Web Site Design translates USP into Products Benefits

Web site design translates your USP benefits that your customer will 
obtain from buying your products. Then look at the web site design of 
your top competitors and note the differences between their products 
or services and yours. Gather together a couple of people who know 
something about your business and put yourselves in the shoes of the 
customers. Look at the things others might say about the products - 
don't holdback or censor ideas - make a long list. 

Most people don't spend enough time on this basic and essential issue 
because they are in such a hurry to get their site out there. Ideally 
doing the thinking to form your USP should happen in the early 
planning stages of the project. How much thought have you given to 
what's unique about your product - it's differentiating factors - 
it's competitive edge?  To successfully market your business you need 
to focus on what's special and different about your product. The best 
way to communicate this is to express the uniqueness in a single 
statement. If you can't concisely describe the uniqueness of your 
idea then you may not have the basis for a successful business.