When I started my business career, I worked in customer service for a company called Eleva. Try to pronounce that. Is it uh-leev-uh, ell-uh-vuh, hell-if-I-know? My bet is that however you try to pronounce it, you’re probably wrong.
The correct pronunciation is ell-of-ay (L of A).
As I started my job there, I remember thinking, “This is the most ridiculous name for a company I’ve ever heard, but at least I’m getting a decent paycheck.”
After I found out the reason it was called Eleva, I was even more enamored by its stupidity. Eleva was shortened from “elevate,” to raise yourself up. It was an MLM—a multi-level marketing company. The company failed because they were only trying to raise themselves up.
Eleva’s business model was to sell their customers items at closeout prices to then resell. They offered downline commissions like any MLM would. If you wanted to buy a product, you’d have to buy in bulk and assume all the risk of reselling wherever you could.
I laughed when I was laid off because I felt like I was the only one that saw it coming. A name like Eleva might sound aspirational to some, but it didn’t tell customers anything about what the company actually offered. It was a vague promise, not a USP as management tried to convince us.
Eleva’s failure wasn’t just a bad name—it was a lack of a true unique selling proposition (USP). But too many businesses think a catchy name or a recycled idea is enough. I’ve seen it repeatedly—clients pitch “game-changing” ideas that are just their competitors’ offerings with a new label. Your USP needs to be sharp, specific, and authentic, and your website must amplify it clearly. Let’s explore how to define a USP that resonates and powers your web presence.
The Facebook Fantasy: Different Doesn’t Mean Unique
Years ago, a prospective client came to me with a “great idea” for a new website.
“It’s going to be a social media site that allows people of a like mind to get together and share common interests,” he said.
I responded, “You mean, Facebook?”
He countered, “Well, sort of like Facebook, but this is for people that share a very specific common interest.”
I said, “Oh, you mean like Facebook Groups?”
He pressed on, “Well, sort of, but only different. My site is going to do it in a different way so we can take people from Facebook that don’t like the way Facebook does things.”
I thought, Oh great, not another one, but I said, “Tell me what we’re going to do differently.”
He continued, “We’re going to have photo galleries, status updates, and a page where people can post messages to their friends.” I nodded without looking too distraught. “Then,” he went on, “We’re going to let people become friends with each other and share private messages.”
“So, you mean like Facebook?” I said with a touch of sarcasm, frustration, and bewilderment.
“No, not exactly,” he responded, clearly not understanding why I just didn’t get his vision. “We’re going to be different.” After 20 agonizing minutes, there was still no clear definition of even one element of his plan that would make his site different from 250 other sites that are “different” than Facebook.
Unique vs Useful
Uniqueness gets attention, but usefulness seals the deal. You might have a one-of-a-kind product or service, but if it doesn't solve a real problem or deliver tangible value, your USP falls flat. I've seen businesses pour resources into being "different" only to watch customers walk away because the offering didn't make their lives easier or better. Now, with AI tools and endless options, customers demand more than novelty—they want solutions that fit seamlessly into their workflows or daily routines. Your USP must blend uniqueness with utility to create lasting loyalty and drive conversions on your website.
As you evaluate your USP's usefulness, consider the following:
- Solve a pain point: Ask if your offering addresses a specific challenge your customers face daily—if it doesn't, it's unique but irrelevant.
- Deliver measurable value: Evaluate whether customers can quantify the benefits, like time saved or costs reduced; vague promises won't cut it.
- Fit their needs: Check if your USP aligns with how your audience actually works or lives—test with user feedback to ensure it's practical.
- Outperform alternatives: Compare your solution to competitors; it needs to be not just different, but clearly better in a way that matters.
- Evolve with trends: Assess if your USP incorporates modern tools like AI personalization—if it's static, it risks becoming obsolete.
Why Your USP Matters for Your Website
Your website is the ultimate amplifier of your USP—or the lack thereof. A weak USP leads to a site that confuses visitors, dilutes your brand, and sends them to competitors. But a clear USP turns your website into a powerful tool that communicates what makes you special. It’s not just about aesthetics; it’s about a message that resonates.
Take a look at my post on Why CMOs Can’t Outsource Web Strategy: It’s Your Job to Own It. It explains why strategic alignment, starting with your USP, is critical for your web presence. Without a clear USP, your site risks becoming a generic placeholder that fails to convert or connect.
How to Identify Your True USP
Refining a USP that’s more than a fancy name or a recycled idea means uncovering the value you deliver that no one else can match. Here’s a straightforward process to get you there:
- Audit your offerings. Examine your products or services and ask: What do we do better than anyone else? Maybe it’s your customer service, niche expertise, or a proprietary process. Be honest—generic claims like “quality” or “innovation” don’t cut it.
- Talk to your customers. Use surveys, reviews, or direct conversations to understand why they choose you. Their feedback often reveals strengths you overlook. In 2025, AI-driven sentiment analysis tools can help, but a phone call or coffee chat is still gold.
- Analyze competitors. Study their websites and marketing. What do they emphasize? Where do they fall short? Your USP should fill a gap they can’t. For example, if competitors focus on price, your strength might be personalized service.
- Test your hypothesis. Once you think you’ve got a USP, test it with a small campaign or landing page. See if it resonates with your audience before building your entire site around it.
- Keep it simple. Your USP should be a clear, concise statement. Think of it like an elevator pitch: “We deliver X that solves Y for Z audience.” If it takes more than a sentence, it’s not sharp enough.
These steps ensure your USP is a real differentiator, not just marketing fluff. A strong USP gives your website a clear focus, aligning every page toward the same goal.
Making Your Website Amplify Your USP
Once you’ve defined your USP, your website needs to make it undeniable—without overdoing it. Every element, from content to design, should reinforce what makes you unique. For example, if your USP is hyper-localized customer service, your site should feature testimonials, case studies, and imagery that highlight real people and real results. If it’s a unique product, your site needs clear, compelling product pages with videos or demos.
Tools like AI-driven content personalization can tailor your site’s messaging to different audience segments, making your USP even more impactful. For instance, a niche AI community platform might use AI to suggest relevant models based on user interests, setting it apart from generic platforms. But technology alone won’t cut it—your content needs to tell a story. (You might be interested in my post on Technology Doesn’t Matter)
Your website also exposes a weak USP. If your “unique” offering is just a rebrand of something common, visitors will see through it. A client of mine once insisted their USP was “innovative technology,” but their site was vague, and analytics showed visitors bounced within seconds. A clear USP, backed by specific content, keeps your audience engaged.
The Stakes of Getting It Wrong
Just because you think you’re different doesn’t mean you are. A weak USP—or none at all—leads to a website that’s forgettable at best, damaging at worst. Customers today are savvier than ever, with endless options at their fingertips. If your site doesn’t clearly articulate why you’re the best choice, they’ll move on. Worse, a vague or inauthentic USP can erode trust, as I learned with Eleva’s collapse.
On the flip side, a well-defined USP turns your website into a conversion machine. It’s the difference between a site that sits there and one that drives leads, sales, or loyalty. My post on Your Web Presence Demands CEO-Level Leadership dives into why strategic oversight, starting with a clear USP, is non-negotiable.
Your Next Step to Stand Out
Your USP is the heartbeat of your business, and your website is its voice. Take the time to refine what truly sets you apart—don’t just borrow someone else’s playbook or hide behind a clever name. Use customer feedback, competitor analysis, and honest self-assessment to craft a USP that’s clear, specific, and authentic. Then, build your website to amplify it with every page, image, and call to action.
What makes your business truly unique? Take a moment to jot down one thing you do better than anyone else, and see if your website reflects it. If it doesn’t, it’s time to rethink your approach.
