When I sat down to write the Steps to a Profitable Website, I struggled a bit. There was so much material I needed to share, and yet I wanted to find a way to condense the process of web content development into five manageable steps. After hours of organizing and rearranging, I realized that I always started in the same place. Even before selecting a domain name, you need to define your Unique Value Proposition.
What is a Unique Value Proposition?
“Great,” you say. The first step is defining my unique value proposition. What is that and how do I do it?
The goal here is to help you build a profitable website, not to bombard you with marketing terms or industry jargon. However, the term “unique value proposition” comes up quite a bit in the digital world and you need to know what it means. One way to explain a UVP is by first asking you a question.
Why should I buy from your company and not your competitor?
Your answer is your unique value proposition.
Be careful that you don’t just throw out some glib response. Take the time to consider what you offer to your clients and how you meet their needs.
- Do you have a guarantee in place?
- Are you the least expensive?
- Does your product include options that are not available elsewhere?
- What level of customer service do you offer?
Defining your unique value proposition sets the foundation for all your marketing strategies. Once you identify several value points, you should commit your UVP to paper. Having it in writing helps with consistency of message across all your marketing channels.
Defining Your Unique Value Proposition
The best way to go about defining your unique value proposition is by researching your competitors. What are they offering? What sort of “perks” do they provide? Free shipping? Fast lead times?
Once you know what the competition offers, you can establish your UVP. Don’t automatically assume you need to have the lowest rates. As a consumer, myself, I would rather pay a slightly higher price to a reputable company that offers excellent customer service. However, if you are not the lowest priced option in the industry, then you MUST identify why a client should spend more money and use your firm.
Once you put all of this on paper, your web content developer can condense it into an easy-to-understand statement with measurable attributes. What do I mean by that? The best way to explain a UVP statement is to show you some examples.
Each of these statements lists specific benefits provided within a measurable period. They are short and to the point. Aquatic Weed Control does not state a numbered time frame, but they imply immediate response with their statement “When you dial our number, you speak directly to the owner.”
” If within 6 months after completing their training, you do not feel you and your dog are a good fit, we will provide a replacement service dog at no charge and refund any grooming fees or pet food costs you have incurred.”
” We believe the key to our longevity has been providing prompt, reliable, quality service at a fair price. When you dial our number, you speak directly to the owner. This helps us provide the most efficient, effective service possible.
What if My UVP Is Hard to Define?
I ran into this obstacle with my company. It wasn’t that I didn’t know what we offered that others didn’t, it was that we offered so much. I struggled to condense everything into a single statement that was quantifiable. So our UVP is listed in the form of bullet points on our Homepage and long-form on our Web Content Packages landing page. However, when I need a short version, I sum it up like this:
The Easiest, Most Affordable Web Content Solution Available
Basically, by using “est” and “most,” I have set myself above the competition. Are we the easiest and most affordable? I honestly believe so. There might be cheaper options out there, but I know we produce a quality product that’s backed by proven results. Remember, your clients will judge you on your claims. If you promise the “Fastest Delivery” and fail, then you run the risk of bad reviews, and those are hard to overcome.
Summing Up The Process
The path to a profitable website begins by defining your unique value proposition. Once you have that taken care of, you can move forward in the process. The next step is to optimize your landing pages for traffic and conversion.
- Step #1 to a Profitable Website – Define Your Unique Value Proposition
- Consider the buyer’s question: Why should I buy from you?
- Answer with specific and quantifiable reasons and make sure you can deliver on what you promise.
- Write down the answer on paper.
- Give your UVP to your content developer. They can incorporate it into your landing pages, blog posts, and other online content.
- You should also share it with all your employees, and particularly the person handling your marketing. Online and offline content should complement one another.