Why I Don’t Use The Word Testimonials

4 Sept

When it comes to marketing, words really do matter.

Not just the big bold ones in your headlines, but the little ones that often get overlooked. The small labels, the section headers, the single words that guide someone through your site. They’re all part of your brand voice, and they send signals about who you are and what you stand for.

That’s why I’ve always been funny about the word “testimonials”.

It feels stiff, formal, and just… blah and vanilla. The kind of word you’d expect to see in an annual report, not on a website that’s supposed to feel warm, engaging and human. And since your website is often someone’s first impression of your business. Why lead with a word that sounds like it belongs in a legal document?!!! (Unless I guess you’re a lawyer?!!!)

When a client shares their experience with you, it’s not just a “testimonial”. It’s a piece of their story. It’s the impact your work has had on their life or business. It’s real words, from real people, with real feelings attached. Doesn’t that deserve a better label?

Words Shape Your Brand Voice

Your brand voice isn’t just what you say, it’s how you say it. Do you sound approachable? Professional? Playful? Serious? The words you choose either reinforce that voice or work against it.

If you want your brand to feel genuine, human and trustworthy, then “testimonials” isn’t helping you. It puts a formal, slightly outdated filter on something that should feel fresh and personal.

Think about it this way. If a friend told you about a great experience they had with a local café, you wouldn’t call it their testimonial. You’d say it was their story, theirexperience, or simply what they said. Why should it be any different on your website?

What To Say Instead

The good news is, there are plenty of alternatives and each one gives off a different vibe. Here are some of my favourites:

Trust-Building

Client feedback
Customer stories
Partner feedback

These work well if your audience leans towards professional or B2B. They sound credible and reassuring without being overly formal.

Storytelling Angle

Real results
In their own words
The journey so far

Perfect if you want to highlight transformation and impact. These options frame your clients as the heroes of the story, which is often more powerful than anything you could say yourself so it’s more authentice.

Friendly & Relatable

Kind words
Love notes
What people say

If your brand has a warm, personable feel, these are a great fit. They soften the tone and make visitors feel like they’re joining a community rather than reading a case study.

Why This Matters

This might seem like a small detail, but little things like this add up. The language you use across your site is part of the experience. If the goal is to build trust and connection, then every word counts.

When you swap out “testimonials” for something more aligned with your brand voice, your site instantly feels more cohesive. More human. More you.

And that’s the goal, isn’t it? To have a website that doesn’t just look good, but actually feels like your brand.