If you want your website to generate leads, business and work for your business then there is a lot more to designing a website than putting up something pretty looking. Your website needs to speak and engage your audience in a way that describes your business to them in words they themselves would use. It should reflect boldly your unique selling proposition (USP) or as some call it, your value proposition statement.
What Is Your Unique Selling Proposition (USP)?
This is something you and only you can do for your customer. For instance, perhaps you “…deliver widgets on time, every time, no exceptions.” A USP describes what you do in a unique way, describes whatever action you will do for your customer, with a guarantee, in a short, simple way that your audience understands. Essentially it says what makes you so special and why your customer should agree with that and buy from you.
Let me give you mine as an example
In order to ensure that your website reflects your USP, you will need to be sure to include the information necessary to get across your message.
What Your Website Should Do
List the benefits your products or services provide
Your target audience wants to know what’s in it for them and how your business helps them so don’t make your website about you. Instead list your customers’ problems and how your products and services solve these problems.
Explain why you are the best person to provide the product or service
Everyone likes to think they are the best. And, of course you are the best to provide the product or service for your particular audience, aren’t you? Can you prove it? Offer proof that you’re the best, tell your audience and show them why you are.
Show samples of your products and/or services when possible
Letting your audience see what your finished products or services look like is a great way to help them make the choice to buy from you and to see how you’re different from your competitors.
Have a clear and understandable way for your audience to do business with you
It’s important that your audience knows exactly what you do and how to do business with you. Don’t hide your order button or contact button, instead make it super clear from the moment they visit your website.
Answer what sets your business apart from the competition?
Don’t mention your competition’s name, but do show how you’re different through your examples, words and actions.
Reduce confusion about your USP to your audience
Speak to your audience via your website in a way that shows your audience that you know who they are and what they stand for. After all, even your unique selling proposition is about them, not you. It’s about how you can serve them and solve their problems.
Deliver the USP within the first four seconds
On your website, this information needs to be “above the fold” and very clearly up front. It should also be understandable and readable on mobile technology to ensure that your audience can understand your unique selling proposition easily.
Your USP needs to be kept in mind for every aspect of your website, every blog post you write, and how you deliver the work or product to your audience, by doing so you will increase exponentially the conversion rate of your website.