How to Write a Value Proposition for Service AND Product Based Brands (That Will Strengthen Your Squarespace Website H1)
Updated June 2022
What is a value proposition?
A value proposition is your short, summarized statement that sums up your value (see, that’s why they call it a “value” proposition) to your consumer! A value proposition is a statement to summarize why a consumer should buy a product or use a service. The term refers directly to the value your company will deliver when someone should someone choose to buy your product or pay for your services.
Though often associated with a business’s marketing plan, the value proposition should not be empty words. Investopedia says a value proposition “tells a customer the number one reason why a product or service is best suited for that particular customer.” Fitting with a strong marketing plan, though, a successful value proposition is persuasive, converting prospective clients and customers into satisfied clients and customers.
“A value proposition tells a customer the number one reason why a product or service is best suited for that particular customer”
– Investopedia
If you’re wondering whether this doesn’t sound an awful lot like a catchy slogan or phrase -- sometimes great value propositions can “stick” in that way or become synonymous with a brand. But that would be oversimplfying the value proposition - it’s got a bit more going for it than a “slogan.”
Why do I need a value proposition for my website / brand?
Taking the time to write out a value proposition is going to help you become clearer with your own mission and make it unmistakable what you do to others. Obviously, once you’ve written your value proposition, you will want to post it publicly on your website or in other materials visible to your audience.
It seems simple, but the amount of small businesses without a value proposition is insane!
Why the lack?
It can be easy to confuse a brand’s mission with its value proposition, especially if they don’t clearly identify a value proposition elsewhere in their brand’s web presence. Company mission /=/ value proposition!
Value proposition provides clarity & (duh!) value
Have you ever visited a website for a product or service and not been quite sure what you’re getting or why you would pay for it? Perhaps if you’re shopping for an ergonomic pillow or reusable straws, the value proposition of what you’re getting is more obvious: perhaps this will improve my sleep or relieve neck pain, or in the case of the straws, reduce my consumption of single-use plastic. But some products are harder to get that initial value across--in fact, some might argue that you don’t need a fancy ergonomic pillow to get better sleep or that plastic straws work perfectly fine and are less expensive on the front-end and don’t require cleaning.
In these cases, having a clear, easy to access and understand value proposition can be the difference between someone choosing to invest in your product versus dismissing it as a “money-making fad.”
If you are revolutionizing the world of well-fitting bras and underwear for all body types using recycled and sustainable materials, and that wearing these undergarments are going to majorly improve the wearer’s comfort, quality of life, and environmental footprint, shout it from the rooftops! Make that value clear - it goes beyond mission alone!
Parade does that via a short “letter” from their CEO, Cami Téllez:
“For too long, underwear has been about restricting us to a flat pink surface, but now we know that’s just one glint in the sea of self-expression.
Sexiness isn’t one-dimensional—it’s a voice, it’s a feeling, it’s a technicolor mirror that reflects whoever is holding it. With you, we’re rewriting the American underwear story—in full-spectrum color.”
Indeed, a strong value proposition for a product-based brand is a thing of beauty. (See below for more inspo!)
A value proposition is super important for service-based brands
But, let’s say you are a life coach, or a holistic dietician, or offer back-end development for small B-to-B companies. In the case of less-obvious value-add, or even the oft-heard potential client’s question “why would I pay someone to do that for me?” being clear and concise with your value proposition is even more important. Having a strong value proposition can be the difference between converting clients or not with a service-based business.
Additionally, people don’t want to have to look for this. Realistically, you don’t have a lot of time to convince someone to click over to your page, keep reading, and even click on a few additional pages. That’s why with a value proposition, you should include it right up front, on a main landing page, in your marketing materials, in your newsletter footer -- anywhere you can think of to get that message across simply. The worst thing you can do it bury this somewhere in your About page (though, feel free to also list it there) and never use it.
Sarah Moon’s value prop hits straight to the problem area: marketing that’s different.
Here are a few excellent examples of strong, clear value propositions for service-based businesses:
Hello, Mental Health: “Compassionate and evidence-based mental health treatment.”
Sarah Moon Co.: “Movement marketing for thought leaders and game-changing brands”
Fabricate Studios: “Fabricate Studios is an educational classroom space in West Midtown Atlanta, and offers skills-based instruction for children and adults. Regardless of your current skill levels, our beginner, intermediate and advanced classes build on one another to help you reach your goals.”
Blooming Design Co.: “Strategic, beautiful websites for new-ish business owners. Easy-to-use website templates and VIP Template Restyle experiences for service providers who want to look and feel their best online.”
Christy Price: “Websites Made Easy Squarespace web design for entrepreneurs & small businesses. Creating simple and compelling user experiences that spotlight your unique value.”
Tara Faughnan: “Quilts made in Oakland. Color. Creation. Freedom.”
(She doesn’t actually sell her quilts, she sells patterns and teaches classes. This is a case of a kind of less clear value proposition but a quick visit to her website where you see these words on the page against her distinctive quilt patterns makes for a less-than-traditional value proposition.)
Think of your value proposition like an “elevator pitch”
Okay, you’re in an elevator and someone asks what you do. You have until the 30th floor. What do you say? That’s your value proposition! It’s the short and sweet version that still explains perfectly.
That prompt is a place to start in writing yours out. Think about how that response to “What do you do?” or “What is so special about your [product/service]?” is going to be slightly different than rattling off your company’s mission. The two are closely aligned, for sure, but your value proposition should feel immediately more urgent, practical, and relatable to a stranger on an elevator.
Do product based businesses still need value propositions?
YES. Yes. There are lots of products out there, and it’s important that you’ve taken the time to articulate quickly what sets your product and company apart. Here’s a few that have great ones:
Glossier’s value proposition might be small, but it’s on the homepage and describes exactly how their products solve my problems: by being uncomplicated and intuitive
Girlfriend Collective: “Fashion Meets Function Supportive, sustainable, and stylish — who says you can’t have it all?”
Bookshop: “A Better Way to Buy Books Online. Every Purchase Supports Local Bookstores.”
Glossier: “Beauty inspired by real life. Glossier is a new approach to beauty. It’s about fun and freedom and being OK with yourself today. We make intuitive, uncomplicated products designed to live with you.”
Republica Unicornia: “Magical hand-dyed yarn and notions for the color-obsessed.”
Jamby’s: “Performance Inactivewear.”
YETI: “Our premium ice chests, drinkware, and accessories are the pinnacle of performance and durability. Customize your own.”
As you can see from those examples, product-based businesses are still faced with the dilemma of why someone might choose their product over the other options available - and why the price is worth it.
While products are certainly very different from services, you still need to say:
What you sell
Why it’s different or unique
Who it’s for
These specific identifiers will make it unmistakable and help customers see themselves in that description. These can all come across in snappy, well-conceived value proposition.
Where does a value proposition go on my website?
Your value proposition should be the first thing people see, for SEO purposes as well as to quickly explain your value to interested people. Often, it can even be in the tagline or first sentence under the results in a Google page--the words below the name of your business even before the person clicks on the link.
You will also want your value proposition to be at the top of your website. Don’t make someone go looking for the big “so what?” Put your greatness right out there, front and center.
Okay, okay. How do I write one?
Don’t be discouraged if you don’t think of the perfect set of phrases right away. In fact, this is a low stakes freewriting zone! This is something you may want to ponder, write down some ideas, chat with team members, trusted colleagues, friends, and collect some good ideas in a notebook. This is also not rocket science, and overthinking is also a real risk!
Never fear… we’ve got you covered with a little exercise to help you get going.
Follow this value proposition formula for service based businesses:
Follow this value proposition formula for product based businesses:
Once you’ve written your value proposition, go copy and paste it as an H1 element boldly at the top of your website. If not, you may wind up using a combination of these phrases, or some snappy keywords, to finally arrive at the perfect value proposition - your value simply laid out in words.
Either way, this exercise is really worth it for helping clients and customers to understand what you do, and to remind you of what it is you bring to the world that no one else is quite doing like you are. YES!
Other Examples
Once you start looking, you really will see the strength of a clear, effective value proposition all around you - the last time you signed up for something or bought something based on an ad that immediately told you 1) why you needed that product and 2) easily guided you to its value was a successful episode of Value Proposition Today.
Slack’s value proposition punches you over the head with pure value: replacing email and having a more organized way to work!
Here are a few examples of value propositions compared to their About pages for larger internet-based brands:
Creativebug: “Find your creative bliss: Learn something new every day.”
Calendly: “Calendly is the modern scheduling platform that makes “finding time” a breeze. When connecting is easy, your teams can get more done.”
Slack: “Slack is a new way to communicate with your team. It’s faster, better organized, and more secure than email.”
Bookshop: “A Better Way to Buy Books Online. Every Purchase Supports Local Bookstores.”
Sparrowhawk Studio: “Atlanta's first feminist-inspired space for traditional and cosmetic tattooing.”
Lidavi Social : “Social Media Strategy that Shines Bright & Strongly Engages. You’re already juggling a million tasks but social media doesn’t need to be one of them.”
