In an ever-competitive marketplace where the modern consumer is exposed to thousands of adverts on a daily basis, if you want to cut through the noise and find your audience, you’ve got to get creative.
But not only that, you also need to have something of value to offer – and of course, you need to be able to clearly communicate that value to your audience if they are to stop and smell the proverbial roses.
In this article, we’re going to talk about your unique value proposition. What is meant by that and why is it so important for your website’s conversion rates? Stick about and let’s find out…
What Is A Unique Value Proposition?
A unique value proposition (or UVP), also known as a unique selling point (USP) is a clear statement that indicates to your prospective customers what the benefits of choosing your products and services are.
What problem do you solve? How effectively does your solution work? Why is it different from your competitors?
In order to craft a UVP, you need to ensure the following:
- It grabs attention: your UVP must be well-positioned on your website so that it’s clearly visible to your visitors. Additionally, it should be bold and bright attention-grabbing! This is critical.
- Your explanation is relevant: you also need to be specific and highly relevant to your ideal customers’ situation. How can you improve their lives? How is it relevant to them?
- Quantified value: there has to be very specific benefits. How can your solution be quantified? What does it mean to the client? Can you help businesses continually improve their processes? What gives? If you want prospective customers to remain on your website and seriously consider converting into business, there has to be a very compelling reason for them to do so.
- Differentiation: and of course, you need to have some clear differentiating quality that sets you apart from the competition. Why should your audience choose your business over your competitors? What can you do that they cannot? Even if you sell the exact same products (more or less), it is still possible to make your brand stand out. Get creative!
This SEO in Dubai is a great example because they immediately draw attention to the fact that they have over 500+ five-star reviews on Google and 300+ case studies to boot.
They instantly differentiate themselves from a huge chunk of their competition who simply will not be able to compete with so much social proof.
Many businesses, to this day, refuse to use case studies – for whatever reason. And since trust is very important to the modern consumer, when they come across a business with a wealth of case studies it is a compelling UVP indeed.
Keep It Simple
Your unique value proposition should be effortless for your audience to process and understand. Keep it short and simple and leave all of the industry jargon out of it!
Your prospective customers aren’t interested in some flashy motto with big words; they want straight up facts: “What can you do for me and why should I care?!”
In fact, Apple’s classic iPod had an amazing UVP and it was communicated in only five words: “1,000 Songs in Your Pocket.”
You can’t get much clearer than that!
Why Is Having A Unique Value Proposition So Important For Converting Customers?
What is the first thing that people see when they visit your website? Because if it isn’t your unique value proposition, then you’re missing out on a lot of opportunities to immediately win your prospects over.
The reality is, the modern consumer does not want to waste too much of their time getting to know you. The first thing they want to know (and fast) is what you can do for them…
If they like what they hear, then they may feel obliged to have a dig around your website, explore your products and services, hit up your socials to check your customer reviews, and so on.
However, the very first thing they should see is: “This is our UVP. Exactly what you were looking for, wasn’t it?”
The most successful websites who have the highest conversion rates will almost certainly have a well-written, concise UVP. Think of it like an elevator pitch.
Yes, there are many other factors that contribute to conversions, but having a clear value proposition effortlessly communicated on your website is arguably the most important of all.
Conclusion: Don’t Be Afraid To Ask For Help
In truth, writing a successful unique value proposition is actually rather difficult. It seems easy at a glance, writing a quick ‘elevator pitch’ for your business, but getting the wording just-so is far easier said than done.
In which case, if you are struggling to come up with anything that hits the spot, we’d recommend hiring a reputable and well-established SEO agency to assist you.