Here’s how to determine your website’s USPs (and leverage them SEO-wise)

Unique selling points, or Unique Selling Points (USPs), are the characteristics that distinguish your offering from that of competitors. In a competitive market, simply telling people what you do is not enough. Make it clear why someone should choose you in particular. Nowadays, this plays a role not only for visitors, but also for how search engines and AI systems position your brand.

What makes a USP unique?

A USP is a selling point that is not easily duplicated and adds immediate value to the target audience. A USP goes beyond a generic claim such as “good service” or “low prices. Strong USPs are concrete, credible and relevant.

Good USPs satisfy three important conditions:

• They solve a specific problem for the target audience
• They are distinctive within your market
• They are demonstrable and substantiated

By looking closely at what really makes you different from your competition, you avoid writing down generalities that lack persuasiveness.(1)

How do you determine your USPs?

Before establishing your USPs, take a good look at your services or products. Look at your target market, competitors and your own strengths. The three steps I often use are these:

1. Research your target audience: What needs, frustrations and desires do they have?
2. Analyze the competition: What are they promising, and where are they missing opportunities?
3. Determine your core strengths: What elements of your product, service or approach are difficult to match?

By closely examining these elements, you will find out potential USPs that are truly distinctive.(2)

Incorporate USPs into your content

For a USP to be valuable, it must be presented visibly and convincingly. So it is important that you not only mention them on the homepage, but also mention them on product pages, blog articles and other landing pages.

Place these elements where they really add something, so your readers are clearly informed and search engines know exactly what your page is about. Instead of a loose bullet with “24/7 customer service,” explain how your USPs provide concrete benefits to the customer. I saw this with one of my clients as well.

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How USPs deliver immediate results

At an IT service provider that had been struggling to differentiate itself for years, I immediately saw the difference when we redefined their USPs. They always claimed to have fast service, but that is not a unique USP.

In talking to consumers, two real USPs emerged: the company has a regular contact person who responds within two hours and an automatic maintenance system that prevents failures rather than resolves them.

We incorporated these USPs into their headings, product pages and case studies. Within three months, their conversion rate on commercial pages increased by more than thirty percent. This is mainly because searchers finally understood why they were different from the competition. It shows well that strong USPs only have value if you substantiate them and actively use them in your content.

SEO take advantage of your USPs

USPs can contribute directly to SEO performance if applied strategically. Therefore, use USPs in titles and meta descriptions. This can increase the click-through rate. This indirectly boosts your SEO performance. Put your main USP in a clear heading for both readers and crawlers Incorporate your USPs especially in pages targeting searches with commercial intent

This way, you increase the chances that your distinctive features will stand out in search results and AI responses.

USPs in an AI-driven search environment

With the rise of generative search engines and AI assistants, it is important that your USPs are presented clearly and contextually.

AI systems often extract key points from content that is clearly structured and well formulated. So don’t make vague claims and be specific. Support your claims with evidence, such as numbers, labels or customer cases. Repeat the most important USPs in multiple contexts. Be careful not to do keyword stuffing.(3)

Thus, you increase the likelihood that your distinctive points will be included in AI-generated summaries.

Common mistakes with USPs

Choosing USPs doesn’t always go well. A number of pitfalls I often see recurring. People often stay too general. They are claims that could also be made by any other company. They often provide no proof. Without substantiation, USPs lose persuasiveness. Companies also often don’t use their USPs consistently. For example, they are often only mentioned on the homepage.

By avoiding these mistakes, you ensure that your distinctiveness really shows through in your online presence.

Summary

Defining and properly implementing strong USPs is essential for both conversion and SEO. By focusing on features that are relevant, concrete and unique, you not only strengthen your brand positioning. You also increase your visibility in search engines and AI queries. These days, it’s not enough to be “good. Make it clear why you are the best choice for your potential customer.

The most frequently asked questions about USPs and SEO

USPs are a tricky subject for many people. That’s why I answer the most frequently asked questions here.

How many USPs should I use on my website?

Use three strong USPs rather than a list of ten generic claims. Focus on the points that are truly distinctive and relevant to your customer.

Should I repeat my USPs on every page?

Certainly don’t do this literally. Make sure you put an appropriate USP on your pages. A USP about your service should be emphasized on your service pages. A USP about your product features belongs on product pages. Ensure consistency without repeating your USPs.

How do I make a USP credible?

Always provide evidence for your USPs. Think of figures, labels, results, cases, quotes from customers or concrete examples. A USP without proof is taken less seriously by users and search engines alike.

What is the difference between a USP and a proposition?

A USP is a unique advantage. Your proposition is your brand’s overarching promise. USPs support that proposition but are more concrete and specific.

How do I incorporate USPs into AI-driven search engines such as ChatGPT and Gemini?

By writing clearly, structurally and factually, you increase the likelihood that your content will be picked up by AI to be included in search results. AI systems are more likely to take away distinctive elements that are concrete, unique and substantiated. Avoid vague claims and make sure your USPs are reflected in paragraphs, headings and any customer case studies.

Are USPs only important for conversion, or also for SEO?

USPs are important for both conversion and SEO. Your strengths increase the click-through rate, strengthen your topical authority and give search engines clear distinguishing signals. The effect is often indirect, but very powerful.

What if my USPs look the same as those of my competitors?

If you can’t articulate distinctive USPs, they probably aren’t USPs. Go back to the core: processes, approach, promises, guarantees, expertise and results. What can you deliver that others cannot?