USP Parallel to Web Site Design for Your Business

Good web site design will list the features of your business parallel 
to your USP. Prepare one short paragraph that states your USP - if 
you have trouble expressing it concisely, then write as much as you 
need to - then cut it down until it is the most specific promise you 
could possibly make. Re-work it and keep polishing until it is a 
brief, clear Unique Selling Proposition that any customer can 
immediately grasp and appreciate in a second.  Then integrate your 
USP into every marketing aspect of your business.

Then translate your features into potential customer benefits - just 
keep at it until the statement is down to 2 or 3 concise sentences.

In web site design, try to think like your customer - the 
fundamental need is to observe the business from a customer's 
perspective - to answer the customer's primary questions - what is 
the unique advantage that your product offers to me that your 
competitors don't?  Why should I buy from you? Do you offer me 
something I really want?

List the benefits of buying your product first and then describe 
features later. Then edit the list eliminating anything that is also 
true of your competitors. If a competitor has it, then it's not 
unique.  The reasoning is that a visitor comes to your shop (on or 
off line) to find out if what you do fits what they want. If not they 
are not interested and leave immediately. So you have a very short 
time to tell the visitor how your product  can be of benefit and how 
your product is better than your competitor's offerings.