Value proposition
A clear statement of what you offer, who it is for and why it is worth choosing, usually expressed in the headline and subheadline.
A value proposition explains the benefit a customer gets from your product or service and why it is worth their time or money. On a landing page it normally lives in the headline and subheadline, supported by a few key benefits and a visual.
A strong value proposition is specific. It names the audience or problem, describes the outcome in the customer's terms and, where possible, includes something concrete such as a time frame, a number or a clear difference from the alternatives. Compare We offer innovative digital solutions with Get a fast, mobile-friendly website for your dental practice in 14 days. The second tells the reader whether it is for them and what they will get.
Common mistakes include writing about yourself instead of the customer, using buzzwords that could describe any company and trying to list every feature at once. A useful test is to show the first screen to someone unfamiliar with the business for five seconds and ask them what you offer and who it is for. If they cannot answer, the value proposition is not doing its job yet. The value proposition also needs to match the source of the traffic, or visitors will feel they landed in the wrong place.
How to improve it
- Write the headline around the outcome the customer wants, not the name of your service.
- Use the subheadline to add who it is for, how it works or a concrete detail.
- Replace buzzwords with specific numbers, time frames or examples.
- Use you more than we so the copy centres on the reader.
- Score your headline with the free headline analyzer (open tool).
How PageScore checks it
PageScore rates headline clarity and length, looks for a supporting subheadline, compares you and we wording, flags buzzwords and checks for concrete numbers in the copy. Its AI review also comments on how clearly the copy explains the offer.