Value proposition

Main Hero

Definition

A clear statement of the main benefit, the target user, and why it is preferable.

Advanced

A one-sentence promise backed by proof that aligns product, marketing, and sales. Specific, testable, and used to anchor calls to action and landing pages.

Why it matters

Focuses on creative and budgets on what customers value.

Use cases

  • Homepage hero
  • Paid ads
  • Sales decks

Metrics

  • Landing page conversion rate
  • Ad click-through rate
  • Demo request rate

Issues

  • Feature lists that ignore outcomes
  • Claims without evidence

Example

Same-day website changes for clinics with a 99.9% uptime commitment.