In this mini web copy review I’m looking at Jade Lilly‘s site…focusing on the homepage.

What I’m focusing on here is the value proposition which is generally in the hero section of your homepage.

Your value proposition is the promise and the benefit that you give your reader

This is called the hero section.

It’s the first image that your reader sees when they land on your site.

And one of the things that I talk to you about a lot is is your value proposition.

Clear, plain, and simple.

It tells your reader a little bit about your brand and the promise your brand delivers to your reader.

So many times, however, hero sections have a beautiful image of your product, with no words.

Ask yourself this…

Will your reader know right away what your product is and what’s in it for them?

In this Jade Lilly example, the value proposition is…

Give your skin what it craves.
Whole plant nutrition
100%, natural, vegan sustainable

This tells me exactly what I’m looking at when I land on this page.

We want to believe that as soon as a reader lands on the page and sees this section, they know what they’re looking at, but they don’t.

Without a clear message, your reader is guessing.

You don’t want your reader guessing. That’s a trigger that can initiate the leaving your site and moving on to someone else’s product.

 

Your value proposition needs to be unique to you

 

Let me make this easy to understand…

If you start searching around for other products in your industry, whether it’s skincare or candles or snack foods, and you come across a website image, what happens is it starts to become generic.

When your reader lands on your page and they don’t see your value proposition it looks like it any other product site correct.

It doesn’t set you apart, it looks generic.

Your value proposition plays a key role in helping your reader set you apart from the masses and that they’re in the right place.

Writing your value prop

 

When it comes to your value proposition, you’ll write a stronger, more engaging message by using VOC (voice-of-customer) data.

Your reader needs to feel that, when they land on your page and read your value proposition, they feel that “oh my god, you know what I’m thinking”, moment.

Using their words, their phrases, their feelings, your customers your ideal customer, your prospect, even your returning customers, lets your reader know they’re in the right place, they know what you offer, they know your promises and they know that your unique value is meant for them.

Sidebar on H1s and H2s

H1 and H2 headings are searchable phrases.

When the search engines crawl a site they pick up on these headings, which get indexed.

This means that not only do your messages need to be clear and concise, adding a keyword or two that you know your audiences uses when they’re searching, will help you rank in search engines.

For example…

If you know that your audience is searching for products with whole plant ingredients, try googling those terms and see what comes up.

Is it the kind of results you were hoping for?

If not, it’s time to tweak.

How are your people actually using the term whole plant nutrition?

(The reason I’m doing this is that I want you to see the importance of your value proposition but using those terms that your audience is using to search.)

When I searched “whole plant nutrition” what came up was greens, superfoods, things like that.

Okay, so not bad. It gives me an idea. But it doesn’t really give me what I want. I want skincare…not whole food products.

Your value proposition needs to be written so when people do an organic search…they can find you.

When I searched whole plant nutrition skin, supplements showed up. It’s getting closer but still doesn’t give me what I need.

When I added the word skincare…

Whole plant nutrition skincare

Products, blogs, and other information on skincare shows up.

Optimizing your value proposition slightly will help you get better results in search, yes, and it will give a clear message of what you offer when people find your brand.

Before:

Give your skin what it craves
Whole plant nutrition
100%, natural, vegan sustainable

After:

Give your skin what it craves
Whole plant nutrition skincare
100% natural, vegan, sustainable ingredients

This makes it clear that the product is skincare made with the kind of ingredients the ideal customer is searching for.

 

The structure and the hierarchy of your page matters

 

What the hell does that mean?

Your web page needs to take your reader (and would-be customer) on a buyer’s journey.

Somebody lands on your page, great.

They see your value proposition, awesome.

Here’s the thing…

95% of the people that land on your page, especially for the first time are not ready to buy.

Why?

Because they don’t know you or your brand well enough to make a buying decision.

Your reader needs more information about you to build that know, like, and trust factor.

They need to see what you have to offer and how your brand is different than the bazillion other brands that tout natural skincare with sustainable ingredients.

They want to know how your offer applies to them.

In the section just below the hero section is where you want to start the conversation, engage your reader, and entice them to read further down the page.

Engage their curiosity, and also help them feel like you understand their struggle or their desire.

Start the conversation that’s already going in their head.

You want them to feel like “Oh my god, you know me.”

Instead of talking about products first, talk about your customer, what they’re feeling what’s going on in their head.

Before:

We believe in ancient beauty rituals, the potent, pure, raw power of plants, the importance of using safe, natural ingredients, and the beauty and benefit of nature’s abundance.

Jade Lilly products are created using only plant and earth ingredients; pure, raw botanical oils and butters, mineral-rich clays, flowers and herbs infused with time-tested benefits, and carefully distilled essential oils and hydrosols.

We curate ingredients that are raw and unprocessed, totally natural, vegan and sustainable.
Each ingredient is imbued with a multitude of rejuvenating essential nutrients.

By harnessing the natural vitamins, minerals, and antioxidants from raw, unrefined sources, we ensure that the benefit to your skin is substantial, transformative and worthy of your use.

READ MORE ABOUT JADE LILLY

If I’m looking for raw, if I’m looking for unprocessed, this is awesome. But letting the customer see themselves in the discussion, changes how they see your brand and how it has a place in their life.

With a little bit of VOC research from your own reviews, you can find valuable issues or pain points that you can speak to.

For example, I found these words in VOC…

• “Tired of products that don’t work”
• “I have terribly oily skin”

That small amount of information helps me understand what a customer’s pain points and desires might be.

So then you can write a section the brings your reader into the conversation, show that you understand what’s going on…before you introduce your product as a solution for them.

Like this…

You’re tired of terribly oily skin and feel like nothing you’ve tried helps. Time afte time and dollar after dollar, those unused products end up in the drawer, gathering dust.

After:

You’re tired of terribly oily skin and feel like nothing you’ve tried helps.

Time after time and dollar after dollar, those unused products end up in the drawer, gathering dust.

We believe in ancient beauty rituals, the potent, pure, raw power of plants, the importance of using safe, natural ingredients, and the beauty and benefit of nature’s abundance.

Jade Lilly products are created using only plant and earth ingredients; pure, raw botanical oils and butters, mineral-rich clays, flowers and herbs infused with time-tested benefits, and carefully distilled essential oils and hydrosols.

We curate ingredients that are raw and unprocessed, totally natural, vegan and sustainable.
Each ingredient is imbued with a multitude of rejuvenating essential nutrients.

By harnessing the natural vitamins, minerals, and antioxidants from raw, unrefined sources, we ensure that the benefit to your skin is substantial, transformative and worthy of your use.

READ MORE ABOUT JADE LILLY

You want to call in your customer, let them know you really understand how they feel.

Look at how those two lines using VOC changed the entire feel of the message.

You’re talking about their pain or frustration and validating how they feel.

Then…you can introduce your products, talk about how they’re created using plant and earth-based ingredients.

Just a little bit of a tweak really brings your audience into that conversation to start with.

Knowing your brand’s unique difference as well as understanding what your customers are feeling and what they are searching for will help you create a value proposition that not only grabs their attention the second they land on your page but will also show them you understand their need and can offer something that will help.

If this info is helpful, I give more in-depth strategies, tips, and ideas regularly to my email list…simply add your name and email to this form below!