Understanding Value Propositions

Value Propositions: The Single Most Important Piece of Marketing on Your Site

An effective value proposition can add a huge boost to your site. It is considered by many to be one of the most important pieces of marketing on your site. Why? Because it can literally make or break the success of your site.

What is a Value Proposition?

A value proposition is a phrase that promises a value that will be delivered. It explains why a prospect should buy from your company. A value proposition should be the first thing a prospect sees when they come to your site.

Key Aspects of a Value Proposition

  • It explains how your product or service solves the customers problems or how it improves their situation.
  • It defines certain benefits to quantify the value of the product or service.
  • It tells the customer why your product or service is the ideal answer for their need.

Important Note: 

A value proposition is not a “Catch Phrase”

Example: “Gillette. The Best a Man can Get!”

A value proposition is not a positioning statement

Example: “Avis. We Try Harder”

Value Proposition Formula

There are several ways to create a value proposition, below is one example:

  • Headline. What is the end-benefit you’re offering, in 1 short sentence. Can mention the product and/or the customer. Attention grabber.

  • Sub-headline or a 2-3 sentence paragraph. A specific explanation of what you do/offer, for whom and why is it useful.

  • 3 bullet points. List the key benefits or features.

  • Visual. Images communicate much faster than words. Show the product, the hero shot or an image reinforcing your main message.

Evaluate your current value proposition. Does it answer the questions posed below?

  • What product or service is your company selling?

  • What is the end-benefit of using it?

  • Who is your target customer for this product or service?

  • What makes your offering unique and different?


Creating an Effective Value Proposition

What makes a good value proposition:

  • Clarity! It’s easy to understand.

  • It communicates the concrete results a customer will get from purchasing and using your products and/or services.

  • It says how it’s different or better than the competitor’s offer.

  • It avoids hype (like ‘never seen before amazing miracle product’), superlatives (‘best’) and business jargon (‘value-added interactions’).

  • It can be read and understood in about 5 seconds.

Enhance your Value Proposition

By offering a “booster” to your value proposition, a prospect on the fence can easily be persuaded to buy now.

These things work well against competitors who do not offer them. Boosters can be things like

  • Free shipping

  • Fast shipping / Next day shipping

  • Free bonus with a purchase

  • Free setup / installation

  • No setup fee

  • No long-term contract, cancel anytime

  • License for multiple computers (vs 1)

  • (Better than) Money-back guarantee

  • A discounted price (for a product)

  • Customizable

Good Value Proposition Examples

The “perfect” value proposition may be unattainable. Conversion XL has put together a great list of what are good value propositions as well as notes on how they could be better.

Campaign Monitor


  • Very clear what it is and for whom

  • Specific lead paragraph

  • Key features outlined above the fold

  • A relevant image

  • Features a booster – “100% rebrandable”



  • It’s clear what it is and for whom

  • Specific benefit oriented sub-headline

  • Relevant visuals

  • Smooth transition into features and benefits



  • Clear statement about what it is and for whom

  • List of benefits

  • Relevant image



  • A different kind of layout, but well done. It tells a story of ‘what’ and ‘how’ . Easy to follow.

  • Key features / benefits listed along with relevant imagery

  • ‘Remember everything’ is a good slogan, but I’d add a specific sub-headline underneath it for improved clarity.



  • Very clear headline

  • Benefit and action oriented sub-headline

  • Key benefits clearly listed

  • Relevant image

  • Missing: comparison with the competition



  • The headline is very clear

  • The text paragraph is decent, but shouldn’t start with a call to action

  • Comparison with the competition done (5x faster, free, mention of unique features)

  • I would definitely list the key benefits / features in bullets for improved readability



  • The headline does communicate an emotional benefit, but its not clear enough and should be better. It’s the first thing people read. Clarity would get an instant boost if the headline would be something like “Keep track of your laptop, phone or tablet. Get it back when it gets stolen or lost. “

  • The following paragraph does a good job explaining what it is.

  • I would use an actual screenshot of the product to better demonstrate what it does.

  • It uses boosters like social media proof and respected logos.

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