Your unique selling point (USP) is the main benefit that you provide in your niche. It is the element that’s different and sets you apart from your competition. It’s how your customers will know it’s you, and what they’ll be most happy about receiving.
It is important to have your USP on your website so your customers know exactly what you do, why you’re different, and if it’s a good match for them.
Your USP can be the main idea or purpose of your front page and your website. If you choose to use it as the main topic, everything else can branch from it and support it. This can strengthen your overall branding message.