Unique selling proposition
Also called USP, Unique selling point
The specific reason a customer should choose you over the alternatives, stated in a way competitors cannot easily copy.
A unique selling proposition, or USP, is the one thing that sets your offer apart from the competition. Where a value proposition explains the benefit of your offer, the USP answers the follow-up question: why you rather than someone else?
A useful USP is true, relevant and specific. It might be a guarantee nobody else offers, a faster turnaround, a narrow specialism, a pricing model, a location or a method. It has to matter to the customer, not just be different. Being the only agency with a purple logo is unique but irrelevant; being the only local roofer that gives fixed-price quotes within 24 hours is both.
Many pages claim things like quality service or experienced team. Every competitor says the same, so these claims do nothing to separate you. To find a real USP, look at why your best customers chose you, what they praise in reviews and what competitors fail to offer. Then state it plainly near the top of the page and back it up with proof, such as a review, a result figure or the terms of the guarantee. A USP that is stated but never supported reads as just another marketing claim.
How to improve it
- List what your competitors say on their pages and remove any claim that sounds the same as theirs.
- Ask recent customers why they chose you and use their wording.
- State the USP in or near the headline, in plain language.
- Back it up with evidence such as a review, a case study figure or the terms of a guarantee.
- Check that the copy stays easy to read with the free readability checker (open tool).
How PageScore checks it
PageScore cannot know your competitors, but it flags generic buzzwords, checks for concrete numbers and result figures, looks for guarantees and rates headline clarity. Its AI review comments on whether the copy gives visitors a clear reason to choose you.