[{"data":1,"prerenderedAt":246},["ShallowReactive",2],{"blog:voice-of-customer-landing-page-copy":3,"mdc-4i24hd-key":4},{"document":4,"meta":245},{"data":5,"body":11,"toc":229},{"title":6,"description":7,"date":8,"author":9,"slug":10},"Voice-of-customer for landing-page copy: every headline traced back to a quote","How to write landing-page headlines from your customers' own words, and keep a trail from every line back to the survey answers and reviews it came from.","2026-11-12","Eryk, Founder, RawQuotes","voice-of-customer-landing-page-copy",{"type":12,"children":13},"root",[14,22,29,34,39,44,50,57,71,77,82,88,93,99,104,110,115,127,136,142,147,153,158,163,168,177,185,190,195,201,206,211,216],{"type":15,"tag":16,"props":17,"children":18},"element","p",{},[19],{"type":20,"value":21},"text","Voice-of-customer copy is landing-page text built from phrases your customers wrote, with every line traceable to the answers behind it. The method: (1) collect answers where people describe the problem, (2) copy phrases word for word, (3) sort them by their job on the page, (4) count people, (5) write each line from one phrase and log its source.",{"type":15,"tag":23,"props":24,"children":26},"h2",{"id":25},"where-voice-of-customer-research-usually-goes-wrong",[27],{"type":20,"value":28},"Where voice-of-customer research usually goes wrong",{"type":15,"tag":16,"props":30,"children":31},{},[32],{"type":20,"value":33},"Most teams read the feedback and then summarise it. \"Onboarding friction\" lands on a slide, and the sentence a visitor would have recognised is gone: \"I didn't want to spend another weekend setting up a planner.\" (That answer is made up for this post, like every customer phrase below.) A summary is written in your team's words, and the people reading your page don't use them.",{"type":15,"tag":16,"props":35,"children":36},{},[37],{"type":20,"value":38},"The opposite mistake is the one vivid quote. The funniest line in the export becomes the headline, though one person wrote it and nobody else said anything like it. A phrase earns a headline when several people say the same thing, each in their own way.",{"type":15,"tag":16,"props":40,"children":41},{},[42],{"type":20,"value":43},"The third mistake shows up later. Two months after launch someone asks where the headline came from, and nobody can find the answers. Without a trail you can't defend the line, and you can't tell whether it still holds after the next survey.",{"type":15,"tag":23,"props":45,"children":47},{"id":46},"the-method-step-by-step",[48],{"type":20,"value":49},"The method, step by step",{"type":15,"tag":51,"props":52,"children":54},"h3",{"id":53},"_1-collect-answers-where-people-describe-the-problem",[55],{"type":20,"value":56},"1. Collect answers where people describe the problem",{"type":15,"tag":16,"props":58,"children":59},{},[60,62,69],{"type":20,"value":61},"You need text, so star ratings and multiple-choice answers won't help here. Good sources are a question right after sign-up (\"What almost stopped you from signing up?\"), cancellation answers, app reviews, support e-mails and notes from sales calls. The ",{"type":15,"tag":63,"props":64,"children":66},"a",{"href":65},"\u002Fuse-cases",[67],{"type":20,"value":68},"use cases page",{"type":20,"value":70}," shows where people already write this down and what to ask them.",{"type":15,"tag":51,"props":72,"children":74},{"id":73},"_2-copy-phrases-word-for-word",[75],{"type":20,"value":76},"2. Copy phrases word for word",{"type":15,"tag":16,"props":78,"children":79},{},[80],{"type":20,"value":81},"Paste each phrase with its source and date. Keep the typos and the odd grammar for now: you'll edit later, and you need to know what was said. A phrase can be part of an answer, as long as its words sit next to each other in the original.",{"type":15,"tag":51,"props":83,"children":85},{"id":84},"_3-sort-phrases-by-their-job-on-the-page",[86],{"type":20,"value":87},"3. Sort phrases by their job on the page",{"type":15,"tag":16,"props":89,"children":90},{},[91],{"type":20,"value":92},"Most landing pages need four kinds of line. The problem in the customer's words goes in the headline. The moment they went looking for a fix opens the page. What nearly stopped them answers objections near the button, and what changed afterwards goes in the proof section. A phrase can fit more than one pile; put it where it is strongest.",{"type":15,"tag":51,"props":94,"children":96},{"id":95},"_4-count-people-not-phrases",[97],{"type":20,"value":98},"4. Count people, not phrases",{"type":15,"tag":16,"props":100,"children":101},{},[102],{"type":20,"value":103},"Inside each pile, group the phrases that mean the same thing and count how many different people said each one. The biggest group is your headline candidate. A striking phrase from one person goes on a \"seen once\" list, and you look at that list again after the next batch of answers.",{"type":15,"tag":51,"props":105,"children":107},{"id":106},"_5-write-each-line-from-one-phrase-and-log-it",[108],{"type":20,"value":109},"5. Write each line from one phrase, and log it",{"type":15,"tag":16,"props":111,"children":112},{},[113],{"type":20,"value":114},"Take the plainest phrase in the group and change as little as you can. Then add a row to a trace sheet: the line as it appears on the page, the phrase it came from, and the answers behind it, with enough detail (source, date, the first few words) to find each one again.",{"type":15,"tag":16,"props":116,"children":117},{},[118],{"type":15,"tag":119,"props":120,"children":126},"img",{"alt":121,"height":122,"loading":123,"src":124,"width":125},"Diagram: three example answers from a planner app's sign-up survey and Google Play reviews, each with its phrase about setup marked, joined into the headline \"A planner you won't spend the weekend setting up\", and that headline's row in a trace sheet listing the phrase and the answers it came from",600,"lazy","\u002Fblog\u002Fvoice-of-customer-landing-page-copy\u002Ftrace-sheet.svg",800,[],{"type":15,"tag":16,"props":128,"children":129},{},[130],{"type":15,"tag":131,"props":132,"children":133},"em",{},[134],{"type":20,"value":135},"Diagram with example data.",{"type":15,"tag":51,"props":137,"children":139},{"id":138},"_6-reread-the-full-answers-before-you-publish",[140],{"type":20,"value":141},"6. Reread the full answers before you publish",{"type":15,"tag":16,"props":143,"children":144},{},[145],{"type":20,"value":146},"Read the whole answer behind each phrase. Cut out of its sentence, a phrase can say the opposite of what the person meant: \"easy to set up\" reads differently inside \"it looked easy to set up, then took me two hours\".",{"type":15,"tag":23,"props":148,"children":150},{"id":149},"doing-it-in-rawquotes",[151],{"type":20,"value":152},"Doing it in RawQuotes",{"type":15,"tag":16,"props":154,"children":155},{},[156],{"type":20,"value":157},"RawQuotes handles the grouping and the counting in step 4. It reads your feedback in one place, groups answers that say the same thing into named insights, and counts the answers behind each. Sorting phrases by their job on the page stays with you.",{"type":15,"tag":16,"props":159,"children":160},{},[161],{"type":20,"value":162},"Every insight opens into quotes copied character for character from the answers. A quote is a continuous run of words from one answer, never shortened with an ellipsis, never corrected, never two fragments joined. When a quote can't be found word for word in its answer, RawQuotes throws it away instead of fixing it. That makes an insight's quotes a phrase library you can trace.",{"type":15,"tag":16,"props":164,"children":165},{},[166],{"type":20,"value":167},"Bring the text in first. You can import a form export, paste reviews or support e-mails, or ask the question after sign-up with a RawQuotes survey. Then open Insights. Each insight shows how many answers back it, which sources they came from, and, when it is one, whether it is a problem or praise. Show quotes opens up to three of them, each with its source and date, and for a survey answer the question it answers. Copy the phrases you want from there into your trace sheet.",{"type":15,"tag":16,"props":169,"children":170},{},[171],{"type":15,"tag":119,"props":172,"children":176},{"alt":173,"height":174,"loading":123,"src":175,"width":125},"Illustration: the RawQuotes insight \"Worried that setup will take too long\", marked Generated and Problem, backed by 12 answers from an after-sign-up survey and Google Play reviews, opened into three quotes shown word for word with their source, question and date, and a link to see all 12 answers",770,"\u002Fblog\u002Fvoice-of-customer-landing-page-copy\u002Finsight-phrase-library.svg",[],{"type":15,"tag":16,"props":178,"children":179},{},[180],{"type":15,"tag":131,"props":181,"children":182},{},[183],{"type":20,"value":184},"Illustration with example data.",{"type":15,"tag":16,"props":186,"children":187},{},[188],{"type":20,"value":189},"Write your copy from the quotes and leave the insight's name alone. The model writes the name and the description; the quotes and the counts come from your customers, and the Insights page says so.",{"type":15,"tag":16,"props":191,"children":192},{},[193],{"type":20,"value":194},"Step 6 is a click. Open in context opens the whole answer a quote came from, with the quoted part marked inside it. See all 12 answers (or however many back the insight) lists every answer in the group, so the \"answers behind it\" column of your trace sheet can point at the whole group.",{"type":15,"tag":23,"props":196,"children":198},{"id":197},"where-this-method-stops",[199],{"type":20,"value":200},"Where this method stops",{"type":15,"tag":16,"props":202,"children":203},{},[204],{"type":20,"value":205},"Customers' words are raw material. A phrase can still promise something your product doesn't do, and copy about price, speed or results has to be true whoever said it first. Edit for length if you need to, as long as the meaning stays.",{"type":15,"tag":16,"props":207,"children":208},{},[209],{"type":20,"value":210},"Small numbers don't make a pattern either. In a period with fewer than ten complete responses, RawQuotes names no insight and shows the count instead; with a list that short, read every answer yourself.",{"type":15,"tag":16,"props":212,"children":213},{},[214],{"type":20,"value":215},"The people who answer a survey or write a review are only some of your visitors, and nobody has shown that the phrase most of them used converts. Test the new headline against the old one before you call it a win.",{"type":15,"tag":16,"props":217,"children":218},{},[219,221,227],{"type":20,"value":220},"If you want to build a phrase library from your own answers, ",{"type":15,"tag":63,"props":222,"children":224},{"href":223},"\u002Fpricing",[225],{"type":20,"value":226},"see the plans",{"type":20,"value":228},".",{"title":230,"searchDepth":231,"depth":231,"links":232},"",2,[233,234,243,244],{"id":25,"depth":231,"text":28},{"id":46,"depth":231,"text":49,"children":235},[236,238,239,240,241,242],{"id":53,"depth":237,"text":56},3,{"id":73,"depth":237,"text":76},{"id":84,"depth":237,"text":87},{"id":95,"depth":237,"text":98},{"id":106,"depth":237,"text":109},{"id":138,"depth":237,"text":141},{"id":149,"depth":231,"text":152},{"id":197,"depth":231,"text":200},{"title":6,"description":7,"date":8,"author":9,"slug":10},1794512560387]