It’s scary but true: you can count on one hand the number of seconds you’ll have to communicate your value to a new website visitor.
By value, I mean such important information as what you do, why you’re better at it than your competitors, and how your customers benefit from your particular expertise. Distill these things into a concise statement answering the question, “Why you?" and you have your unique value proposition (UVP).
When you’re preparing for a website redesign, you need to be aware of the unique value you offer so you can plan to express it effectively with your new site.
Visitors need to understand your Unique Value Proposition (UVP) as quickly as possible when they hit your website, and you can use your design as well as your content to make it happen. People are going to form an opinion of your brand in just a few seconds, and once they have, it’s difficult to change.
Using Your UVP in Web Design
So how do you make an impact that reflects your value in just a few seconds? Well, obviously, it's hard to communicate a complex message with elements of web design, but you can certainly create an experience that's consistent with your value and primes your audience for your message.
Layouts, colors, and other design elements that use psychology can all communicate your brand image and reinforce your unique value.
Imagine how you would express “strong and confident”: saturated red or navy, straight lines, and simple forms, right? How about “helpful and comforting”? You might choose gentler blues and greens, more curves, and perhaps more detail. If the first thing a visitor sees is that visual message, they will feel satisfied and reassured when it is reinforced in the copy.
Of course, design isn’t your only tool. You also need to reinforce your UVP consistently throughout your content using clear, natural language. Keep in mind that your UVP isn’t really about you; it’s about the value you bring to your customers.
Expressing your UVP is about creating a clear sense of that value, not explicitly stating it. Beware of language that’s too you-centric: “We are….”, “We have…”, “We love…”, etc. Instead, choose a few words or phrases that encapsulate that value and weave them into important copy. If people come away with a clear sense of “why you,” you’ve done your job.
Quick reminder—you can skip around in this series all you want. Here are the other parts if you want to explore:
Website Redesign, Step 1: Benchmark Current Performance
Website Redesign, Step 2: Clarify Your Goals
Website Redesign, Step 3: Inventory Your Assets
Website Redesign, Step 4: Analyze the Competition
Website Redesign, Step 6: Design for Your Ideal Customer
Website Redesign, Step 7: Optimize Your Content for SEO
Website Redesign, Step 8: Plan Your CTAs
Or, go ahead and read about the whole process at one time in our ebook on THIS VERY TOPIC! What a coincidence.