We all want website copy that makes us stand out, but sometimes pinpointing what does make us stand out can be difficult. It’s easy to get lost in industry jargon or focus on what you — or your peers — think matters most. But what you may not realize is that the words that will connect most with your future customers are already out there, woven into the feedback from those you've already served. 

That’s right, we’re talking about client testimonials. 

You already know how valuable testimonials are for getting potential customers to buy — over 72% of consumers say positive reviews increase their trust in a business — but testimonials can do much more than validate your brand; they can also help you uncover the strengths that truly define your brand’s value. And because they come directly from your clients, these insights are a free and authentic way to shape website copy that connects with your audience and drives sales.

Keep reading to find out how to tap into this powerful yet often underutilized resource.

The formula: transforming testimonials into persuasive copy

Mining testimonials for copywriting gold doesn’t need to be complicated. Here’s a simple, three-step formula that can take your client reviews and turn them into website copy that does the selling for you:

1. Analyze your testimonials for patterns

Start by giving your client testimonials a deep dive. 

As you read through them, look for recurring themes: 

• Is there a particular problem your clients are repeatedly thanking you for solving? 
• What was most helpful about your service? 
• Where did you exceed their expectations?

Take note of the specific pain points they mention and how you helped address their needs. This step is about identifying what makes your brand invaluable to your audience.

2. Highlight their struggles

Now, take those recurring themes and use them to craft the hook of your copy. First focus on the struggles your clients mentioned in their testimonials. These moments of frustration will become the basis of your value proposition. When you speak to those pain points, you’ll grab the attention of readers who are in the same boat. This then positions your business to be the solution to the challenges your potential customers are likely experiencing right now. And above all, it makes them feel seen and heard, which helps build the trust they will need to buy from you.

3. Showcase your solution

Finally, connect the dots by showcasing how your expertise helped fix the issues your clients wrote about. This is where you can dig into the skills, services, or unique approaches that made your clients’ lives easier or better. 

The key here is to be very specific. Don’t summarize what your clients said into a vague statement like “We provide a unique, hands-on experience with our clients.” Instead focus on the exact skills, approaches, or qualities that clients have praised.

Try something like, “We’ll guide you through each step, starting with an in-depth kickoff session to capture your vision. You’ll receive regular progress updates, and we’ll touch base after each milestone to keep everything on track and aligned with your goals.”  See the difference?

Being specific about what your clients love will set you apart and give new customers a reason to choose you above everyone else. 

The formula in action

Let’s look at a real-world example of this formula at work. Imagine you run a sustainable fashion brand that’s passionate about producing eco-friendly clothing. Here are two sample testimonials from happy clients:

Testimonial 1: "I’ve always struggled to find stylish, affordable clothing that aligns with my values of sustainability. Most brands claim to be eco-friendly but don’t live up to it. When I found [Brand], I was blown away by the quality, transparency, and commitment to using sustainable materials. Not only that — their designs are gorgeous and fit perfectly. I finally feel like I don’t have to compromise my style for my ethics!"

Testimonial 2: "Shopping for sustainable fashion used to be such a challenge. Everything was either too expensive or didn’t suit my taste. But [Brand] completely changed that for me. They offer beautiful designs that are affordable and ethically made. Plus, their transparency about sourcing is a game-changer. I feel confident knowing exactly where my clothes come from and that my purchases align with my values."

Using the formula, here’s how we’d break this down:

Step 1: Identify the pattern

Both testimonials highlight a recurring theme: customers were frustrated by the difficulty of finding stylish, affordable clothing that truly aligns with their sustainability values. They both love that this brand offers a solution that balances aesthetics, affordability, and ethical sourcing.

Step 2: Highlight the struggle

In your website copy, you can use these testimonials to hone in on your audience’s struggle. Consider a headline like: “Is your love for fashion clashing with your values?” This taps directly into the pain point of having to compromise personal style for ethical fashion — something both customers emphasized.

Step 3: Showcase your solution

The body of the copy should now focus on how your brand solves this dilemma. You’d emphasize your commitment to transparency, sustainable sourcing, and affordability, just as the testimonials called out. 

For example: “At [Brand], we believe you shouldn’t have to choose between style and sustainability. Our clothing will fulfill your aesthetic dreams and ethical standards — all at prices that won’t make you flinch.”

Et voilà, by pulling out these elements, you’ve transformed real-life feedback into persuasive website copy that speaks directly to the needs of your future clients.

Leverage testimonials to take the guesswork out of copywriting

Ready to take the guesswork out of discovering your brand’s unique superpowers? Stop trying to imagine what your audience might connect with, and use their own words to guide the narrative. 

Need help getting the kind of detailed and glowing testimonials that will lead to rich insights and impactful website copy? Download our testimonial resource to start turning your client feedback into conversion-driving website content.