Customer Centric Web Site Design Uses the USP

Good web site design incorporates the USP to answer the question - 
"What's in it for the customer" - the customer only cares about the 
benefits resulting from buying your product rather than your 
competitors. They don't care about you or your business. It's up to 
you to give the customer a compelling reason to buy from you.  You 
need a crisp, powerful statement that answers your customers' 
implicit questions and engages their imagination and emotion. 

Your USP has to be a strong, concise summary of your product that 
tells your customer why you are the best alternative for them. The 
purpose of the web site design is definitely to move product. It is 
brief - two or three sentences at most - but it isn't an advertising 
slogan. 
 
The USP is all about the customer not at all about you or your 
business - don't tell them what you can do - tell them what you can 
do for them. So ask yourself what is so unique about you and your 
product? What is it that you do that nobody else can do? Sit down and 
work it out - it is a very valuable exercise. 

Advertising should grab attention by repeating one single message over 
and over, but superlatives like the best, fastest and so on won't be 
accepted by customers because they will see this as hype!