Where's Your Unique Value Proposition?

Your Unique Value Proposition (UVP) explains why people should choose to do business with you rather than with your competition. Many businesses 1) don't have a UVP, 2) haven't identified their UVP, or 3) are not clearly communicating it from their websites.

Do you have a UVP?

Some businesses mistakenly think their claims of "high quality," "great customer service," and "competitive prices" are their UVP. While these might be an important part of your business, to a prospective customer they are typically not interesting because all companies claim them.

However, one of these could be your UVP if you are the best in your industry and can prove it. For example, if your customer service was rated "best in class" by your trade association, you're all set. But, if you can't come up with independent evidence of a top rating in these areas, keep looking.

Identifying other UVPs

What do you do that's different or unexpected? Are you more convenient, connected, or capable? Do you design, deliver, or detail, when others don't? Think about why your customers recommend you. If you're not sure why, ask them!

Sometimes, something you think is "just what we do" really sets your business apart. Take a look at the following examples:

Take a long look at the Proof column. It's not enough to say you have hard-to-find items, you have to provide a skeptical public with reasons to believe it's true. As shown in the examples above, your proof should be used to sell both your Expected and Unique customer benefits.

Communicating your UVP on your website

The first thing your website should deliver is a positive response to two questions: 1) "Am I in the right place?" and 2) "Should I stay?". To answer #1, your homepage must have a clear title and short description of your business. Your UVP can be used as a part of answering #2, giving visitors a reason to think you are different and interesting.

Place your UVP on the homepage, near the top, where people can see it right away. Too many businesses bury their UVP on the "About Us" page, where it's rarely seen. If your UVP has extensive proof, you can link from text on your homepage to the details. For instance:

ACME Savings & Loan strengthens the Carol Stream community. We:

• help keep the streets clean through the Adopt-a-Highway program
• sponsor the annual 4th of July Parade
• collect food and clothes for the needy among us

See our Community Activities for more details.

A timely photo showing community members participating in one of the activities would both add to the proof and add some interest to the page.

Don't let visitors leave your site without knowing what makes your business stand out. Get your UVP on your homepage and persuade prospects that you are the best.