It's an essential part of any website, brochure, or ad as it conveys to readers why they should choose you over other companies offering similar products and services.
This article offers 10 tips to help you write a unique value proposition for your business website.
The first step in writing the perfect value proposition is to make a list of everything that makes your company unique. You can start with some general items, then refine this list further based on what matters most to your customers – e.g., if 90% of your sales come from your services, then 'Quality and Reliability' is more important than if 80% of your sales are generated by a product.
To focus you need to ignore yourself. Stop thinking about all the things you want people to know about your company and start putting yourself in the mind of each potential customer – "What's In it For Me?" (WIIFM).
If someone has never heard of you before, what do they think when they first see your website? What information would make them want to visit again or buy from you? Keep asking WIIFM until no new ideas arise. This will ensure that your value proposition focuses on how you can meet customers' immediate needs.
Once you've finalised your list of differentiators and WIIFMs, write them down in a clear and concise format. Your value proposition doesn't have to be long at all. In fact, the shorter the better!
For example: "The fastest way to book a room online!" is a good way to illustrate how fast you can make customers happy compared with other companies out there.
While crafting your value proposition, avoid any buzzwords or hype that don't add anything of real substance to what you do. Yes you can use the word 'best' – but only if backed by facts (e.g., best customer service) not words (e.g., #1 best). Avoid using words that mean nothing to the average person – i.e., insider jargon (e.g., top-of-the-line product).
Another way to ensure your value proposition isn't filled with hype is to keep it honest. This means avoiding premature claims or hyperbole about what you'll be able to do in the future, and instead focusing on 'facts', data, and other evidence of your ability meet customers' needs today.
Value propositions should be clear so customers know exactly what they're getting when they choose you and don't have to guess what else there could possibly be. When crafting yours, think about how can make sure each benefit listed stands out on its own, and then how you can reinforce the value of each item as a group.
As stated previously, the shorter your value proposition – the better.
Why? Because if you make it too long, people will tune out and not bother reading all of it!
Aim for around three sentences or less (e.g., "Fastest room booking online" is far more compelling than "We use proprietary technology that allows us to instantly book rooms while other companies still manually input data into their computers").
As opposed to product features or customer testimonials , benefit statements are short phrases that explain why customers should choose you over others.
Benefits help showcase what matters most to customers by explaining what you can do for them (versus what you will say or how others have said it).
While benefit statements help to confirm your value propositions , using hard data does even more. You don't need a lot of surveys, analytics reports, and other forms of third party proof – just enough to substantiate your claims and then stop!
What's important is that customers see that you're legit and truly confident about delivering results.
If they know the 3 out of 5 people who bought your product are 100% satisfied with their purchase (and not just hopeful), then they'll be more likely to buy from you too.
Finally, before making any official changes to company website or advertisements, test out your value proposition on real people.
Ask friends and family for their honest feedback in a polite and respectful manner. If they seem confused or turned off by what you're saying, re-write it until you get better results.
You want to create an image of offering more than any other company while also making customers believe that what you have is exactly what they need (not just what they can do without). If this seems too difficult to accomplish then ask yourself if you might be better suited to another business idea .
Once crafted properly, your website's value proposition should clearly define why website visitors should do business with your company. By doing so – you'll not only make targeting prospects easier but help reduce the need to hard sell because the value of doing business with your company will be so clear.