What a strong UVP includes
- A clear benefit: the result the customer gets.
- A specific audience: who it is for.
- A point of difference: why you, rather than a competitor or doing nothing.
- Proof, where possible: a number, a guarantee or evidence.
Examples of the structure
- “Local SEO for dental clinics: more patients from Google Maps, with monthly reports you can actually read.”
- “Same-day repairs for any smartphone, or the repair is free.”
Where to use it
Put it at the top of your home page and key landing pages, in ads, in your Google Business Profile description and in sales pitches. Test variations, and make sure the rest of the page backs it up.
UVP examples: before and after
| Weak | Stronger |
|---|---|
| We offer high-quality accounting services. | Monthly accounting for online shops: books closed by the 10th, fixed price, no surprises. |
| The best CRM. | A CRM for teams of 2 to 10 that you can set up in an afternoon. |
| Quality repairs. | Phone screen repair in 30 minutes, with a 12-month guarantee. |
How to write a UVP
- Name the customer: who is it for?
- Name the result: what changes for them?
- Name the difference: why you and not someone else?
- Add proof: a number, guarantee or short testimonial.
- Cut it to one or two sentences, and test it on five customers.
UVP mistakes
- Using buzzwords such as “innovative” or “best-in-class”.
- Making claims you cannot prove.
- Describing features instead of results.
- Having different promises on different pages.
UVP FAQs
Is a UVP the same as a slogan?
No. A slogan is a short, catchy line. A UVP is a specific promise. See product positioning and product differentiation.
Where should I show it?
At the top of your home page, in ads and on landing pages. See landing pages and ad copy.