What it is, and why you need one.
It's toasted. I get it.
Mad Men
When you list your services you shouldn't merely STATE who you are. You should add a benefit. What can you offer that your customers appreciate — that perhaps few, if even nobody, in your area offers? That, my friend, is your USP.
Let me illustrate what I mean with a quick example everyone can relate to. These are two cans of mineral water from my office. One is simply carbonated water — that's your value neutral brand. The other is carbonated water with a lemon flavor. Now, which one did I pick? The lemon flavor, of course! It had an added benefit.
The good news is that if you hire us to do your website — we will develop a value proposition for you!
Lucky Strike found this out when they simply added the "added benefit" that their tobacco was toasted — which propelled them over value neutral competitors, even though most, if not all, cigarettes were produced in a nearly identical way. This was made famous in the first episode of Mad Men. They simply stated a benefit, and did it clearly, so that the average guy got it.
If the choice stands between similar options — i.e. you versus all your competitors — the one that can simply state an added benefit will win over the value neutral competitors.
Let me bring this back to your service based business. If you simply say "Painter Detroit," you are value neutral. You are not adding any reason why we should pick YOU rather than anyone else. And that might work sometimes — but if you want MORE business, if you want to WIN online, you need to state a REASON your ideal customers should pick YOU rather than the five other competitors they have open in other tabs.
When we build out your website, we do extensive research — and I mean EXTENSIVE — to identify possible claims of value, benefits, that would both resonate with your target audience and be believed. For instance, it can be as simple as stating that you have up-front, transparent pricing. That is enough to tilt the perceived value in your favor, to where your target customer will choose you over the value neutral competitor. If you're offering a quote, simply stating that the quote is "same day" will beat the neutral quote.
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