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Chapter 5. Processes for Developing Cust... > Decide on the Web Site's Value Propo...

Decide on the Web Site's Value Proposition Next

One of the most essential patterns that come into play here is the UP-FRONT VALUE PROPOSITION (C2). The value proposition states what the Web site offers to the target customers. Your goal is to explain it convincingly to someone on the street, in one sentence. Everything you will put on the Web site draws on this single idea; it is the theme that unifies the site. Figure 5.2 shows compelling value propositions from some existing Web sites.

Figure 5.2. Many Web sites make their value propositions clear from their tag lines. The goal of the value proposition is to provide a single, powerful idea of what the Web site is all about.



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