How the builder works
Each draft uses a different, well-tested structure, filled with your answers:
- Outcome-led: leads with the result the customer wants, then explains what you do and for whom. Good for homepages and service pages.
- Problem-led: starts with the frustration the customer recognises, then offers the way out. Good for landing pages and ads aimed at people who already feel the problem.
- Audience-led: names who it is for first, so the right people immediately know they are in the right place. Good for specialist or niche services.
Every draft has the same parts: a headline (the main promise), a subheading (what you do and for whom) and three supporting points (result, difference and proof).
The clarity check
The builder also looks at your answers and flags common problems: vague words such as “solutions”, “quality” or “innovative”; answers that describe what you do rather than what the customer gets; missing proof; and phrases too long to work as a headline. These are rules of thumb, not a score. A flagged word may be fine in context.
What a good value proposition does
- Passes the five-second test. Someone landing on the page should be able to say what you offer, who it is for and why it is worth their time.
- Uses the customer’s words. “Stop chasing late invoices” lands better than “accounts receivable optimisation”.
- Is specific enough to be believed. Numbers, timeframes and concrete details beat adjectives.
- Is different from the alternatives. If a competitor could put your headline on their site unchanged, it is not doing enough work.
Turning a draft into the final version
- Pick the draft that feels closest, even if none is right yet.
- Replace any internal language with phrases from customer reviews, emails or sales calls. Our guide to voice of customer research shows where to find them.
- Cut the headline until every word earns its place. Then run it through the Headline Analyzer.
- Make sure the page below the headline delivers on the promise with detail and proof.
- Test it with someone who does not know your business. Ask them to explain back what you do.
Common mistakes
- Leading with the company (“We are a leading provider of…”) instead of the customer.
- Trying to say everything. One clear promise beats five vague ones.
- Claims nobody can check, such as “best in the industry”.
- A clever headline that needs explaining. Clear beats clever on a website.