c2

Up-front value proposition at a glance

Site Genre: Pattern Group c

magnify image Figure C2.1 Epicurious’s value proposition for people who love to eat is reinforced by the images, navigation, and text on its homepage.

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The HOMEPAGE PORTAL (C1) must communicate the purpose of the site immediately and clearly. This pattern describes how to come up with that message.

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PROBLEM

On many Web sites, people often cannot tell upon arrival what the company or site offers.

buy the book to find out more

SOLUTION

magnify image Figure C2.4 A customer’s positive impression starts with a clear value proposition in the form of a persuasive and unique promise. By fulfilling the promise through a valuable Web site and trustworthy business practices, you can continue to build customer loyalty and a strong reputation through word of mouth.

Your value proposition is a site advertisement that must persuasively articulate your company’s uniqueness. Use team brainstorming to develop ideas, and refine the best ideas into a list of the top ten candidates. To determine the best value proposition, ask your customers to rate each promise on importance and uniqueness. Place the value proposition next to your logo on the homepage for quick scanning and maximum exposure.

Other Patterns to Consider

Integrate your value proposition with your SITE BRANDING (E1), making it a CLEAR FIRST READ (I3).

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