How to Establish Value Proposition on Your Website

When trying to increase conversions and draw more attention to your website, value proposition is everything. The online competition in pretty much any industry is fierce, and if you can’t convince customers to purchase your products because you have something unique to offer, what’s to stop them from going to one of your better-known competitors?

According to Peep Laja of ConversionXL, businesses who aren’t well known need better value proposition than top-names in an industry. If you think about it, well-known companies like Nike or Apple rarely have to explain why their products are the best—people already know. But your business needs something that makes it stand out, and it must be clearly established on your website.

“You have to present your value proposition as the first thing the visitors see on your homepage but should be visible in all major entry points of the site,” Laja says. “It’s not just for aesthetics, or to placate a CEO or copywriter, but ultimately, to improve your customer lifetime value.”

Establishing value proposition is no walk in the park. You’ll need to put your creative mind to work here to determine what your value proposition is, and then make it clear on your website. Here are some strategies to consider:

Make It Understandable

Don’t forget that your customers are human beings. They want clear, concise language and terms that they understand. Using industry jargon or large fluff words just to sound smart will do your company no good.

Pretend like you’re talking to a friend when trying to explain what your company does. Use simple English to describe what sets your company apart. Use similar language when publishing the information on your website.

Publishing the numbers is a simple, highly effective way to speak to your customers. Money is obviously a factor in every purchasing decision, so establishing the savings or potential earnings of doing business with a company can seal the deal.


For example, say you’re looking for a personal injury attorney. You see one website with plenty of great pictures and text that explains what makes them great. Then, you see a competitive website like this one that states they earned one of their clients $148 million. The choice is obvious!

Use Less in Your Design

A minimalist website design makes it easier for visitors to understand what you have to offer. Neil Patel says that good design makes a huge difference in swaying customer purchasing decisions.

“The website is a product of the business, and it reflects its work,” he writes. “If a website is slow, filled with errors, clunky, and ugly, most people will get a bad feeling about the business and not want to become a customer. But if the website is fast, has beautiful design, and is simple, then the business is increasing its odds of landing new customers.”

He encourages website designers to look at their website and write down their first three impressions of the site. Within those impressions, can you tell what’s working well and what needs improvement?

He also shares a couple of bad examples, including this website that’s clunky, difficult to understand, and overall unorganized.

Use Social Proof

Consumers want to see that your product or service works in action. They want to hear from others that you are as good as your word. That’s why about 92 percent of consumers read customer testimonials and reviews before making a purchase.

Ask satisfied customers if they’d be willing to leave a review or testimonial that you can publish on your website. Try to put testimonials on your homepage, landing page, and product pages where they can do the most good. While a potential customer is perusing your website, the positive words of a satisfied customer might be exactly what’s needed to sway a purchasing decision.

These are just three simple steps, but they’ll likely have a profound impact on your sales and conversions. When your value proposition can easily be understood with a glance to your website, you can snag customers easily.