How to turn client testimonials into better copywriting

How to power up your copywriting process with insights from client testimonials 29 August 2025

When you’re closely wrapped up in running your business, it’s not always easy to identify what it is that makes it special, even though that will help make your copywriting approach unique rather than generic. There is one particular resource that can help you achieve this – the words that your clients use about you.

Your client testimonials can provide great insights both for when you’re putting together your copywriting plan and when you’re developing your content. Here’s how:

1. Uncover the value

Take a closer look at your client testimonials and you may be surprised. You could discover that people find value not just in the service that you provide, but the way in which you provide that service. That’s great material for your content.

2. Identify why clients work with you

Is it your effortless way with people, your ability to resolve queries faster than others or it is just that you’re really reassuring in a crisis? What is your client feedback telling you? Insights of this kind can help you pick out what really matters to your customer-base and how best to communicate that to them.

3. Drill down into the adjectives

Take a closer look at the kinds of adjectives your clients use to describe your services. The insights these provide can prove a very useful thinking point for your content. Do these words relate to you specifically or to the way in which you work? It’s all great material for your copywriting approach and maybe even for helping to finetune your tone of voice.

4. Find the difference

Look at how your clients articulate why they choose to use your services and not someone else’s. This is a great basis for creating content thatdefines you more clearly in your marketplace and shares that all-important difference with the world.

5. Watch for repeats

Watch out for any recurring patterns within your client testimonials. Do certain themes keep coming up? Check whether your existing content is actually ignoring something that your clients particularly value about you.

Never underestimate people power

Make sure you don’t miss out on the power of testimonials when you’re planning your copywriting process. If you do, you could be overlooking the very qualities that make your business of value for the people that matter – your clients.