unique value proposition header image

How to Create a Value Proposition9 min read

A value proposition tells a potential customer or investor why your brand is better than the rest. Born from your USP, or unique selling proposition, a value proposition is a formal, flushed out statement that can be seen by anyone visiting your website. Read on to learn exactly how to create a value proposition for your own brand!

What is a Value Proposition and USP?

Before we go any further, let’s first establish the definitions of USPs and value propositions, as these terms are often easily confused and interchanged.

A unique selling proposition is a brief statement from your business that neatly states the reason that your product or service is different from (and better than!) the competition.

Your value proposition builds on your USP to explain exactly why a person should choose you over your competitors.

So, you can see that USPs are very similar to value propositions. Try thinking of your USP as the foundation for your value proposition, a little bit like first base. 

USP infographic

Your USP is the marriage of what you do well, and what consumers want. Once you have this differentiating factor, it’s time to create a value proposition that will be shown on your website for the whole world to see.

Preparing Your Business

Like we said, your value proposition grows from your USP. While your USP is a conceptual tool, your value proposition is something that will actually be read by potential customers.

It’s putting your USP into a formal, flushed out statement that will be seen by anyone visiting your website. Your value proposition will tell someone exactly why they should choose you over the rest.

So, what do you have to do to your USP to turn it into the magical creature that will have prospects literally throwing their money at you? We’ve got a super-useful fill-in-the-blank for you.

This won’t be what you’re going to share on your website, but when you can fill each of these blanks in to make a compelling statement, you’re on the golden brick road to a value proposition!

value proposition checklist

Let’s use Toms Shoes as an example. Toms is a shoe brand that donates one pair of shoes to a person in need for every pair of shoes bought.

toms value proposition

Starting to make sense now, right? By filling in each of these blanks we’ll be able to hit the nail on the head for the value proposition you’ll put on your website!

As a recap, your value proposition needs to address:

  • Your target customer
  • The problem you are solving
  • Your brand
  • The product category you are working in
  • The benefit you provide
  • Your competition
  • Your unique selling point

4 Steps to Getting Your Value Proposition on Your Website

Including a value proposition on a website

We recommend that the best place for your value proposition is directly on the landing page – or homepage – of your website. Your value proposition should be the very first thing that a viewer sees when they come across your website.

You’re trying to entice them to stay longer and click through, you want to be able to explain immediately why you deserve a viewer’s attention.

A lot of companies will put their value proposition under their “About Us”  or “Why Us”  sections on their websites, which isn’t necessarily bad, but with smaller, newer businesses and brands we’ve found it to be much more effective when you’re able to answer the question of “why this business?” the second someone hops on your site.

Let’s go through the basic structure of your value proposition. Use this as your starting point. This formula isn’t rigid, so you can feel free to tweak and change it so that it fits your brand’s style and tone of voice!

1. Create your headline


This is your attention grabber. The headline should be the benefit you’re offering.  “Increase the ROI of your ads!”  or “Make the perfect pie crust!”  or “Be less awkward on the first date!”  Make it one quick and simple sentence.

Here, you must keep it all about the customer, don’t say anything about yourself yet.  You can even choose to call out your target audience if you think it’s appropriate here!

2. Explain your headline

So you’ve told a reader that you’re going to make their life easier, better, what have you. You’ve got their attention. Now is the time to bring in your USP.

Here is your chance to explain what you’re offering, who you are and why you’re useful to the consumer. You’re going to expand here, so now you get the opportunity to be more specific in 2-3 sentences.

Increase the ROI of your ads? You’ve got the only automated AI platform for Instagram that can be managed from your smartphone, making it amazingly easy to implement and track your campaigns, rather than having to look at small, complex spreadsheets.

Make the perfect pie crust? You’re selling a scale that tells you when the exact amount of each ingredient has been weighed so that you never add too much or too little again.

Be less awkward on the first date? You’ve created the dating app that lets you compare your favourite music, books, drinks, and hobbies before you swipe to match, so you’ll be able to avoid those uncomfortable silences when you realize you have nothing in common with each other.

3. List your key features

key features list

Use bullet points to list more of the how behind your brand. What are the key features of what you’re offering?  Don’t feel the need to give a full technical brief of your AI platform or the coding system behind your dating app.

List a few bullet points that briefly explain how you’re able to work so that you can support the claim you’ve made in your headline and sub-headline.

4. Include a Visual

No matter what business you’re in, no matter who you’re targeting, they’re all human beings. And human beings process visual information up to 60,000 times faster than written words.

Do you have a video that showcases your brand and what you do?  Is there a fantastic image of your product or service in action? No matter how ‘serious’ you may think your target market is, everyone will be intrigued by a high-quality image or video on your website.

So that’s it! The 4 must-have elements of your value proposition! If you can answer “what do you sell?”, “what do I get out of it?”, and “why are you different?”  on your landing page, you will see a lower bounce rate, a higher click-through-rate, and more conversions.

That’s because you’re clearly and precisely telling people why you’re worth the money.

Extra Tips for Your Value Proposition

tips for writing a value proposition

As a little extra bonus, we have some more ways to ensure that you create a winning, converting value proposition for your website.

Tip #1. Make it readable.

Your value proposition needs to be something that anyone can understand. The best way to check this is to show your value proposition to someone outside of your industry, like a friend or family member.

If you’re greeted with a blank, lost stare on their face, you’ll know you’ve got some more work to do. You want your value proposition to make it seem obvious that you’re the best brand out there, even to someone that isn’t familiar with what you do.

Use the right language that resonates with your target audience. Don’t overload your value proposition with too many complex words or industry jargon.

Tip #2. Avoid over-exaggeration.

When singing the praises of your business, make sure that you’re not fudging the truth, or making vague claims.

Tip #3. Spacing matters.

In the third step of creating your value proposition, we said you should use bullet points to describe the key features of your business. We say this for a reason! Long blocks of text are difficult, and frankly boring, to read for a user.

Include some variation of your text’s sizing to make your value proposition visually appealing to the reader. The font should always at least be 14 point to be easily read on mobile and desktop.

Tip #4. Don’t do it all on video.

Yes, video is a great way to convey your brand’s messaging, and we highly encourage you incorporate it into your value proposition. That being said, however, never put ALL of your value proposition’s messaging into a video without having any messaging written clearly on your website.

You can’t expect potential customers to watch your entire video, and if all your valuable information is only in video format, you’ll miss a great deal of potential clients just because they can’t see key information right away at a glance.

Use video as a supplement to what you’ve written on-page. Essentially, you need to ensure that everywhere someone looks: every social media page, video or advert, you need to present your brand so that your messaging is consistent and people begin to associate your value proposition and USP with your brand.

A Final Word

mug with the word begin on

So there we have it! You’re on your way to creating an amazing and enticing value proposition for your business and your website. As always, test and test your value proposition. Ask friends, colleagues and even strangers on the street what they think. See what resonates, and what doesn’t.

If you’ve enjoyed this article and want to learn more about how to build a profitable and sustainable brand that converts, connects, and lasts, check out Adversent’s Branding Mastery Course, where you can learn step-by-step how to create a profitable brand from the ground up.

Adversent is a digital marketing education community that provides business owners and budding entrepreneurs a place to learn the real methods of how to build a successful business in the digital landscape.