Boosting sales on your website isn’t merely about having a fantastic product in your offer. It’s just as much about communicating your selling points quickly and effectively and knowing how to use your value proposition to impress your audience.
But if you think about it, you’ll find that creating the perfect value proposition can be challenging. It requires a thorough understanding of your target audience’s pain points and aspirations. Moreover, it necessitates a masterful use of both copywriting and design tactics to allow you to demonstrate that your brand has the answers to your prospects’ needs.
So, whether you’re starting the process of putting together a sales proposition or are looking for ways to improve the conversion potential of your existing site, here are the best value proposition tips to implement on your website.
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Switch to Your Audience’s Point of View
One of the most elementary ways to convince web visitors to consider your solutions is to approach the copywriting process from a potential client’s point of view.
After all, today’s consumers don’t want to hear another ad for another company claiming to sell a stellar product. In fact, a significant portion of buyers (40% of them, to be exact) feel like they’re being bombarded with irrelevant and intrusive advertising messages. Furthermore, most people only need up to three unwanted sales pitches to get fed up and ignore the brand.
With this in mind, if you want to ensure your value propositions and sales pitches result in conversions, you need to switch up your game and focus on what your audience wants and needs from your business.
Use your value proposition to show you understand your prospects’ pain points. Focus on user benefits instead of product features to help web visitors perceive the advantages of investing in your solution. And don’t hesitate to use language that invites your audience to imagine themselves using your solution, as this could lead them closer to making a purchase decision.
If you look at the value propositions on the Deel homepage, you’ll see that this brand understands what benefits its audience expects from monthly subscriptions. By focusing on what customers get instead of describing product features, the brand maximizes the chance of potential clients perceiving its offer as relevant, boosting their likelihood of converting into customers.
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Use User-Friendly Visuals on Landing Pages
Another crucial step towards ensuring your value proposition inspires conversions is to back it up with supportive elements that boost product understanding.
You see, while words are people’s primary mode of communication, the human brain relies on more than just language to process data. According to science, 90% of all information transmitted to the human brain is visual, which is one of the reasons our minds are much more capable of understanding visuals than mere text.
So, as you explore ways to communicate your selling points quickly and effectively, consider the different types of visuals you can add to your website to support your claims.
For example, a simple header image that reflects your product’s purpose can be an excellent way to help your value prop resonate. Check out how the Mini Cooper brand does it on the JCW Countryman All4 product page. Here, the sales proposition invites buyers to consider investing in “the mightiest Mini,” which reflects the model’s racing legacy. However, it’s not the copy that drives the message home but the hero image, showing the aspirational outcome people can expect to receive once they’ve purchased a car like this.
If you offer a complex solution that tackles a niche pain point, utilize more advanced visuals to make your value proposition pop. In these cases, images can work. However, you’ll see much better results if you opt for dynamic visuals, whether that involves videos or animations.
To witness this strategy in action, check out the DialMyCalls homepage. Here, the brand lets visitors know they can use its solution to “send text messages, calls & emails to thousands with ease.” To support this claim, it includes several animated in-app screenshots to allow prospects to fully comprehend the capabilities of the Dial My Call software.
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Make It Easy for Users to Discover Selling Points
“Show, don’t tell” is one of the most widespread pieces of writing advice. And the reason it’s so popular is that it works.
So, whether you’re composing a novel or a value proposition for your website, implementing this tip can be a great way to help your audience comprehend your message.
When trying to inspire website conversions, allowing your audience to discover the breadth of your offer can be an effective way to nudge them toward the lower stages of the sales funnel. Plus, by combining this functionality with your value proposition, you can prove that your brand does have the solution your prospects need.
For a great example of this tactic in action, check out Australian Business for Sale. This organization doesn’t just claim to help users find businesses listed for sale. By including an interactive element in the topmost section of the site, it allows potential buyers to test out the brand’s solution for themselves. This design feature instantly engages user attention. It demonstrates the capabilities of the brand’s product. Plus, it lets web visitors quickly solve their pain points, allowing them to purchase with just a few clicks.
Make Measurable, Believable Claims
Lack of brand trust is one of the biggest conversion obstacles you can come up against when running a business. So, if you’re looking for tips for communicating your selling points more effectively, consider using your value proposition to convince your prospects to see your brand as credible.
If you look at the research surrounding brand credibility, you’ll find that 81% of consumers need to trust a business to even consider investing in its products or services. But it’s not just your conversion rates that depend on your capability of evoking customer confidence. The overall success rate of your business may rest on it, too — especially seeing that brand trust fuels consumer actions like buying, advocacy, and loyalty.
Now, the logical solution to this business challenge may be to enhance your website with various formats of social proof. In many cases — like on the Sprout Social homepage — the design decision works wonderfully to convince users to convert.
However, if you want to go further and guarantee your value proposition inspires brand trust and confidence, consider replacing lofty promises with measurable and believable claims.
For example, if you look at the value proposition on Clay, you’ll notice that it promises users “75+ enrichment tools,” which is a promise that’s easily checkable.
Similarly, a quick look at the ElevenLabs homepage reveals a usable web app that allows prospects to evaluate whether the brand’s product does what it promises and fits their needs.
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Balance Content Detail with Minimalism
Creating a value proposition that resonates with your target audience isn’t just about copywriting. Nor is it simply about supporting claims and promises with visuals.
In many cases, the best way to communicate your selling points demands that you find a balance between providing sufficient detail and surrounding content with blank space.
If you look at the research surrounding what type of websites consumers prefer to interact with, you’ll discover that minimal design often ranks highest in user-friendliness. This is not only because it’s simple and familiar (which leaves a positive impression on web visitors). Minimal design lends itself to effective communication. High-value elements are surrounded with negative space and the overall design is aimed at gently guiding user attention toward relevant content.
For example, check out the BuddiesHR homepage. It’s one of the simplest SaaS sites out there. Yet, it presents visitors with the right amount of sales-inspiring content while retaining a minimal design. What stands out about this brand’s way of showing off its value proposition isn’t just the directness and the minimalist approach to design. More importantly, the web design team behind BuddiesHR knows that the best way to get consumers to convert is to minimize distraction when delivering its selling points and gently guiding web visitor attention from the app’s benefits to the CTA that allows them to start using the product.
Practice Consistency across All Channels
Finally, as you explore tactics to boost the effectiveness of your value propositions, remember that the majority of your target audience won’t come into first contact with your brand through your website. Instead, their discovery journey may lead them through social media, product comparison sites, or (in 55% of cases) search engines.
So, if you want to ensure your ability to engage new leads and convince them to try your solutions, make it your mission to draw your value prop elements through your entire digital footprint. Ultimately, it’s the only way to guarantee your audience understands the benefits offered by your brand and products.
If you check out Synthesia, you’ll see that the brand’s website follows a standard route in presenting visitors with its value proposition. However, what stands out about this brand’s approach to marketing is that it dedicates its entire social media presence to showing followers the benefits they can enjoy by signing up for the product. Each short video goes over a product feature and describes how customers can use it, making the significance of Synthesia’s product that much more evident.
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Final Thoughts
Even though there are many ways you can perfect your value proposition, the most important thing to do when communicating selling points is to highlight information that’s relevant to the people you’re trying to convert.
If you’ve done that, you can move on to the more advanced steps of optimizing your value prop through copywriting or design practices.
No matter how happy you are with your sales copy right now, remember to continually test its effectiveness. That way, you will detect shifts in consumer sentiment and how they affect your ability to convert customers. You’ll also uncover valuable improvement opportunities, allowing you to further boost your brand’s growth and sales.
Image by Rochak Shukla on Freepik
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