What’s your USP? (and how do you talk about it without cringing?)

But in business (and especially in web development) you have to be clear about what makes you different. Because if you don’t define that, someone else will. And they might get it completely wrong.

So let’s talk about your USP (unique selling proposition). Not the elevator pitch. Not the tagline. The real stuff. The thing people actually get when they work with you.

Here’s what I’ve learned about figuring it out - and learning how to talk about it without cringing:

1. Your USP isn’t a slogan. It’s a feeling people are left with.

It’s the difference between “we make websites” and “our clients feel in control of their content again.”

It reminds me of a client who described working with us as “prompt, professional service and design expertise and the care taken to design a site that meets our needs.”

That last part stuck with me.

Because what they valued most wasn’t just the delivery or the tech—it was the fact that we listened. That we understood what they needed, even if they weren’t always sure how to say it upfront.

That kind of feedback tells me our USP isn’t just about what we build. It’s about the relationship we craft while building it.

2. Other people often describe your USP better than you can

If you’re stuck, go read your client testimonials. Skim your inbox. What words keep coming up?

At Juizi, people talk about how we listen, how we explain things in plain English, and how we don’t disappear after launch.

That’s not copywriting. That’s reputation.

It’s also our roadmap: we use those words to shape the way we work.

3. Your USP might be something you take for granted

The thing that comes naturally to you? That you assume everyone does? That might be the thing people value most.

In our case, that’s probably how we work with editors. At Juizi, we’ve built our entire process around giving them the tools and support they need. Not just at the start, but all the way through.

4. You can talk about your USP without making it about you

Instead of saying “I’m great at content strategy,” you can say: “We help organisations manage their content in a way that doesn’t break down the moment the original team leaves.”

It’s still true. But it’s not bragging. It’s showing.

5. If you’re not sure what your USP is—ask better questions

• What are clients most surprised or relieved by?
• What problems do they stop having when they work with you?
• What would your favourite client say they couldn’t have done without you?

Your USP lives in those answers.

Talking about what makes you different doesn’t have to feel like showing off.

It can feel like helping someone find their people. Because at the end of the day, that’s what we’re all looking for.