Beyond the Basics: Creating an Outstanding Homepage Value Proposition

If you’re a business owner, you will be familiar with your competitors and you may even know deep down what sets you apart from them.

But how do you communicate this to your audience? How do you show them your unique value proposition? This article will answer these questions – and then some. We’re going to look at what exactly a homepage value proposition is, why you simply have to be using one and how you can implement one with ease.

What is a value proposition?

Let’s quickly start with our key jargon here before diving in. Your value proposition can be called a unique value proposition (UVP) or your unique selling proposition (USP) and should be present on your website’s homepage. These mean the same thing but you may hear either as you research this topic on the web.

Anyway…

Your UVP is, in a nutshell, what sets you apart from the crowd. It is why you and only you, are the option that customers simply have to go with. Why you are the best. Why people should be queuing round the block for your services.

Do you get the idea?

Your UVP should communicate clearly and concisely to your customers how you are going to solve their problems, why your solution is the best and all of the other benefits choosing you comes with.

Why should I care?

Great question!

A UVP is the perfect way to get your message to your customer quickly. It allows you to stand out from the crowd straight and pull away from the pack with ease.

Your customer may have 10 tabs open on their browser comparing companies. What they see when they first open your homepage has to grab them, inform them quickly and hold onto them.

The most effective way to do this is to have that UVP prominently displayed and dialled in to perfection. This will lead to conversion after conversion and blow your competition out of the water.

Luckily for you, we have a full guide on how to nail your homepage value proposition below.

How to do it

This can be a daunting process for some business owners as it requires a high level of introspection and holds a mirror up to their entire business.

Looking at the bigger picture can be scary but it needn’t be. These steps will help you to tackle the process with ease.

Find out who your customer is

The problem with business owners is that they want everyone to be their customer. This is thinking big and it is applaudable but if you want to succeed, you need to identify a solid niche.

By researching exactly who it is that’s buying your products, you know who you want to create your UVP for. Age, gender, income, interests – anything you can gather about your target market is vital if you want it to be a success.

The value proposition is unique, your customer should be too.

What makes you better than your competitor(s)?

Now you know what’s unique about your audience, let’s find out what’s unique about your business.

Here, you must research your competition comprehensively until you know them inside out. That way, you know exactly how you differ and what you can offer that they can’t.

No matter how small your niche is, there will always be competition. Be thorough with your reconnaissance and list all the ways you are different/better than them.

What problem are you solving?

If your business isn’t offering solutions to anyone’s problems, what on Earth is the point in it? Why should anyone spend their hard earned money if you can’t help them?

You need to clearly mark out what problem you are solving for your potential customers. They need to know from the off that you are the person that is going to alleviate any pain point they have.

Think of all the things that you are helping people with. Are you helping them lower their workload? Are you the most cost-effective option? Are your products the highest quality?

Find out whatever it is that you are solving and how you are solving it for them. Make sure this is clear in your UVP.

Does your business have a driving purpose?

This may well be the most time consuming part of the UVP process. List everything you believe your business stands for and what drives it to continue.

Once you’ve completed your list, see if there is any overlap between these factors and the factors that set your business apart from the competition.

If there are, you’re well on the way to creating the perfect value proposition.

A couple of tips

1 – No jargon

Your UVP must be completely free of jargon. More than likely, your customer isn’t going to be as clued up on the inner workings of your product as you.

The entire proposition needs to be in layman’s terms so that you don’t confuse your customer. You want the language to be simple, to the point and informative.

No dancing around the point and no technical language wherever possible. Your goal is to inform and convince, not to confuse and frustrate.

2 – Short and sweet

Much in the same vein as the above point, your UVP must be short and punchy. It needs to hit them as soon as they read the first line.

Customers don’t want to read droves and droves of content about you. They want to know how you can solve their problem, why you’re the best at it and why they should come to you and not anyone else.

If you can do this in a succinct sentence or two, you’ve got them.

Putting it together

Once you’ve completed all the steps above, create as many different UVPs as you want. This may well be a very long and laborious process but once you have enough, you’ll be able to sift through, compare and decide which one best represents your business.

If after reading your UVP, you can immediately tell it is talking about your company, it is unique and it is perfect.

Conclusion

There we have it. You are now armed with all the knowledge you could possibly need when it comes to value proposition.

Now you can effectively display why you stand out from the crowd and why customers should be flocking to you not them.