Value proposition above the fold: say what you sell and why buy here
A new visitor should learn what the store sells and why to choose it within seconds. See how to write and place a clear value proposition.
2 min read
Area
CRO & UX
Severity
High
Fix effort
Small
Stores failing
10%
Of 90 stores we scanned where this check applies, 10% fail it and 31% pass. See all benchmarks.
A value proposition is the short statement of what you sell and why a shopper should buy it from you. The first screen of the home page should make it clear in seconds, to a visitor who has never heard of the store. This check looks for that clarity.
Why it matters
Visitors from ads and search do not know your story. If the first screen shows only a lifestyle photo and a brand name, they have to guess. Stores that name the product category and one reason to buy, such as free returns or handmade in a place, answer the first question straight away.
What the audit looks at
The audit reads the text and headings in the first screen of the home page and judges whether they state what the store sells and offer a reason to buy.
What usually causes it
- A full-screen image with no text
- A slogan that is clever but does not name the products
- A first screen taken up by a promotion banner
- A slider that rotates and shows the message for only a second
How to fix it
Say what you sell and why to buy it here, in the first screen. The effort is small, usually a setting or a paste and under 30 minutes.
- A visitor should be able to answer "what is this shop and why this one" within five seconds of landing, without scrolling.
- Replace a decorative hero headline with a specific one. "Handmade merino socks, shipped free in 48 hours" beats "Elevate your everyday".
- Support it with the two or three reasons that actually differentiate you, not a generic trust-badge row.
How to check it yourself
- Show the home page to someone unfamiliar for five seconds, then ask what the store sells.
- Check the first screen on a phone, where less text fits.
- Look at the headline and ask whether a competitor could say the same.
Frequently asked questions
Should the value proposition be a slogan?
It should be a plain statement. Clever lines are fine as long as a product word appears with them.
Where should it go?
In the hero area of the home page and again in the page title of landing pages.
Related checks
Check your own store
See whether your store passes this check
Paste your store URL. The audit loads your pages in a real browser and shows the result for this check with the evidence behind it.