When someone arrives at your website, they should quickly understand what your business does and the benefit of your product or service. The first words they read (along with your images) must make what you are selling clear and be appealing to prospective customers.

A great place to start is to develop a Unique Value Proposition. If you need help creating yours, Branding Compass makes it easy. Once you have your UVP, let’s see how we can turn it into a website copy.

Here’s the UVP that was created using Branding Compass for a fictional lawn care and landscaping company, Coastal Landscaping:

Coastal Landscaping offers environmentally safe landscaping and lawn maintenance for a beautiful lawn with little effort for homeowners in coastal Maine who want a gorgeous lawn without chemicals.

Shorten your UVP into a headline

Your Unique Value Propositions may be too long. Take the important elements of your UVP and rewrite them into a more succinct sentence or headline. These would be perfect as the main headline of the website. Here are some examples of how we re-wrote the UVP for Coastal Landscaping.

Environmentally safe landscaping and lawn maintenance

Environmentally safe landscaping and lawn maintenance in coastal Maine

Beautiful, effortless, and environmentally safe lawns and landscaping

Environmentally safe landscaping and lawn maintenance for your home in coastal Maine

Gorgeous lawns and landscaping without chemicals

Gorgeous lawns and landscaping with no chemicals and no effort

Question and answer

You can make your UVP more engaging by turning it into a question and response. Here are some examples, again, for our fictional company Coastal Landscaping.

Want a gorgeous lawn without chemicals? Coastal Landscaping offers environmentally safe landscaping and lawn maintenance.

Can you have a beautiful lawn without chemicals? Yes! We offer environmentally safe landscaping and lawn maintenance for your home in coastal Maine.

Looking for a gorgeous lawn with little effort and no chemicals? Coastal Landscaping offers environmentally safe landscaping and lawn maintenance.

Speak directly to your audience

Your website will feel more engaging if you speak directly to the website reader. Try switching to the second person by using the word ‘you’ or ‘your’ in the copy.

See how we can re-write this UVP for a fictional social media consultant who has a company called Social Sells. Here’s the original UVP created with Branding Compass:

For small business owners who want to grow their business, Social Sells offers social media marketing and coaching that builds awareness and generates leads to help them increase their business.

Here’s the UVP rewrote using ‘you’ or ‘your.’ These can be formatted as headlines or using the question and answer format. Again, these are perfect for website copy.

Social Sells offers social media marketing and coaching to build awareness and generate leads for your business.

Social media marketing builds awareness, increases leads and grows your business.

Want to grow your business? Social Sells offers social media marketing and coaching that builds awareness and generates leads.

Need more leads? Social media marketing can build awareness of your business and generates leads.

Ready to grow your business? We use social media for marketing your business or coaching you on how to do it yourself.

Are you a small business owner who wants to grow your business? Social Sells offers social media marketing and coaching that builds awareness and generates leads.

Need help with your social media marketing? Social Sells offers marketing and coaching to build awareness and generate leads for your business.

Where to put your UVP on your website

After adjusting your UVP, try to place it so it’s the first thing someone reads on your website. It can be formatted with an H1 tag, or sometimes your business name is the H1, and your re-written UVP is an H2 or subhead.