When newcomers visit your website, you only have a couple of seconds to make a good impression. Having a well-designed landing page goes a long way to making that good impression but your value proposition could make the difference between someone sticking around to explore the rest of your site or looking elsewhere. In this blog, we’re going to define what makes a good value proposition and share some examples to inspire yours.
What actually is a Value Proposition?
To put it simply, your value proposition is a statement which proposes your value to your customers, something which explains how your company can help your customers. Value propositions manage to succinctly convey who a company’s target audience is, what the company does and why they’re better than any of their competitors. Some companies do this by writing a small paragraph of just two or three sentences, some include headers and some even use bullet points.
A Value Proposition is not a slogan or tagline. When L’Oreal says “because you’re worth it”, they are not identifying their target audience or how their products could benefit their buyers. It is also not a positional statement such as claiming that your business is the number one in its field.
What makes a good Value Proposition?
• First and foremost, a value proposition needs to be clear. A reader should be able to read and understand it within five seconds. You should avoid technical language and jargon.
• Stipulate specific, measurable benefits that your customers will be able to enjoy from using your company. Leave them with no doubt that your business can help them with their problem.
• Use your value proposition to distinguish yourself against your competitors. Emphasise what sets you apart from the rest and if you have anything unique to offer customers.
• Avoid sensationalism. Of course, you want potential customers to be impressed but if you sell yourself too high you’ll just end up disappointing them.
• Test it out! Shortlist two or more possible Value Propositions that you’ve written and split test them to see which has more of a positive impact.