Getting one object to stick to another has always been about surface area, and surface tension. It wasn’t something I realised until comparing types of joints with a carpenter, but the lesson didn’t take much to stay in my mind, once I realised how it was applicable to so many other fields.
What does this have to do with value propositions? Many things.
The value proposition is a clean, concise statement of the value a buyer stands to gain when they do business with you. They provide reassurance and a reason for the buyer to convert to a lead. Given that they're an important part of the conversion process, we're going to take a look at why you need one on every page of your website.
The Purpose Of The Value Proposition
Firstly, we’ll just review what a value proposition is and what it does really quickly.
The value proposition is a concise statement of the value a buyer stands to gain from you, expressed in their terms. It helps the buyer understand what you offer, and how it’s going to be immediately useful to them, thereby cutting down on the amount of time and effort you have to spend convincing the buyer that they really do need what you have on offer.
Because the buyer is given a tangible statement of what it is they can gain, they've also been given a good reason to convert to a customer. Since we want to encourage a higher conversion rate, placing the value proposition on as many pages as possible will help give the support that a website visitor needs when considering a purchase.
It’s Primarily About Surface Area
The reason for placing a value proposition on every page of your website is the same as the reason for placing one or multiple calls to action on every page of your website. In the case of calls to action, you want to provide as many opportunities as possible for lead conversion. You’re effectively looking to increase the surface area of your website - providing more space, more opportunities and more reasons for a visitor to your website to be convinced that they should stick around.
When you place a well-crafted value proposition on each page of your website, you’ll be using every opportunity you get to convince the buyer further of the value you offer. It significantly raises the odds of a conversion, both for the user who’s navigated all over your website and for the visitor who’s just stumbled upon your content, for reasons you might not immediately consider.
Not Every Visitor Is Going To Start At Your Homepage
If you’ve developed a value proposition for your business, where on your website would you naturally be moved to stick it? Probably the homepage. After all, that’s where a website visitor can go to learn the basics of who you are and what you do, right?
Thing is, if a website visitor is finding your website on organic search, they’re unlikely to be directed to your homepage first. If you’re a content marketer, and they’re searching for an answer that your content provides, Google is going to send them straight to that content. This is not a bad thing - your content is designed to make your website easier to find on search engines, and to build up a bond of trust with your website visitors.
If your homepage is the only page with your value proposition on it, and your content is what actually pulls the traffic, then there's a lot of website viewers who'll be missing out on understanding what you offer them. In addition to the content and the call to action, you need to provide a reason for conversion, not just the nudge. Placing your value proposition on each page that your viewers are likely to see will continue to support your business in offering the greateest value to the customer.
If you want the readers of your blog to also be investing in the business you run, you’ll need to provide them with reasons to get on board. The value proposition provides that reason, and it’s not something you want to embed only into one page on your website.
Use your value propositions to help give readers a reason to convert - the proposition won't have to be exactly the same phrase - in fact, if your business caters for very different needs, you'll want different kinds of value propositions, each tailored to the different products or services that you offer.
Because search engines show the searcher the most relevant page to answer their question, make sure that page also includes a statement of what you can offer the potential customer. Your home page won’t always be the first page that a web searcher navigates to, so you need to be able to state what can be gained at any and every point on your website.
In short, the more space you can provide for lead conversion, and the more reasons you can provide for that lead conversion to take place, the more likely you are to convert. By increasing the surface area of your conversion space, you raise the odds of people sticking around with you, yielding better and more business.