Your future buyers need to understand how you can help them.
Donald Miller, author of Building a StoryBrand, calls this the grunt test. He tells businesses to make it very simple and clear so that their audiences don’t have to work too hard to comprehend.
Even if you sell something complex, it is your job to make it easily comprehensible.
But let’s be honest, this is not easy to do. So often, we want to cram in more information, more features, more copy. As you’ll see below, however, less is often more.
A skillfully written value proposition is straightforward, easy to digest, and memorable. Below, we’ll walk you through some examples to inspire your own.
What is a value proposition?
Simply put, a value proposition is essentially a written promise of what your business will deliver. It introduces your audience and sets a clear understanding of what you do, who you do it for, and how you do it differently.
A great value proposition should:
Be easy to understand
Communicate specific results that the customer will get
Explain how you’re different
So, how do you create one?
How to write a value proposition
As you begin to think about your own value prop, start by answering a few core questions.
Who is your audience?
What difficulty do you solve for them?
What do you do to solve it?
How does your product or service do it differently from other options?
To the extent you can, fight the temptation to break your business down into different product lines or services. Try to think about the big picture — your business as a whole.
To write your value proposition, start by aiming to answer all of these questions in a single sentence. It may be a long sentence, but that’s OK.
Once you have that, this is where keen marketing and copywriting skills come into play — but you can also use AI to assist you. Start refining to get to a headline that hits the right balance of clarity and emotional resonance needed to reach your audience.
If you have trouble fitting everything into a short headline, don’t worry! A value proposition is often aided by a subheader, a call-to-action, or even visuals like a video or images.
But try your best to be concise.
As you’re working on your own, it helps to see examples from others who have done it well. With that in mind, here are 20 effective value proposition examples to inspire you. These come from a variety of businesses, from small to large, B2B and B2C, and both service- and product-focused.
1. MailChimp: Email marketing platform
Although MailChimp offers a variety of marketing services, the value prop on their homepage keeps it really clear: They can help you turn emails into revenue.
In the subheader, the copy offers some social proof (“#1 email and marketing automations brand”) while still keeping things very brief and straightforward.
2. Bill Ragan Roofing: Local roof repair
Next up, we have Tennessee-based Bill Ragan Roofing.
This value proposition’s authenticity will strike you as soon as you land on their homepage.
“Repairing or replacing your roof isn’t fun, we want to make it a better experience for you.” The value prop simple and human — and gets right to the pain of their customers. Unlike other home renovation projects, roofing is more of a chore than a delight. (After all, when was the last time you heard a friend gush about her new roof?)
Here, the value is clearly stated: Let your problem become our problem. It’s simple and clear.
NOTE: Bill Ragan is an IMPACT client. You can learn more about their success here: Bill Ragan Roofing doubled their revenue after hiring a content manager
3. Lyft: Ride-sharing platform
Lyft’s website has to pull double duty: attracting both drivers and riders. This page is aimed at the latter.
What does Lyft offer you? A quick transportation solution that suits your busy life. Got to get to work? A lunch? A night out? Whatever your needs, Lyft can get you there.
The language here reinforces ease and speed: quickest, nearest, ASAP, in seconds. If you’re on the go, Lyft is your choice.
4. Parsely: Data analytics
Anyone who’s ever worked in digital marketing knows that there’s more data than you know what to do with. Parsely speaks right to that pain in the headline, which is immediately enticing.
The message here is twofold, and it shows the Parsely team really understands its audience. First, we can help you make sense of mountains of data. And second, we can help you prove your value to your company.
5. Mizzen and Main: Clothing company
In this example, the cotton dress shirt company clearly knows its audience — people who want dress shirts that look like a nice, formal dress shirt, but are built to be comfortable through an entire workday.
Mizzen and Main captures this value powerfully in just a few words, then uses an image to drive home the pain points it solves.
6. Pagely: Managed WordPress services
In this value proposition, Pagely is simple but strong in answering what it does: It provides WordPress hosting solutions. (By evoking trust, Pagely could be casting aspersions on others in the industry that might use untrustworthy practices.)
It then uses a subheader to add extra detail and indirect social proof.
7. Bitly: Link shortener and analytics tool
Known for its link shortening, Bitly is all about removing clutter and being concise, so it’s only natural that the company’s value proposition reflects these traits as well.
In this simple value proposition, Bitly summarizes what it actually does (creates short links) and what it leads to (big results). Simple, direct, and effective.
8. Neumann Monson: Architects
This architecture firm offers world-class design with rural, midwestern practicality. Its value prop makes it clear: The spaces we live in matter. When we focus on sustainability and community we all benefit.
Like any good StoryBrand design, Neumann Monson knows that the customer is the hero of the story. The focus here is on the client, not on the awards and accolades the firm has won.
9. Vimeo: Video software
Video is everywhere: YouTube, social media, your website, sales emails. Video builds trust and breaks down barriers.
Vimeo plays up video’s importance by offering “everything you need to make, manage, and share brilliant videos.”
Appropriately, Vimeo’s own homepage is full of videos, reminding visitors of how powerful this medium is.
10. FreshBooks: Small-business accounting software
In their value proposition, Freshbooks does a great job of telling you exactly what they do and whom it is for, directly calling out their personas (business owners).
In its subheader, FreshBooks then makes it clear that they understand where your focus and attention as a business owner should be, and it’s not worrying about balancing your books.
11. DuckDuckGo: Privacy-focused web browsing
Though a bit smaller than others on our list, DuckDuckGo has one of the most effective value propositions on our list because it uses a question directed at the visitor.
“Tired of being tracked online?” If the answer is yes, they’re here to help you. Unlike bigger search engines, DuckDuckGo makes privacy a top priority, and as its key differentiator, it wants you to know that as soon as you arrive on its site.
12. Mint: Personal finance management
Here, Mint keeps it simple: a clear headline and some social proof — both with a testamonial and a reminder that Mint is the #1 personal finance app.
The page uses an on-brand green to guide your eye to keywords describing its purpose. It then uses the same color for the CTA you need to click to get the value described. This is a small but effective detail that many brands overlook.
13. Tortuga: Travel accessories
Many people may associate backpacks with school kids, but in this former proposition, Tortuga makes it clear that that was not its market.
Making travel backpacks for international, urban travel, the brand targets hardcore travelers annoyed at the thought of being weighed down by heavy luggage and having it impede on their adventures. If you don’t want to be the tourist rolling a suitcase through Rome, this is your brand.
Its imagery and messaging resonate perfectly with this audience and give a deeper look at the product and what makes it unique.
14. Custom Built Design & Remodeling: Home services
This local business says it all in a headline: Transform the place you live into a home you love. You can scroll down to see testimonials, galleries, and more information, but that first sentence sticks with you the whole time. If you need a partner to help turn your house into. a home, Custom Built might be it.
15. C3.AI: Enterprise AI solutions
AI is on everyone’s mind, but business leaders are wary of plagiarism, data leaks, and hallucinations.
C3.AI goes right after those fears in its value prop, promising an ever-improving turnkey solution. Large businesses with complex needs can reap the benefits and avoid the hassles.
16. HelloFresh: Meal prep service
HelloFresh’s direct-to-door service sends you yummy recipes and fresh, pre-portioned ingredients so that you can try new foods and hone your cooking skills without all the busy work.
In this simple but effective value proposition, HelloFresh speaks directly to why its ideal customers buy from them — because they want to change the way they eat. We understand that this service is customizable based on diet, budget, and family size. The beautiful images of fresh food add to the overall appeal.
17. Invision: Design collaboration
Invision is dedicated to streamlining the design process by making it easier for people to share, view, and collaborate on design mockups and prototypes.
The result? Better design, done faster, and done as a team, as explained in its value proposition.
18. Reclaim.ai: AI scheduling tool
Reclaim links right to your calendar to help you schedule smartly. The AI assistant finds times when everyone is free, schedules decompression time after meetings, and keeps your day from getting too hectic.
A simple value prop explains the all-too-common challenges — and how the software can solve them.
19. HubSpot: Business automation
In this headline, HubSpot highlights its value proposition: to help you grow better.
The company offers “software that’s powerful not overpowering.” This opening line strikes the right balance. HubSpot can do amazing things for your business, but it’s not going to overwhelm your team. In fact, it “grows with your business.”
20. Dental Claim Support: Medical software
Medical offices have complex billing needs that take up time otherwise devoted to patients. Dental Claim Support clearly knows its audience, as its value prop promises to give time back to dentists and specialists so they can do what they do best.
The language here suggests a trusted partnership that will create a profitable practice without overtaxing its staff.
Sharing your value with the world
Now it’s your turn! What language will resonate with your audience so they can quickly understand what you do and how you can help them.
Remember, it’s important to make them the hero. So focus your messaging on them and their needs, not you and your greatness.
If you need help, reach out to us at IMPACT. We built several of the sites in this list and can help you craft your messaging, build trust with your audience, and provide the online experience your customers are looking for.