You need to know why and articulate why you differ from your competitors. This is what allows you to craft an obvious and irresistible offer for your potential clients.
The UVP or Unique Value Proposition is a key business concept for designers. Your UVP is rooted in the client’s perspective. It should highlight whatever makes you stand out as a designer when compared to all the other designers out there for hire.
Identifying your UVP is the first step. Then, you can deploy that UVP as an elevator pitch, on your website, and in marketing materials.
Here’s a guide to unique value propositions for designers, from finding your UVP to putting it to work to effortlessly grow your business.
Here’s the core question: Why should someone hire you?
Put yourself in the headspace of a client: You might be considering dozens of designers. You know what you need and you’re probably eager to hire someone ASAP who fits the bill.
You risk blending into the crowd of options if you cannot quickly and simply explain what makes you different as a designer.
The goal is to answer this question in one sentence: Why should a client pick me instead of another equally talented designer?
- Bad example: “I’m a graphic designer who makes websites.”
- Good example: “I help eco-conscious brands design websites with sustainable digital practices and clean, minimalist layouts.”
Here’s a list of examples from Indeed for inspiration.
We’re going to work through this process together below, and eventually you will have one sentence that will become the seed of your unique value proposition (UVP).
First, identify what sets you apart from others
Your UVP doesn’t have to be complicated! It just needs to spotlight your strengths.
Your first step is to list some potential differentiators. These might be things that are important to you or areas in which you’ve excelled in the past.
- Specialized expertise: Do you focus on a niche, like hospitality interiors or commercial restaurants?
- Sustainable practices: Do you use eco-friendly materials, processes, or digital design principles?
- Signature style: Do you have a recognizable aesthetic, like bold colors, organic shapes, or refined minimalism?
- Client experience: Do you offer a smooth, collaborative process that clients rave about?
If you’re stuck, here’s another approach: Ask a colleague for their insights and get some outside perspective.
- What types of clients or industries do I know best?
- What design elements or approaches consistently show up in my work?
- What process or value do clients always mention in their feedback?
Got the beginnings of a list? Great, but don’t stop here! You’re only halfway there. A UVP is “not a mission statement or a tagline,” as Semrush says.
Now, you need to translate your list into “client-speak.”
Next, translate that into client benefits
Here’s the part of UVPs that most people unfortunately miss:
Clients don’t actually care about your process. They care about their results and the benefits they enjoy thanks to your work.
Now, the next step is to translate your strengths into client benefits.
- Example UVP: “I use reclaimed wood in all my furniture design.”
- Example client benefit: “Your space tells a sustainability story that appeals to eco-conscious customers.”
Here are a few UVP formulas to help you reframe your value in client-friendly terms:
- I do [unique thing] → so that clients get [specific benefit].
- I design [X type of project] using [unique approach] so that [ideal clients] can [benefit/outcome].
- I help [industry or audience] with [service] that delivers [result].
The final step is to check your UVP against your portfolio and your services. Did you exaggerate? Did you veer outside of scope? Does your portfolio support your track record?
Finally, use your UVP as an elevator pitch and on your website
Here’s the fun part: Use your UVP in real life.
You’ve only got seconds to grab a potential client’s attention. So, practice and polish your UVP in face-to-face (or pixel-to-pixel) interactions with potential clients.
A polished, concise, and confident statement of your unique value can make the difference between polite interest and a booked project.
Go bold and go hard, once you identify a powerful UVP.
- Rehearse saying your UVP aloud until you can deliver an elevator pitch naturally.
- Save your UVP as a template in your email to pitch clients effortlessly.
Most importantly, make sure to build a designer website that highlights your UVP:
- Make your UVP the headline on your landing page: Your website is often your first sales pitch. If your homepage reads like every other designer’s (“creative solutions for modern brands”), then you’ve already lost the battle to stand out.
- Include your UVP in your About page: Write a story about who you are and why you work the way you do, using your UVP as a guide.
- Use your UVP in portfolio captions: Don’t just describe what’s in the picture. Connect your unique approach to client benefits, like a CV. (Ex: “Using reclaimed materials, this retail buildout cut costs by 20% and attracted sustainability-minded customers.”)
Final tips
Your UVP isn’t set in stone. It should evolve as you test it in the world, take on new projects, and learn what clients value most.
- Review your UVP every 6–12 months.
- Ask recent clients why they chose you. Their answers often reveal your true differentiator (and this might change over time!).
- Try different headlines or pitches in networking settings and note what resonates.
Review and next steps
Designers who stand out don’t try to be everything to everyone. That’s a recipe for failure.
Define your difference, translate it into client benefits, and make it visible in your pitch and on your website. Do this, and you’ll not only attract more clients—you’ll attract the right clients.
Ready to fix your digital footprint? It’s time to get clear with yourself and your clients about what you offer so you can survive and thrive in a saturated design market.