Value Proposition, Here Is Why Every Website Needs One

A Value Proposition. It’s a Headline on the front of your site that immediately separates you from the competition, and shows the value of what you do.

It’s not a tagline, it’s not a great pithy statement like “Love the Skin Your In” (L’Oreal) If you have a great level of clarity about the value of your business, creating a value proposition is an easy thing to do.

Here’s the secret formula for creating your value proposition

1.    Start with a Headline:

The headline should answer the question, what do I do, and who’s my target audience? For example…

Visit Campaign Monitor and their value proposition reads…

“Email Marketing Software for Designers and Their Clients”

Hint: If your target audience is a lot more general, consider your headline to be the solution to their problem, or focus on your specialty.

2.    Sub-Headline:

This isn’t always necessary. It depends on the headline, and if it’s needed. The sub-headline is simply an extension of the headline. Here’s a hypothetical example if you’re selling anti-wrinkle cream.

Headline: The most affordable anti-wrinkle cream for women over 60

Sub-Headline: Look 10 years younger in less then 30 days.

3.    Three Bullet Points or Short Paragraph

The third element to a great value proposition is to have either a minimum of 3 bullet points or a short paragraph that further explains the benefits of the product or service.

For the anti-wrinkle cream it might read something like…

“the secret blend of purely natural ingredients removes wrinkles dead in their tracks and gives your face a healthy younger glow”

Now you can see when you put it all together, it’s something that grabs your visitors attention, and shows them immediately if they want to continue browsing your site or not.

This approach will bring you a higher conversion rate.