after if you have screenshots
- Stat callouts as designed graphics, not just numbers in text
- A representative screenshot of the live site
- Optional: short video tour of the site (Loom is great for this)
CTA at the bottom
"Want one like this for [your business type]? [Book a free 15-min call]"
Case study template (markdown)
Use this as the boilerplate. Save as case-studies/[client-slug].md in your kit.
# [Client Name] — [One-line summary]
**Industry:** [Restaurant / HVAC / etc.]
**Location:** [City, State]
**Plan:** [Starter / Growth / Pro] — $[price]/mo
**Live since:** [Month YYYY]
## At a glance
- ⏱ **Time to launch:** [N days]
- ⚡ **Page load:** [X.Xs] mobile, Lighthouse [score]
- 📈 **Result:** [specific metric]
## The problem
[1 paragraph — what was broken, what they were losing]
## What we built
[2 paragraphs — specific stack decisions, specific features, specific reasons]
## The result
[1 paragraph — what changed, with numbers if available]
> "[Pull quote from the client]"
> — [Client name], [their role]
## Tech stack
- Next.js 15 (static export)
- Tailwind CSS v4
- Cloudflare Pages (hosting)
- Stripe (subscription billing)
- [Anything else specific to this build]
## Want one like this?
[Book a free 15-min call ↗](your-call-link)
Where to use case studies
- On your agency site —
/case-studies/[client]— the case study you have for Mixed Greens already - In email follow-up — "Here's a case study from a similar client" is a powerful day-3 followup email
- On LinkedIn / Twitter / IG — one case study = 5+ social posts (the headline, each section, the result, the quote)
- In your pitch deck — slide 5 features the most relevant case study to the prospect
- Inbound SEO — case studies often rank for "[your niche] website examples" searches
- Press / Awards — if you submit your work for design awards (Awwwards, CSS Design Awards), case studies are the artifacts
Asking for case study permission
Most clients are happy to be featured if you ask the right way:
"Hey [Name] — quick ask. We're putting together a case study about the work we did for [their business] and the results so far. Would you be cool with us:
- Showing screenshots of your site on our portfolio
- Including a short quote from you (we'd send it to you for approval first)
- Linking to your live site
No personal financials, no internal info — just what we built and how it's performing. Most clients are flattered to be featured. Sound okay?"
90% say yes. The 10% who don't have specific reasons (PR concerns, stealth mode, etc.) — respect them.
If they're a referral source, even better — case studies attract more like them.
What NOT to put in a case study
- ❌ Made-up metrics. If you don't have a number, don't fabricate. "Up significantly" is fine.
- ❌ Embarrassing client problems. Don't say "their previous site was a disaster." Say "they were operating without a real digital storefront."
- ❌ Trash-talking other agencies. Even if their previous web person was bad. Stay above it.
- ❌ Their internal pricing or financials unless they explicitly approved.
- ❌ Quotes you wrote yourself. People can tell. If they didn't say it, you can't quote it.
- ❌ Tech jargon they wouldn't understand or care about. Adjust to your audience.
A note on visual case studies
For prospects who don't read long-form, a one-page visual case study PDF works wonders:
- Page 1: 2-column layout — left side: 4 big stats, right side: hero screenshot
- Page 2 (optional): One paragraph + one big quote + your contact info
Make these in Figma, export as PDF, attach to follow-up emails. Looks expensive, takes 30 minutes per case study to build a template + 10 minutes per client.
Tools: Figma (free), Adobe Express (free), Canva (free).
The compounding asset
Case studies compound. Three case studies = a credible portfolio. Ten case studies = "the agency that knows [niche] inside out." Thirty case studies = inbound interest you couldn't generate any other way.
Make case studies a habit. Every Friday afternoon, ask yourself: "What did I ship this week that's worth writing up?" Write the bullet points down. By the time you have 5 clients, you'll have 5 case studies, almost without thinking about it.