Website value proposition
How do you capture a visitor’s interest so they not only click through but also read, believe, and choose you?
From the video, you’ll learn:
- How to achieve better results through a strong value proposition
- How to craft a website value proposition
- How it supports SEO
How it either wins or loses a visitor’s interest
The short course will explain what a value proposition is and why it’s the most important element. Make sure your website planning includes a strong value proposition.
What are the benefits of a value proposition and how can it give you a competitive edge? What makes it convincing?
A value proposition or sales message won’t have much effect if it’s missing persuasive elements. We’ll show you a practical model of a great value proposition, break down what it’s made of, and explain what makes it effective.
What is a value proposition?
A website value proposition is the main headline (usually in the page header) meant to grab attention instantly.
It determines in just a few seconds whether a visitor becomes interested—or leaves for a competitor. By definition, it’s an “innovative offer that makes a product or service attractive to the customer.”
It should stand out visually and be easily seen.
The value proposition must include several key elements:
- Say who you are and what you do
- Include an SEO keyword you want to rank for
- State how you’re better and different from competitors
- Optionally include an additional clarification
Most importantly, it should spark curiosity: “Wait, this looks interesting—I want to read more.” That’s the primary goal of a value proposition.
A value proposition:
- Says what your product/service/message is worth
- Wins or loses the visitor’s attention
- Supports search engine results
- Should be clear and practical, while prompting a “what’s this?” moment
Advantages of a good value proposition:
Free and easy to implement
No need to outsource—it’s largely a matter of rewriting text with high impact
Improves website conversions and performance
When you grab attention, the visitor continues exploring your content and marketing messages
Works well in search engines, where people click on what seems most compelling
Search behavior shows users type a keyword, scan several results, and click what feels promising. If your site is further down the list, your value proposition must stand out enough to win the click.
Better SEO
A value proposition can contain the search phrase you want to rank for, helping you rise in Google results.
Grabs attention
In a crowded market, attention is everything. Whoever captures attention, wins.
A great value proposition includes all these things.
How to write a value proposition?
Domino’s Pizza used a strong value proposition: “Fresh pizza delivered in 30 minutes or it’s free.”
Value proposition
- States the value of your product/service/message
Domino’s Pizza example: fresh pizza with fast delivery
- explains how you’re better: what problem you solve. Offers value others don’t.
When ordering fast delivery, the priority may not be the best pizza, but the speed. The solved problem is time wasted.
Domino’s Pizza example: pizza delivered in 30 minutes
- What makes you different? What is your unique offer that makes people choose you?
Additional value can include delivery time, freshness, preparation method, etc.
Domino’s Pizza example: delivery time
- Includes an SEO keyword phrase you want to be found for in search engines.
Domino’s Pizza example: (fresh) pizza
- Short and punchy; not too long or dragging (readable in just a few seconds)
- Marketing-effective: grabs attention, attractive
Marketing messages like special offers and great deals work well.
Domino’s Pizza example: the word “free” – advantage on both ends of the value proposition.
Even a failed promise is turned into a positive outcome. This kind of approach reduces the number of dissatisfied customers.
The simplest way to create a value proposition
If you’re stuck, use the formula below:
Short wait times – [Your unique benefit]
roof installation – [Your service, SEO keyword]
for private homes and housing associations – [Your target audience – optional]
that want a durable roof with a 10-year guarantee – [Benefit #2]
The sentence can be structured in different orders or tones.
Additional line/example added value: “If your roof leaks, we’ll fix it for free.”
Bullet list of benefits – why it works, why it’s good:
- Value 1
- Value 2 etc.
A value proposition is not a slogan or tagline like “Bringing more sunshine to your day.” It must be concrete. The more tangible and understandable the value, the better it performs.
How to make a value proposition even better
Wording matters.
Example: How to rewrite “quality car repair” into a stronger value proposition that meets additional criteria?
“Your car is repaired and built by motorsport enthusiasts.”
“Motorsport enthusiasts” adds emotional value.
Follow-up line:
“As racers ourselves, we bring all our skills to every project – even regular cars.”
This shows deep experience. In today’s market, that matters.
SEO-friendly version:
“Car repair and SUV builds by motorsport enthusiasts.”
In SEO, use base form keywords that people are most likely to type.
Example 2:
“A mechanic with a surgical degree”
If your value proposition has something striking, it will be far more memorable.
Do a simple competitor analysis
Search Google for your keywords and look at your competitors’ value propositions.
Are you better, the same, or worse? Focus only on the first sentence. If the same – move on. If better – well done. If worse – start over.
Information hierarchy matters
Your value proposition should be followed by:
- a call to action
- persuasive element
- proof
- further value explanation
- or another logical next step
Any sales message is bullshit unless you prove otherwise.
You need evidence that it really works.
Proof must be clearly visible, not hidden behind a button or buried in a place the user might miss while scrolling.
Proof examples:
Client feedback, logos, numbers, awards, certifications, articles, press mentions, achievements.
A value proposition becomes much more credible when proof is within view.
What if my service isn’t unique?
Even with low-differentiation products/services, you can find small, unique angles to stand out.
In the pizza example, changing delivery time from 30 minutes to 27 is already a small win.
Selver used:
“Queue longer than 5 people? Your basket is free.”
The value isn’t about the groceries—which are mostly the same in every store—but about the experience.
Other examples:
- “Freshness guarantee – fresh food or your money back”
- “Money-back” always works
Dormeo built strong brand association with memory foam and better sleep.
Say what you do.
If everyone does the same thing but you’re the one who says it, that’s already an advantage.
Mistakes people make
- Slogan confusion
A value proposition is not a slogan.
“More sunshine in your day” or Nike’s “Just do it” are slogans.
A value proposition must be specific, practical, and tangible.
- Not enough value
The customer doesn’t see enough benefit.
Example: offering free shipping on orders over €50 is no longer unique—everyone does it.
- No differentiation
If your value is the same as everyone else’s, it has no weight.
Saying you use “quality materials” isn’t unique—everyone does.
Risks
- You can’t deliver on your promise
If you create a great promise but can’t fulfill it, you’ll be exposed quickly—and your entire proposition may collapse. - A competitor steals your offer
Good ideas get copied. Always. Your only option: get to market first and spread your message widely before others catch on. That way, even if the market floods with similar offers, people will still associate it with you. - Nobody cares
Sometimes businesses choose value points that no one actually values. This happens when business owners or marketers guess what the customer wants, assuming “a good product” is enough. But the real motivators might be: price, fast delivery, friendly service, etc. Ask your customers why they view, choose, and buy your product. Patterns will emerge.
Persuasive elements of a value proposition
You need proof that your claims aren’t just empty marketing.
People want to believe the best promises but are cautious. Everyone promises great things—so they seek proof. That’s why it’s important to place persuasive elements near the value proposition, showing it works, is trusted, and is used.
- Supporting checklist
Always assume the customer starts skeptical.
In their mind:
- Are you the best?
- Are you an expert?
- Can I get a better deal elsewhere?
- Can I trust you?
If your value proposition counters any one of these, you score points.
“Can I trust you?” can be answered with:
- Case studies
- Portfolio
- Client feedback
- Proof of results
Interest triggers
- More
Offering more than competitors - Free, cheap
Always work in marketing - Proof & examples
Build confidence your offer is superior
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