Is your landing page value proposition clear and conveyed upfront? (Remember, homepage is also a landing page.)
With countless competitors presenting the same product or service you’re offering, your value proposition should tell potential buyers why they should choose you (and your services/products) over everyone else.
The sooner, the better.
Above all, your landing page value proposition should answer three important questions:
- How can your product or service solve or improve my problems?
- Why should I buy from you over your competitors?
- What benefits can I expect?
Categorized into six topics, the article shows 17 great examples of landing page value proposition that do the following:
- Provide a solution to a problem
- Show why customers should choose you over your competitors
- Show what benefits customers can expect (above the fold)
- Create credibility, trust, and liking
- Give power in numbers
- Make it about your audience
I’ll include here one for each category, along with the descriptions. If you want all 17, follow the link at the bottom.
Provide a Solution to a Problem
Bliss clearly address the issue of paying a large sum of money upfront for a flight and provides a solution for its traveling audience.
“Fly now, pay later” is a clear and concise headline that offers a financial alternative to traveling as its value proposition.
If that isn’t clear enough, the subheader describes further in details, “Bliss lets you book flights instantly and pay for them over time.”
Show Why Customers Should Choose You Over Competitors
We all know that when it comes to search engines, Google is the unstoppable giant that can’t be slain.
So, how do you go up against a giant like that?
DuckDuckGo may be the small duckling in the pond, but it sure knows how to differentiate itself from the rest.
Unlike most search engines, DuckDuckGo capitalizes on its privacy feature as value proposition and promises three things to their potential users:
- We don’t store your personal info.
- We don’t follow you around with ads.
- We don’t track you, ever.
In fact, their subtle headline states “The search engine that doesn’t track you.”
Notice how they don’t focus on features outside of their main value proposition?
Show What Benefits Customers Can Expect (Above the Fold)
Timely communicates ease and convenience by conveying their value proposition in a 1-2-3 step format above the fold.
By laying out the benefits into sequential points, Timely makes it easy for visitors to process necessary information in an efficient manner:
- Focus on your work just like before.
- Timely works in the background.
- Click, confirm – your timesheet is done.
It’s really that simple.
Create Credibility, Trust, & Liking
WordPress does this effectively with the headline of their landing page.
Not only do they claim that they’re a “platform millions trust”, but they also back it up by including social proof above the fold. Starting with “Trusted by 2,800,000 websites…”, WordPress displays some top credible clients that use the platform, including Spotify, CNN, and Time Magazine.
Power in Numbers
MoviePass claims that anyone can watch any movie at any theater any day for only $9.95 per month.
The more specific the number is, the better.
Displaying the cost of $9.95 per month not only addresses the issue of increasing ticket costs for moviegoers but also provides a much cheaper solution to the problem.
Remember when movie tickets cost $6.50?!
If your business can benefit from showing pricing, time, or stats upfront, take a page out of MoviePass’ book and display power in numbers as your value proposition.
Make It About Your Audience
Zelle turns the table to the audience by speaking in second person.
With a side of humor, Zelle allows the audience to be the main character in their landing page value proposition.
Their copywriting is relatable, inviting, and most of all, about YOU.
Creating credibility, trust, and liking, incorporating numbers such as pricing or time, and making it about your visitors are all effective ways to improve your landing page value proposition.
First, you need to have value, to be able to propose it. A great value proposition will not save a shitty product. There’s no value to start with.
But I believe (I know!) yours is fabulous. That’s why everything above will be helpful for you.
PS. My value proposition? A daily piece of knowledge, to increase your revenue.
PPS. And maybe also some added fun from time to time 😊