In today’s competitive online market, having a profitable website starts with defining your Unique Value Proposition (UVP). Your UVP answers the question, “Why should I buy from your company and not your competitor?” and sets the foundation for all your marketing strategies.
The UVP Process
Be careful that you don’t just throw out some glib response. Take the time to consider what you offer 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 the consistency of the message across all your marketing channels.
Defining Your Unique Value Proposition
The best way to define 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, 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 examples.
Each of these statements lists specific benefits provided within a measurable period. They are short and to the point.
” 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.” – College for Pets.
” 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.” – Aquatic Weed Control.
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.”
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 as 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, but we produce a quality product 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: Research Your Competitors Take the time to understand what your competition offers and how they meet customer needs. Use this information to identify your UVP.
Step 2: Define Your UVP Your UVP should list specific and quantifiable benefits that set you apart from your competitors. Consider the customer’s needs and what you offer that others don’t.
Step 3: Write Down Your UVP Commit your UVP to paper for consistency of message across all your marketing channels.
Step 4: Share Your UVP with Your Team Make sure your UVP is communicated to all employees, especially the person handling marketing, to ensure a consistent message online and offline.
Step 5: Incorporate Your UVP into Your Content Your content developer can condense your UVP into an easy-to-understand statement and incorporate it into your website, blog posts, and other online content.
In conclusion, defining your unique value proposition is the first step toward a profitable website. Make sure you can deliver on what you promise, and don’t be afraid to sum it up in a simple, quantifiable statement.
Start defining your UVP today and take the first step towards a profitable website!