The best value propositions are clear, concise, and simple. Customers should be able to easily deduce what it is you offer, how you will offer it, and the personality behind your brand. When you have an excellent value proposition, you grab the attention of potential customers as soon as they make it to your website.
Your branding should support your value proposition, as should the features on your website. You can use imagery, font, and the general organization of the page, in order to get your point across. Regardless of how you do it, all of the easy questions should be answered before your potential customer ever has to scroll down your landing page.
Acorns
Part of the value proposition for Acorns is in the name of the company, alluding to the common proverb, “from a tiny acorn, a mighty oak grows.” So we have an idea of their approach before we ever visit their website. Then, as soon as you open up the homepage, the entire page before the scroll is green, the color of growth and money. We see a very simple, yet clear proposition:
Invest your spare change.
Anyone can grow wealth.
Get Started.
The “get started,” is a call to action button that makes it very simple to just click and sign up. Which supports the point that saving money is simple. The menu at the top of the page further supports the services that Acorns provides, with options like
Invest Later Spend Earn Grow Pricing
A straightforward menu for a straightforward service. The Invest tab gets you signed up for their services, the Later tab is for retirement savings. The Spend tab is for information about an exclusive Acorns debit card that automatically invests even more of your spare change. The Earn tab sends you to partners that will invest a certain percentage for every dollar you spend with them. The Grow tab takes you to a blog about how to save money. Finally, the pricing tab sends you to information about the pricing of their services.
Lush
Lush is another great example of a very simple, clear value proposition. Their homepage is always tailored to the season, but their value proposition remains consistent. The current homepage before the scroll is a picture of a cosmetics bag, so we immediately know that this is a cosmetics company. Then, the holiday-themed text reads:
The art of gifting
Ethical gifts for everyone on your list
GIFT ETHICALLY
“GIFT ETHICALLY,” is a call to action button, placed under the main text. This is a very compelling value proposition during the holiday season. Lush tells us right away that their cosmetics are ethical, and when you scroll down, there are several categories of gifts that you can click on. It does not take long to get to the bottom of the homepage, where Lush outlines what exactly makes them an ethical cosmetics brand. They fight animal testing, their ingredients are fresh and ethically farmed. Their products are vegetarian, handmade, and come in minimal packaging.
World Wildlife Fund
The World Wildlife Fund’s website is clear and easy to use. Their value proposition is a bit wordier than the others, but they have a good reason for having a lot to say. They are still very clear and straightforward in their statement and make it easy to understand exactly what they do.
YOU CAN TRUST WWF
For nearly 60 years, WWF has worked to protect the diversity of life on Earth and the future of nature. You can feel confident that your gift makes a difference for vulnerable wildlife and nature around the world.
Right away, they reassure you that they can be trusted. Not only do they say so, but they also back it up with the next statement, telling us that they have been protecting the planet for the last 60 years. The gorgeous imagery on the website is dominated by wild animals, but there are some images of their merchandise, too. Then, toward the bottom, they further clarify what they do:
WWF’S MISSION
Our mission is to conserve nature and reduce the most pressing threats to the diversity of life on Earth.
Finally, they make it clear that they focus on the following areas: Food, climate, fresh water, wildlife, forests, and oceans.
✋ Warning
Check these great mission statements to get some ideas for yourself.
Conclusion
Websites change regularly, and a good one will stay relevant to the world, and to the seasons. Regardless of small changes to keep up with the times, and different wording to keep content fresh, the value propositions of these three companies remain consistent and clear.
It is easy to pick up the important parts of each company’s message, and the imagery, fonts, menus, and features of each website, further support the claims that the message makes. When designing your own value proposition, take a look around and see which brands stand out to you. Make note of which features you can incorporate into your website that will give it a boost and get your customers to take notice.
