The importance of a concise value proposition

Time is precious and attention is in high demand. As a business, you should always start with the 'elevator pitch'; what you are solving and for whom.

Published February 2024

Waste no time

We live in a world where attention is in high demand. Media, content creators, businesses - everybody is trying to get the attention of potential customers or consumers. 

In the context of a web sales page, you don't have much time to persuade a visitor to scroll down and take action. This requires a careful approach for the entire page structure, but first...

It is essential to make a concise value proposition upfront.

Making your proposition

Every product and service exists to solve a problem for a specific demographic. 

Before you can hope to convince a visitor to give you their attention, you must be upfront about this and achieve resonance. Here are some good examples of a concise value proposition:

"Dropbox keeps your files safe, synced, and easy to share, simplifying your work and life in the cloud with just a few clicks."

"Evernote turns your device into an extension of your brain, allowing you to capture, organize, and find your information effortlessly across all platforms."

"Headspace offers a sanctuary of calm and clarity, delivering personalized meditation sessions to reduce stress and improve focus in just 10 minutes a day."

Resonate first, elaborate later

A lead will only scroll down if your value proposition resonates with them immediately.

If you succeed at doing that upfront, you can then use the rest of the page to deliver more information. This does not mean that you can stop being concise. 

The rest of your page should answer the following customer questions with as little writing as possible:

1. What are the benefits?
2. How does it apply to me?
3. How does it work (simple process)?
4. Are you credible? 
5. How much does it cost (if applicable)?
6. How do I get started?

Read More: The Essence of a Successful Online Sales Page

Everything else is secondary

Some leads want to see details before they take action, but most don't care.

For this minority group, you can link to secondary pages and articles in the footer of your website after the final (and most prominent) 'call to action'.

Cater to the majority and attention restraints by keeping the finer details outside your value proposition.