Website Marketing, Wellington - Globe

For Websites that Earn their Keep

Unique Selling Proposition - Promotion

When times are tough it's time to revisit your "point of difference" or "unique selling proposition" and then to promote it. One of the best ways to promote your unique selling proposition is via your website!

Recently, I completed a website audit looking at the website from a users point of view. In my report I pointed out that home pages (in particular) are used to attract a viewer's attention and to draw them further into the website. Generally an organisation's unique selling proposition and/or primary benefit of doing business should be found on the Home page.

You've gone to a certain amount of trouble to get a prospective client to your website be it via handing out your business card, advertising, website promotion (search engine optimisation) or some other means. But what will they find upon arrival at the home page? Will the prospect be able to tell the difference between your business and your nearest competitors? Is their a compelling reason(s) for your prospect to believe - to act upon? If not, then maybe it’s time to review your (web) marketing plan and associated branding message.

The selection of a unique selling proposition is part of your branding and associated understanding of your target market. Stating your unique selling proposition succinctly on the Home page makes it easier for potential clients (prospects) to see what benefits you offer and what differentiates you from your competitors. After all, if a potential client cannot quickly understand why they should choose your services and products over the comptirions they will leave your website in a flash.

Having a clear statement about the benefits of doing business with you is critical to retaining prospect's interest in your website and drawing then further into the website to find more information.

In short, this is all about making the website user friendly. (Buzzwords: website usability.)

PS Maybe your unique selling proposition will contain a keyword phrase that can be used on your website as part of your attempt to reach a top ranking with the search engines.