Free tool
Value Proposition Generator
Six value propositions written the way a customer would say it, each with the specific claim it depends on so you can check you can back it up.
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Value Proposition Generator: what it does
A value proposition names who it's for, the outcome they get and why you specifically. "Booking software for salons" is a category; "Cut salon no-shows by taking a deposit at booking" is a value proposition, because it names the outcome and implies the mechanism.
Last updated 3 August 2026
Worked example
Here's one we ran earlier.
A £29/month booking app for independent UK hair salons
Stop losing £400 a month to no-shows.
Claim to verify: the average no-show cost for a two-chair salonLeads with the cost of the problem rather than the product. Works when the salon has felt it recently.
Take a deposit at booking, without arguing about it.
Claim to verify: deposits reduce no-shows measurablyNames the mechanism and the emotional friction in one line. Salon owners hate asking for deposits far more than they hate the software.
The booking system built for two chairs, not twenty.
Claim to verify: named competitors start at a higher pricePositions directly against enterprise salon software that's priced and designed for chains. Strongest if your competitors are visibly overbuilt.
How it works
Three steps, no account.
Describe what happens after someone buys
The outcome is the proposition. Features are evidence for it. If you can only describe features, you don't yet know what you're selling.
Check each claim
Every version comes with the claim it depends on. If you can't evidence the claim with a customer, a number or a demo, don't ship that version.
Test the top two on the page
Put your favourite in the H1 and the runner-up in the subheading, and watch what happens to scroll depth and signups over a fortnight.
Questions
Common questions.
What makes a good value proposition?
Three things: it names a specific person, it names the outcome they get rather than the feature they receive, and it's a sentence a customer could repeat to a colleague without checking your website.
How long should a value proposition be?
One sentence you can read out loud in a single breath. If it needs a comma-separated list to make sense, you're describing your feature set.
Value proposition vs slogan vs mission statement?
The value proposition says why someone should buy. A slogan is a memorable phrase for recall. A mission statement is internal and rarely belongs on a homepage at all.
Should I mention the price?
Mention it when price is the reason you win — when you're materially cheaper than the obvious alternative, or when the alternative's pricing is a known irritation. Otherwise it belongs further down the page.
How do I test which one works?
Run one for two weeks and measure signups per visitor, not clicks. If your traffic is too low to see a difference, ask five customers which sentence describes what they bought — that's usually faster and more honest than a split test at low volume.
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