How To Develop Your USP And Get It Across On Your Website

how to develop usp unique selling proposition business website

What Exactly is a USP? A USP, otherwise referred to as a unique selling proposition or unique selling point, is a differentiating factor of a product or service provided by one business over another business. For example, it - the USP - could be the highest quality, lowest cost, or a completely unique product/ service. So, a USP may be considered as being something that you have but your competitors do not. This is essential for every company, whether you sell software, labels, or Pounds of Plastic.

For a USP to be successful, there has to be a clear benefit to the consumer, and it has to be compelling enough that customers are attracted to it - more attracted to your USP than to others. 

Do keep in mind that a business USP is not the same as a mission statement. It’s not about the business’s goals. Instead, the USP focuses on what distinguishes you from your clients. 

Why Is A USP Required? 

A USP can, and should, be extremely beneficial. However, particularly for web purposes, the act of creating the USP - the thought process and the actions involved in creating it - is also very meaningful. The USP’s most obvious benefit is it provides your business, and your website - your brand - with an identity so that you stand out among your competition. 

Your USP will relate to clients why it is that they should hire you or buy from you and not someone else. 

Further, a USP helps your clients, your peers, and the business community to remember not only your reputation but also your brand. 

How To Create A USP For Your Website?

A USP that stands out among a sea of USPs is one that comes with a message which is succinct, specific, related to your unique business, and is memorable. Your company website needs to clearly explain your unique selling proposition like does for their technology services offering to non-profit businesses. 

For some businesses, idea generation for a USP is a relatively painless and easy experience. For others, it’s nothing short of a major struggle. If you fall more into the latter category, you can start to generate possible USPs by providing answers to the following questions: 

1. What About You And Your Business Qualifies You To Help Your Customers? 

You may have some unusual skills or experiences. What is it about your education, your hobbies, your previous career, your individual talents that could help you to attract new customers? 

2. What Is It That You Offer Customers That Others Do Not? 

Having the ability to provide a service (or product) to a distinct sector is a strong selling point. 

What is it that you provide in terms of your services or your products that your competitors do not? 

To find out, check out some of your competitors’ websites. Think of yourself as your competitors’ ideal client. What is it that you would want to see on that website? What do you feel is missing? What would you do differently? What is it that your future clients will like more about you than your competitors? 

3. What Is It About Your Business That Is Differentiated From Your Competitors? 

To become your customers’ first choice, you need to stand out. If you’re unable to provide your customers with a completely unique service/ product, which is quite unlikely, you can distinguish your business and what you do differently by coming up with something that is unique and incorporating this within your USP. 

Whatever that ‘unique something’ is, there must be value from it, or at least a perceived value. A certain value over and above that of your competitors. This way, you’ll gain an edge over your competition. 

Keyword Research 

Another way to develop a unique selling proposition or point is to do keyword research. 

What does that mean - how does keyword research relate to developing a USP? 

If you carry out keyword research, you can, relatively quickly, establish what it is that your potential customers are searching for. You can learn about the sorts of questions that your potential customers are asking. Once you have this information to hand, you can create finely ‘tuned” copy, and finely ‘tune’ your website in such a way that your website presents a very powerful message, in itself a strong USP. 

All of these tactics will increase business sales.


In some way or another, every business is quite unique. Discovering and then defining your business’s uniqueness should be demonstrated in your USP. 

Once your USP is defined and then created (using keyword research to help), you can then begin to incorporate it into your marketing efforts, although you will need to be using a good website design agency in order to ensure this. 

When you deliver a uniform and SEO-optimised USP from your website, and via other marketing channels, you will solidify your message with your target audience. In turn, this allows you to differentiate yourself and your business from your competition.

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