Use your customers' own words on your homepage

Key takeaways

Voice of customer homepage copy uses the exact phrases buyers say in reviews, calls and emails. Collect 50 to 100 snippets, group them by problem, outcome and worry, and use the most repeated phrases in your headline, subheadline and supporting points. Customers recognise their own words faster than yours.

• Collect 50 to 100 phrases from reviews, calls and emails.
• Group them: problem, desired outcome, worry, reason they chose you.
• Use the most repeated phrases in the headline and supports.
• Quote customers only with consent and without edits that change meaning.

What is voice of customer copy?

Voice of customer copy is website text built from the words customers actually use to describe their problem, what they want and why they chose you. It replaces the industry terms owners use with the plain phrases buyers type into Google and recognise on a page.

• Why your homepage is not converting visitors into customers
• Use your customers' own words in social media content

Where do you find customers' words?

Look in Google and other reviews, enquiry emails and forms, call notes, WhatsApp messages, sales call recordings with consent and the questions people ask at the end of jobs. Copy phrases exactly, including the odd wording. 'Didn't have to chase them once' is better copy than 'excellent communication'.

• Showing Google reviews on your website, the right way
• Customer interviews before a website project: what to ask

How do you turn snippets into homepage copy?

Sort snippets into four groups: the problem in their words, the outcome they wanted, the worry before buying and the reason they chose you. The most repeated problem and outcome phrases shape the headline and subheadline. Worries become supporting points and FAQs. Reasons become your 'why choose us'.

• Homepage message hierarchy: one main point, three supports
• 'Why choose us' sections that actually differentiate
• An FAQ section on your homepage: when it helps

Can you quote reviews directly on the homepage?

Yes, with care. Use genuine reviews, attribute them honestly and do not edit them in a way that changes their meaning. The CMA's guidance and the Digital Markets, Competition and Consumers Act 2024 treat fake or misleadingly selected reviews as unfair. Short quotes near the call to action work well.

• Where to place social proof so it lifts enquiries

When is customer language the wrong choice?

When customers use a term that is inaccurate or legally risky, such as a medical word that implies a treatment you cannot claim, or slang that reads badly to a different audience. Use their meaning in accurate words. Also be careful not to copy one loud customer; use phrases that repeat.

• A homepage for a service buyers do not understand yet

What does this look like in practice?

A pattern we see: a firm describes itself as offering 'facilities management solutions' while customers' reviews keep saying 'they just sort everything in the building'. Moving the customers' phrase into the subheadline makes the homepage instantly clearer to the people who write those reviews.

• See client work
• Website Design & Development for UK businesses

Voice of customer checklist

• Collect 50 to 100 exact phrases from customers.
• Group them into problem, outcome, worry and reason.
• Count which phrases repeat most.
• Use the top phrases in the headline and supports.
• Quote reviews honestly and with attribution.

• Homepage message hierarchy: one main point, three supports
• A homepage for a service buyers do not understand yet

Next step

Copy your last 30 reviews into a document and highlight every phrase that describes a problem or result. Count the ones that repeat.