14 Value Proposition Examples that Every Marketer Can Learn From

Your future buyers need to understand how you can help them.

Donald Miller, author of Building a StoryBrand, calls this the grunt test. He tells businesses to make it very simple and clear so that their audiences don't have to work too hard to comprehend.

Even if you sell something complex, it is your job to make it easily comprehensible. 

But let's be honest, this is not easy to do. So often in our website strategy, we want to cram in more information, more features, more copy. As you'll see below, however, less is often more.

A skillfully written value proposition is straightforward, easy to digest, and memorable.

Here at IMPACT, this is exactly the kind of work we help businesses do through the Endless Customers System™. Whether you ever work with us or not, our goal is the same: to help you communicate your value more clearly so the right customers understand why you’re the best choice. So let’s get into it.

What is a value proposition? 

A value proposition is a written promise of what your business will deliver. It introduces your audience and sets a clear understanding of what you do, who you do it for, and how you do it differently.

A great value proposition should:

• Be easy to understand

• Communicate specific results that the customer will get

• Explain how you're different

So, how do you create one?

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How to write a value proposition

As you begin to think about your own value prop, start by answering a few core questions. 

• Who is your audience?

• What difficulty do you solve for them?

• What do you do to solve it?

• How does your product or service do it differently from other options?

To the extent you can, fight the temptation to break your business down into different product lines or services. Try to think about the big picture of your business as a whole. 

To write your value proposition, start by aiming to answer all of these questions in a single sentence. It may be a long sentence, but that's OK.

Once you have that, this is where keen marketing and copywriting skills come into play (but you can also use AI to assist you). Start refining to get to a headline that hits the right balance of clarity and emotional resonance needed to reach your audience. 

If you have trouble fitting everything into a short headline, don't worry! A value proposition is often aided by a subheader, a call-to-action, or even visuals like a video or images. 

But try your best to be concise. 

As you're working on your own, it helps to see examples from others who have done it well. With that in mind, here are 14 effective value proposition examples to inspire you. These come from a variety of businesses, from small to large, B2B and B2C, and both service- and product-focused.

1. Stripe: Financial infastructure

Although Stripe offers a huge suite of products (payments, billing, fraud prevention, and more), the value prop on their homepage stays crystal clear: it’s the financial infrastructure you use to grow revenue.

In the subheader, Stripe backs that promise up with specifics while keeping it easy to scan: accept payments online and in person, embed financial services, power custom revenue models, and build a more profitable business. It’s broad, but still tangible, and the social proof (“Join the millions of companies…”) reinforces trust.

2. Bill Ragan Roofing: Local roof repair

Next up, we have Tennessee-based Bill Ragan Roofing.

This value proposition's authenticity will strike you as soon as you land on their homepage.

"Repairing or replacing your roof isn't fun, we want to make it a better experience for you." The value prop simple, human, and gets right to the pain of their customers. Unlike other home renovation projects, roofing is more of a chore than a delight. (After all, when was the last time you heard a friend gush about their new roof?)

Here, the value is clearly stated: Let your problem become our problem. It's simple and clear. 

NOTE: Bill Ragan is an IMPACT client. You can learn more about their success here: How Bill Ragan Roofing Tripled Revenue with Endless Customers

3. DoorDash: Delivery service

DoorDash’s homepage value prop is a masterclass in simple, emotional benefit-first messaging. The headline, “Everything you crave, delivered.” immediately communicates the outcome the customer wants (get food you’re craving, without going anywhere).

Then they tighten the focus with a clarifying subhead: “Your favorite local restaurants.” That one line answers the natural follow-up question (“delivered from where?”) and reinforces the real promise: variety and convenience, but with a local feel.

The CTA, “Find restaurants,” matches the mindset of the visitor: you’re not here to “learn more,” you’re here to eat.

4. Roe Painting: Home & Commercial Services

Roe Painting leads with a clear, confidence-building promise that speaks to outcomes, not tasks: “Transforming spaces with professional painting & coatings.” It’s simple, direct, and instantly tells you what they do and the level they do it at (professional).

Then the supporting line does the “proof” work by adding range and reassurance: "from durable industrial coatings to vibrant home finishes, serving Idaho and Nevada, with solutions that deliver beauty, lasting quality, and peace of mind." That combination makes the value prop feel both broad (they can handle different project types) and grounded (where they serve, what you get).

NOTE: Roe Painting is an IMPACT client. You can learn more about their success here: How a Painting Company Took Control of Marketing and Tripled Qualified Leads

5. Pagely: Managed WordPress services

In this value proposition, Pagely is simple but strong in answering what it does: It provides WordPress hosting solutions. (By evoking trust, Pagely could be casting aspersions on others in the industry that might use untrustworthy practices.)

It then uses a subheader to add extra detail and indirect social proof.

6. Bitly: Link shortener and analytics tool

Known for its link shortening, Bitly is all about removing clutter and being concise, so it's only natural that the company's value proposition reflects these traits as well, with "Build stronger digital connections."

The supporting line keeps it straightforward by naming the core tools (link shortening, QR codes, and landing pages) and ties them to a clear outcome.

7. Neumann Monson: Architects

Neumann Monson offers world-class design with rural, midwestern practicality. Its value prop makes it clear: The spaces we live in matter. When we focus on sustainability and community we all benefit. 

Like any good StoryBrand design, Neumann Monson knows that the customer is the hero of the story. The focus here is on the client, not on the awards and accolades the firm has won. 

8. Vimeo: Video software

Video is everywhere: YouTube, social media, your website, sales emails. Video builds trust and breaks down barriers. 

Vimeo’s value prop is clean and creator-friendly: “Your videos, your way.” It immediately tells you what you’re getting control over, which is how your videos look, where they live, and how they’re shared.

The supporting line reinforces the promise with simple, concrete benefits: an ad-free platform that gives you everything you need to host, manage, and share high quality videos.

9. Shugarman's Bath: Home services

When someone’s thinking about a bathroom remodel, one of the first questions on their mind is almost always, “How long is this going to take?” Shugarman’s Bath answers that concern right away with a clear, confidence-building headline: “Trusted Tub & Shower Remodeling in 1–2 Days.” It sets expectations fast and makes the main benefit impossible to miss.

From there, the supporting copy focuses on peace of mind. They share how the work is done right, the locations served, the pricing is clear, and the remodel is backed by a strong warranty.

10. Tortuga: Travel accessories

Tortuga’s value prop is short, clear, and built around an outcome travelers actually want: “Pack Less, Go Farther.”

What makes it even stronger is the bonus layer right below it: third-party validation (social proof). By pairing the headline with praise like “Best backpack for single-bag travelers.” Tortuga is showing that other trusted sources and real customers agree on their biggest points of value. That outside credibility does a ton of heavy lifting

11. Custom Built Design & Remodeling: Home services

This local business says it all in a headline: Transform the place you live into a home you love. You can scroll down to see testimonials, galleries, and more information, but that first sentence sticks with you the whole time. If you need a partner to help turn your house into. a home, Custom Built might be it.

12. Reclaim.ai: AI scheduling tool

Reclaim links right to your calendar to help you schedule smartly. The AI assistant finds times when everyone is free, schedules decompression time after meetings, and keeps your day from getting too hectic. 

A simple value prop explains the all-too-common challenges, and how the software can solve them.

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13. HubSpot: Business automation 

HubSpot’s value prop is built for modern revenue teams: “Where go-to-market teams go to grow/scale/close/retain” (it cycles through these terms on their page). It’s simple, memorable, and positions HubSpot as the home base for the teams responsible for driving growth.

They tackle a common problem by then describing that HubSpot helps you unite marketing, sales, and customer service on one AI-powered customer platform designed to deliver results fast.

14. Stellar One: Cloud ERP software

In one line, Stellar One tells you what they do (cloud ERP), who it’s for (growing businesses), and the main promise (simplicity).

The supporting copy reinforces the outcomes buyers care about most, like streamlining operations, making work easier for the team, and improving the customer experience.

As a bonus, the CTAs are smart: “Implement for Free” lowers the barrier to take action, while “Quiz: Are We a Fit?” gives cautious buyers a low-pressure next step.

NOTE: Stellar One is an IMPACT client. You can learn more about their success here: How One Company Tripled Sales By Leading With Trust 

Sharing your value with the world

Now it's your turn! What language will resonate with your audience so they can quickly understand what you do and how you can help them.

Remember, it's important to make them the hero. So focus your messaging on them and their needs, not you and your greatness.

If you want help tightening your value proposition and turning it into a message your website, sales team, and content can actually rally around, that’s exactly what we do inside the Endless Customers Coaching Program.

We’ll help you build a clear, trust-building message while coaching your team to bring it to life across your site, your content, and your sales process so buyers understand your value before they ever reach out.