What is a Value Proposition Statement?
Your site’s home page is a prime piece of real estate.
It’s the first thing that your customers see, and most customers won’t spend more than 5 seconds deciding whether or not they want to see more.
That’s why we recommend that you reserve the largest section of your home page to discussing your value proposition.
Your value proposition tells your customers what makes you different from your competitors. Your objective here is to convince your customers that your product is the solution that they’ve been searching for.
You can do this by highlighting something about your product that simply blows away the competition. In marketing lingo, we call these attributes your “points of difference.” It could be your superior customer service, your astonishing money-back guarantee, or your phenomenal product quality.
The trick here is to hook your customers in a few short words and get them intrigued enough to click through to other areas of your site to learn more.
- Identify Your Top 3 Points of Difference – We recommend that you start by identifying the top three things that separate your business from the rest of the pack.
- Rank Them – Next, put yourself in your customer’s shoes and rank these attributes in order of importance to the customer.
- Describe Them – Once you’ve got your list, it’s time to start writing. Jot down a quick blurb on each of your “points of difference.” We recommend no more than 3-5 sentences per point. Cater to your customers’ limited attention spans. Make it short, sweet, and to the point.
- Create an Attention-Grabbing Headline – Lastly, you just need to think of a great headline. Your headline has one job, and one job only: to the get the first line of your copy read.The best headlines successfully convince the reader that they will be rewarded for their time if they continue reading. You can do this by communicating a promise that will be fulfilled if your customer hangs in there for a few more paragraphs.