Tools and providers
Web agency case studies: what a UK buyer can verify before trusting the story
A claim by claim checklist for auditing UK web agency case studies: verify live URLs, analytics, accessibility and references before you trust the story.
What to take away
- A case study is a claim until you match it to a source you can open yourself.
- Ask for the live URL, the launch date and read-only analytics access rather than a PDF.
- Check the supplier at Companies House, test the build, and hold result claims to the CAP Code.
- Book reference calls yourself and write the questions before you dial.
- Once delivery is verified, move on to the staffing questions this site covers elsewhere.
Separate the narrative from the claim
Agency case studies exist to win work. That does not make them dishonest, but it does make them promotional. Read one with a pen: mark each factual claim, then ask what evidence sits behind it.
Ask for the URL of the project as it stands today, because a site can be rebuilt by someone else after launch.
Most claims fall into a few groups: conversion or enquiry growth, traffic, speed, accessibility, design quality and company stability. Each can be checked in part without the agency's help.
A case study with no live URL, no launch date and no named referee is a brochure page.
A claim by claim checklist
- Enquiries and conversionsask for the analytics property, the date range, and whether the figure is absolute or per session.
- Speedrun the live URL through Google Lighthouse and PageSpeed Insights on a mobile profile.
- Accessibilityopen the published statement and use the site with a keyboard only.
- Design and buildcompare the current site with the Internet Archive Wayback Machine to confirm the earlier version.
- Company statusread the agency's filings for directors, accounts and dormant periods.
- Trackingcheck that the cookie banner and consent record match the ICO's PECR guidance.
Company checks cost nothing. The Companies House organisation page holds filings, directors and accounts you can read in minutes.
Example: auditing a claim of doubled enquiries
Auditing a claim of doubled enquiries
| The claim | What to request | Where you verify it |
|---|---|---|
| Enquiries doubled | GA4 property, date range, and how an enquiry is counted | A screen share while you watch |
| Loads in under a second | Test URL plus device and connection profile | Lighthouse on the live page |
| Fully accessible | Audit name, date and conformance level | The Act and WCAG 2.2 criteria |
| Clients stay for years | Two referees with direct contact details | Your own reference call |
Accessibility claims carry legal weight. The Equality Act 2010 sets the duty to make reasonable adjustments, which applies to websites used to provide services.
Testimonials and headline results sit under advertising rules too. The ASA advertising codes require evidence for objective claims.
Portfolio evidence you can open in a browser
Web design agency portfolio evidence is the part you can test without anyone's permission. Open each live site, view the source, and run the markup through the W3C validator.
A polished screenshot proves very little. A live URL proves the agency shipped something that still works. Check the footer credit and the copyright year for a rough date.
Two live sites in your own sector tell you more than ten screenshots in a slide deck.
Reference calls: a three step routine
- Ask for three referees whose projects match yours in sector, size and platform, and request contact details rather than written praise.
- Write your questions first: scope changes, who did the work, launch slippage, and the month after go live.
- Ring the referee. Ask what they would change, then ask which people from the agency worked on the build.
The staffing questions a verified case study raises
Delivery evidence answers one question and opens another. If an agency shipped well in 2024, can it repeat that in 2028? Read the skills forecast for England for the split between current capability and later scenarios.
Then map what you verified to the team roles every web project needs, from decisions and research to design, engineering and assurance.
Common questions
Does a case study need a named client?
Not always, and confidentiality is a fair reason for anonymity. You should still get a sector, a project size, a launch date and one referee you can ring.
Can I trust screenshots of analytics?
Treat them as prompts rather than proof. Ask for a live screen share of the property, or read-only access for the length of your procurement.
How many references should I ring?
Two or three is enough when they match your project. One friendly referee chosen by the agency tells you very little.
What if the agency refuses read-only access?
Ask for a screen share instead, with the date range agreed in advance. A refusal on both counts is a reason to look at another supplier.
