Value Proposition Framework: Make Visitors Care in 5 Seconds

Your landing page says "Innovative cloud-based solutions for modern businesses."

Nobody knows what you do. Nobody cares.

Here's how to fix your value proposition.

What is a Value Proposition?

The answer to: "Why should I care about your product?"

In 5 seconds or less.

Bad value prop: "Leading provider of enterprise-grade digital transformation solutions"

Good value prop: "Cut support tickets by 50% with AI-powered self-service docs"

One is jargon. One is a clear benefit.

The Value Proposition Framework

3 components:

1. What you do - The product/service
2. Who it's for - The target customer
3. Why it matters - The unique benefit

Formula: "We help [Target Customer] achieve [Desired Outcome] through [Unique Approach]"

Example: "We help SaaS founders find conversion issues on their landing pages through AI-powered roasting"

Clear. Specific. Compelling.

Component 1: What You Do

Be specific. Not vague.

Vague (Bad)

• "Digital solutions"
• "Business optimization"
• "Cloud platform"

Could be anything. Means nothing.

Specific (Good)

• "Landing page roasting tool"
• "AI code review"
• "Customer support chatbot"

Immediately clear what it is.

The Clarity Test

Can a 10-year-old understand what you do from your headline?

If no, simplify.

Component 2: Who It's For

Narrow is better than broad.

Too Broad (Bad)

• "For businesses"
• "For everyone"
• "For professionals"

Nobody feels it's for them.

Specific (Good)

• "For SaaS founders"
• "For e-commerce stores"
• "For B2B marketers"

Target audience sees themselves.

Niche Down

"For developers" → Too broad "For React developers" → Better "For React developers building SaaS apps" → Best

The narrower, the stronger the connection.

Component 3: Why It Matters

The benefit. Not the feature.

Feature-Focused (Bad)

• "Uses GPT-4 and Claude"
• "6 different AI models"
• "Advanced algorithms"

Cool. So what?

Benefit-Focused (Good)

• "Get expert feedback in 2 minutes instead of 2 weeks"
• "See your page from 6 different expert perspectives"
• "Find the 3 things killing your conversions"

Shows the outcome, not the tech.

The "So What?" Test

State your value prop. Add "So what?" after it.

"We use AI" → So what? → "You get instant feedback" "6 personas" → So what? → "6 expert opinions in one roast" "Cloud-based" → So what? → "Access from anywhere, no install"

Keep asking until you hit the real benefit.

Value Prop Formulas That Work

Formula 1: Problem → Solution

"[Problem] is costing you [Loss]. [Product] helps you [Outcome]."

Example: "Slow landing pages cost you 7% in conversions. PageRekt finds performance issues in 2 minutes."

Formula 2: Before → After

"Stop [Pain Point]. Start [Desired State]."

Example: "Stop guessing what's broken. Start fixing what actually matters."

Formula 3: Outcome + Timeframe

"[Achieve Goal] in [Timeframe]"

Example: "Find your conversion issues in 2 minutes"

Formula 4: Unique Mechanism

"[Outcome] through [Unique Approach]"

Example: "Get expert feedback through AI bear personas"

Formula 5: Contrast

"[Old Way] vs [New Way]"

Example: "Generic AI feedback vs 6 expert perspectives tailored to your page"

Pick one. Test it.

Testing Your Value Proposition

The 5-Second Test

Show someone your landing page for 5 seconds.

Ask:

1. What does this product do?
2. Who is it for?
3. Why would you use it?

If they can't answer all three, your value prop is unclear.

The Competitor Test

Compare your value prop to competitors.

If you could swap logos and it still makes sense, your value prop is too generic.

"Best-in-class solutions" → Could be anyone "AI roasting by 6 bear personas" → Only PageRekt

The Clarity Test

Read your value prop to someone unfamiliar with your product.

Can they repeat it back in their own words?

If no, it's too complex.

Common Value Prop Mistakes

Mistake 1: Jargon Overload

"Synergistic cloud-enabled enterprise digital transformation platform"

Translation: Nobody knows what you do.

Fix: Use simple words. 5th-grade reading level.

Mistake 2: Feature Dumping

"Built with React, TypeScript, AI, ML, blockchain, and quantum computing"

Nobody cares about your tech stack.

Fix: Focus on outcomes, not features.

Mistake 3: Being Everything to Everyone

"For businesses, individuals, agencies, enterprises, and nonprofits"

When you target everyone, you connect with no one.

Fix: Pick one primary audience.

Mistake 4: No Differentiation

"The best project management tool"

Every competitor says the same thing.

Fix: Show what makes you different.

Mistake 5: Vague Benefits

"Improve your business performance"

Improve how? By how much? In what timeframe?

Fix: Be specific. Numbers and timeframes build credibility.

Value Prop Hierarchy

Your landing page needs multiple levels.

Level 1: Headline (5 words)

Super clear. Immediate understanding.

"Landing Page Roasting by AI Bears"

Level 2: Subheadline (15 words)

Add context and benefit.

"Get brutally honest feedback from 6 expert perspectives in 2 minutes. See exactly what's broken."

Level 3: Supporting Copy (50 words)

Explain the mechanism and proof.

"PageRekt uses 6 AI personas—CEO, Designer, UX, Developer, Marketer, Copywriter—to analyze your landing page. Each persona scores you on different metrics and tells you exactly what to fix. Free to try, no signup required."

Each level reinforces the message.

Positioning vs Value Proposition

Related but different.

Positioning

How you fit in the market.

"The landing page roast tool for indie hackers who want brutal honesty, not corporate BS"

Value Proposition

What you deliver to customers.

"Find conversion issues in 2 minutes with 6 AI expert perspectives"

Positioning is category. Value prop is benefit.

Unique Selling Proposition (USP)

What makes you different?

Finding Your USP

Ask:

1. What do you do that competitors don't?
2. What do you do better than anyone else?
3. What's your unique approach?

PageRekt's USP: "6 AI bear personas with distinct personalities and expertise"

Competitors do AI feedback. None do it with 6 personas and voice narration.

Weak USP Examples

• "Better customer service"
• "Faster delivery"
• "More features"

Everyone claims this.

Strong USP Examples

• "Only tool that roasts from 6 expert perspectives"
• "Only platform with voice-narrated feedback"
• "Only service with 2-minute turnaround"

Specific. Verifiable. Unique.

Evolving Your Value Prop

Your first value prop will suck. That's okay.

How to Improve

Step 1: Launch with your best guess

Step 2: Talk to customers who converted Ask: "What convinced you to try this?"

Step 3: Use their words in your value prop They'll tell you what resonated.

Step 4: A/B test variations "Get feedback faster" vs "Find conversion issues"

Step 5: Refine based on data What messaging drives highest conversion?

Never stop testing.

The Reality

Your value proposition is the foundation of your landing page.

Get it wrong, nothing else matters. Your design, your features, your pricing—all irrelevant if visitors don't understand why they should care.

Get it right, conversions follow.

Want to know if your value proposition is clear? Get roasted by PageRekt. Our CEO Bear and Copywriter Bear will analyze your messaging and tell you exactly where it's confusing.

Try it free, or get the full Deep Dive roast for $26.99 (one-time) or $29.99/month unlimited.