Copywriting is a skill many people (myself included!) study for years to get good at.
And even then, it takes plenty of practice to figure out how to write a high-converting sales page and what actually works.
But something I've learned over the years is that you don't always have to come up with the perfect words yourself.
Sometimes, your clients have already given them to you.
This brings us to my lesson in today’s article…
👉🏼 Use your clients' words in your sales copy.
Pay attention when your clients tell you what was holding them back from buying, what they were struggling with before they found you, and what changed after working with you.
Why? Because this is GOLD for your sales page.
Their words can help you speak to the struggles your potential clients are experiencing, show them what's possible, and address the questions or concerns that might be keeping them from buying.
How do you write a high-converting sales page?
To write a high-converting sales page, focus on your ideal buyer's problems, goals, objections, and desired results. Use real client feedback and testimonials to make your headline, sales copy, benefits, and FAQs specific to what your audience wants and needs to hear before buying.
The best part is you’re not guessing what your audience is thinking or hoping your messaging hits the mark. You can use real experiences from people you've already helped to make your sales page more specific and relatable.
Let me show you what I mean.
Why Your Clients' Words Make Your Sales Page Stronger
You can say you'll help someone “make more money” or “create more freedom” on your sales page. But what does that ACTUALLY look like for your client?
That's where their words come in!
Let's say a client tells you she used to check her bank account before grocery shopping to see if she could afford everything on her list.
That's SO much more specific than simply saying she wanted to make more money.
You could turn that into something like:
“Tired of checking your bank account before you go grocery shopping, wondering if you can actually afford everything on your list?”
See the difference? We're showing potential clients that we understand what they're going through, instead of just throwing around vague promises.
And the same goes for results! If a client tells you she's now making a sustainable income AND making it to her kids' school award ceremonies, that's a transformation worth talking about. 🙌🏼
Your clients' words help you get specific about what your offer actually means to the people buying it. And THAT'S the good stuff.
Where to Find Client Language for Your Sales Page
Good news! You don't have to go chasing down new information. You've probably already got some GOLD sitting in your inbox. 👀
Here are a few places to look:
Testimonials and reviews: Look beyond the “you're amazing!” comments. What specific results did clients get? What changed for them?
Client surveys and questionnaires: What were they struggling with before working with you? What did they want to achieve?
Emails and DMs: Did a client share a win, talk about something they were struggling with, or tell you why they finally decided to invest? SAVE THAT.
Sales conversations: What questions came up before someone bought? What were they worried about? These can give you clues about what your sales page needs to address.
Client check-ins: What are clients celebrating? What feels easier now? What surprised them about working with you?
Start collecting these little nuggets as you come across them. You don't need to dig through every conversation you've ever had (because who has time for that?! 😅).
Just start paying attention to what your clients are telling you. You'll be surprised by how much useful material you already have!
What to Look for When Collecting Client Feedback
Okay, so you've found all these lovely client comments. Now what? 👀
You don't need to save every single word. Look for the details that can actually help you make your sales page stronger.
Here are a few things to keep an eye out for:
Their struggles: What were they dealing with before working with you? For example, constantly checking their bank account before grocery shopping instead of simply saying they wanted to make more money.
Their objections: What made them hesitate before buying? For example, “I don't have time for another program.” If you offer bite-sized lessons that fit into a busy schedule, that's something worth addressing.
Their goals: What did they REALLY want to achieve? Maybe they wanted more clients, but what they really wanted was to stop worrying about how they'd pay their bills each month.
Their results: What changed after working with you? Look beyond the obvious wins! Maybe they increased their income AND can now attend their kids' school events without worrying about work piling up.
Their exact words: Are there phrases or descriptions you keep hearing from different clients? If several clients say they feel like they're “constantly chasing clients,” that phrase might be much more relatable than “struggling with client acquisition.”
And here's the important part: look for patterns, not just one-off comments.
If several clients mention the same struggle or rave about the same result, that's what you want to pay attention to!
Those common themes can help you figure out what to highlight on your sales page, which objections to address, and what your potential clients need to hear before they're ready to buy.
How to Use Client Language for a High-Converting Sales Page
Now that you've collected all these juicy client quotes, here’s how you actually USE them in your sales page. 👀
A few places to start are:
Your headline: What problem do your clients keep talking about? Could you use their words to help your ideal client think, “Yep, that's me!”
Example: If clients repeatedly talk about feeling like they're constantly chasing their next sale, you could try:
“Tired of wondering where your next client is coming from?”
Your problem section: Use the struggles your clients describe to show potential buyers that you understand what they're going through.
Example: Instead of saying, “You struggle with inconsistent income,” get more specific:
“You're checking your bank account before grocery shopping, wondering if you can afford everything on your list. And every slow month leaves you wondering how you're going to keep your business going.”
Your testimonials: Don't just add testimonials because you think your sales page needs them. Choose ones that show potential clients what's possible or address something they might be worried about.
Example: If a common objection is not having enough time, look for a testimonial from a client who explains how she fit your program into her already-busy schedule. That proof can help a potential buyer see how the offer might work for her, too.
Your FAQs: Are people asking the same questions before buying? Use those questions to figure out what you need to address on your sales page.
Example: If potential clients keep asking whether they need a large audience to get results, answer that question directly in your FAQ. Explain who the program is designed for and what someone needs to have in place before joining.
Your offer benefits: Look at what clients say they got out of working with you. You might discover a result or benefit you haven't been highlighting enough!
Example: If clients tell you they're finally able to attend their kids' school events without worrying about work, don't focus only on the income they earned. Show how the program can help them work toward a business that supports their life outside of work, too.
And remember, you don't need to copy and paste every client comment onto your page. 😉 Look for the common themes and use them to make your messaging more specific to the people you want to reach.
This way, there’s less guessing and more using what you already know about your clients. 🙌🏼
Keep Your Messaging Gold Nuggets in One Place
Now that you know what to look for to write a high-converting sales page, let's talk about keeping all those juicy details somewhere you can actually FIND them. 😉
Because let's be honest. Digging through old DMs, emails, client recordings, and testimonials every time you need to write something is NOT how you want to spend your afternoon.
That's why I created the free Sales Page Messaging Vault!
It's a simple Google Sheet where you can keep your client quotes, testimonials, struggles, objections, results, and all those little details you don't want to forget.
And when it's time to work on your sales page, you've already got a collection of real client language to pull from.
You can grab the vault below to keep everything all in one place. 🙌🏼
Where Else Can You Use Your Clients' Words?
Your sales page is a great place to start, but don't stop there!
Once you've collected all that GOLD, you've got messaging you can pull from for so much more than one page.
Here are a few other ideas:
Sales emails: Use the struggles your clients talk about to grab attention, or highlight a result that makes someone think, I want that, too!
Your website: Use the language your clients use to describe their problems and goals so your website feels more relatable and speaks directly to the people you want to reach.
Your offer messaging: Their feedback might reveal a benefit you've been overlooking or a result you haven't been talking about enough.
Remember our client who used to check her bank account before grocery shopping?
That same insight could become the opening of a launch email, or an Instagram post about the financial stress your ideal client is ready to leave behind.
And here's another little trick: you can even feed your collected client feedback into ChatGPT and ask it to identify common themes, recurring objections, and the results clients talk about most.
Just make sure you're using feedback you're allowed to share and remove any personal or identifying information first.
The point is, you don't have to come up with brand-new messaging every single time you create something.
Start with what your clients are already telling you. Save it, look for patterns, and use those insights to make your messaging more specific, relatable, and persuasive.
Because sometimes, the words you've been searching for are already sitting in your inbox. 😉
Ready to Put Those Words to Work?
Now it's time to turn all of that into a sales page that speaks to the right people and gets them excited about your offer.
My Sales Page Template for Coaches & Creatives walks you through the process with fill-in-the-blank prompts, guidance on what to include in each section, and a real sales page example to help you see how it all comes together.
