Your Website and Importance of Value PropositionHexRowAdminLogin
The website represents the soul of your brand. It clearly shows how much effort you are putting into the business. Many of the business owners are doing it wrong by not investing in web design. They are skipping their site optimization and are more interested to make profits. This strategy ultimately leads to a degraded brand image.
Potential customers are always searching for a quality website that symbolizes the best service. That is why your website must possess a Value Proposition or VP.
VP is nothing but a few sentences that sum up your brand values on the homepage. It is crucial because the audience will scan and skim your site and leave it. VP will give them a concise take-home message which lasts long in their memory.
But you should be watchful to not throw a bunch of ideas at a time. Seeing so many values the reader will be confused. A single, powerful VP is always effective and informs the viewer more quickly.
Here we will discuss the detailed way of adding a VP to your website. Two aspects namely copy and design plays a major role in propagating this message.
Your website copy is an attention-grabbing region. Clients will go through it to collect more info about your business. So, you can highlight the VP by enhancing the website copy. But you should not diverge the customer’s attention by including a lot of values. Keep it sharp by having just one or two VPS. So that people will grasp the message and retain it easily.
Most of us after entering a site, look at the very first image, logo, or slogan. If it is impressive, we feel excited to navigate further.
The website, TaskRabbit has intelligently manipulated this habit. The site wants to assure the visitors of its cybersecurity. To reinforce this message, it has included keywords like safety and reliability in its first VP.
Again just below the VP, there is a security seal with a descriptive quote on safety. It has been mentioned that safety is their first task and the site is background checked.
The VP mission just doesn’t end here. TaskRabbit has further repeated the safety checks on it’s “how it works” page. On this page, it has created a special section on safety. Here the user gets to know about the procedure of background checking and video interview of users. Also on the “Meet the TaskRabbits” page, there is a security badge.
Due to this repeated showcase of safety measures taken by the site, clients are relaxed. They trust the site for getting their service done. They have the confidence that they will not be cheated. It eventually leads to higher lead conversions.
Rackspace is another site that is seriously working to emphasize it’s VP. The major value it wants to put forth is it’s customer support. So, all the product pages along with the homepage have special sections about their fanatical support. So, all the people visiting Rackspace will be convinced that the company is always ready to help them.
Above the fold VP
In the end, what we learned is that we should choose a unique value. And promote it through various sections of our website copy like home page, product page, About us page, and how it works page.
Design is a subtle thing that deeply affects user experience. Every little logo, element, phrase, layout on the homepage can create a big difference! A website full of errors, having slow loading speed, crowded boxes will make a bad impression. People will be repelled by the first page itself. They will leave your site quickly without discovering more.
But on the other hand, if a site has a simplistic layout, loads in a second, and appeals to the visitors, it will convert more leads. Value Proposition can also be achieved through proper design.
Let us understand VP through designing with the help of real examples.
Check out the homepage of Square, a website providing payment gateway service. The page has a relaxing backdrop, effective fonts, and cleanly organized elements. Due to easy readability, you can quickly conclude the following points –
- You can accept payments by credit card.
- The card reader is free.
- Commission taken by the site is 2.75%
So, the basic design of Square is successful in delivering the right message to the reader. At the first sight, we can grasp a lot of helpful info about the business.
Similarly, on the home page of UserTesting.com, everything is wisely designed. In a quick glance at the page, we can quickly know the following –
- The site offers a usability testing service.
- A lot of popular companies have used this brand.
- The cost is $39.
- Money-Back Guarantee has been offered.
YourMechanic website also puts its VP strongly. Skim the first page and you clearly get their unique service.
- They have certified mechanics.
- Mechanics provide service at your doorstep.
- You can avail service for a range of automobiles.
So, all these 3 websites wisely explained their VP through simple designs. Still, there are some sites that terribly fail to highlight their chief message.
There is a website called LingsCars.com. Its homepage is totally bloated with flashy boxes, excessive information, and crowded images, texts. Even after gazing for long, you will not get their main value. Such a design is not trusted by many.
Digital Hollywood website also fails to put an impact. Numerous information is just stuffed on the page in every little space. This bores the audience and they finally leave the site without getting any enjoyment. There are few other websites that just flash boxed info at the viewer. All these poorly designed websites make no point. They are only a liability to the concerned business.
So, did you understand how focusing on the site design can broadcast your brand message? But the first thing you should try to find out is the VP.
Take the following questionnaire:
- Why did you start this business in the first place?
- What do you do better than the other companies?
- Why people choose your service from the rest?
- Why someone should try your products over a thousand other products?
Analyze these questions and find genuine answers. And you will be taken to your ideal VP. You are already familiar with some popular VPs such as Netflix – Stream movies instantly, Duracell- most dependable batteries. Now, hurry up and transform your website by optimizing the VP!