Make a Stronger Offer (and Convince More Customers)

The following is a sponsored post by Commune Media.

So why should I buy from your website?

If you're having a tough time answering, you're not alone.

Studies show that most internet marketers don't provide a clear value proposition.

Which is a shame, since prospects are more likely to buy if you provide a concise, highly visible value proposition that clearly explains how your offering benefits them.

Of course, finding a value proposition that increases conversions is no easy task. But here's a quick four-step process to get you started.

Identify Your Value Proposition

To start, reflect on what's unique about your company and its products and services.

Better yet, do it from the customer's perspective. What unique benefit do you offer them?

Be sure to differentiate your offer by highlighting areas where you excel.

And try to own a clear position. If your value proposition can apply equally to any of your competitors, you might as well just advertise them.

Express Your Value Proposition Succinctly

Once you've identified your value proposition, express it in a concise, credible sentence.

Aim to convey your unique qualities in about 10 words or less.

If you can't, there's a good chance it won't be clear to anyone—including you.

Support Your Value Proposition With Optimized Content

Having a powerful value proposition isn't enough.

You must  communicate it effectively to achieve optimal results.

So optimize your content to make every element either state or reinforce your value proposition:

• Include testimonials from your target audience that demonstrate how your offering goes above and beyond customer expectations.
• Bold and italicize words that communicate your value to make them stand out.
• Write descriptive subheads to help prospects find the exact information they need.

Test to Find Top-Performing Propositions

Once you have a value proposition, never assume you can't improve it.

To test its performance cheaply, use search engine marketing:

1. Create several ads using variations of your value proposition.
2. Measure click-throughs for each ad.
3. Optimize your proposition accordingly.

With a clear, succinct, tested proposition, you'll have a more convincing answer the next time someone asks—and every time someone visits your site.

Want more tips for crafting effective online messages? Learn how to write compelling copy with our free 25-page e-book, Breakthrough Web Writing.