Conversion
Value proposition
A value proposition is the statement of what a company does, for whom, and why it is a better choice than the alternatives. On a website it usually occupies the hero headline and the sentence beneath it.
A usable value proposition answers three questions in the order a stranger asks them: what is this, is it for me, and why this one. Most website headlines answer none of them, because they were written to sound impressive rather than to inform. "Transforming businesses through innovation" fails all three; "Websites that turn attention into enquiries, for B2B and property companies" answers the first two and sets up the third.
The comparison is the part people skip. A value proposition has to be true against the alternatives the buyer is actually weighing, which usually includes doing nothing. If a competitor could put your headline on their site without lying, it is a description, not a proposition.
It is also a claim the rest of the page has to support. The sections below the hero exist to prove the proposition with evidence, process or examples. When they cannot, the honest fix is a smaller claim rather than a louder one.
Have your value proposition reviewedConversion