Let’s be real—talking about what we do can be weirdly hard. We either overshare (cue the “well, it all started in third grade…” monologue) or freeze up and mumble something vague like, I make websites… I think?

But here’s the thing: potential clients don’t just want to hear about you. They want to hear about themselves—reflected back in a way that makes them think, Yes! This person gets me! That’s where your Unique Selling Proposition (USP) comes in.

Your USP is what makes you different from the other web designers, therapists, Christian life coaches, or whatever creative field you’re in. It’s the magic sauce that sets you apart, makes people choose you over the competition, and keeps them coming back.

I recently did a deep dive in trying to figure out my niche because 7 years in, that was holding me back from getting clients. Here were some of my takeaways plus the steps you can take to figuring out your niche and USP!

Step 1: Find Out What People Already Love About You

You don’t have to guess at this—your audience has already told you. Look at testimonials, past conversations, and DMs. What do people always say about you? Are they raving about your organization skills? Your knack for making websites feel clean and easy to use? Your ability to explain SEO without making their brain melt? (That last one is my personal favorite!)

If you’re unsure, try this action step: Text three people (clients, friends, past coworkers) and ask, “What are three words you’d use to describe me or my work?” Look for patterns. That’s your goldmine.

Step 2: What Do You Love Doing (That Others Struggle With)?

Your USP isn’t just about what you’re good at—it’s about what you love and can’t help but share. For me? It’s SEO. I love giving away SEO tips for free, so it made total sense to add SEO strategy as a paid service. And guess what? That’s a huge reason people choose me over other designers.

What’s that thing you naturally geek out over? That’s probably a key part of your USP.

Step 3: What Drives You Crazy About Your Industry?

Here’s a juicy one. Think about the things competitors do that make you want to scream into the void.

For me, it’s web designers who build WordPress sites for nonprofits—sites that the nonprofit can’t edit without paying for every tiny update. That’s why my approach is the opposite: I equip my clients to manage their own websites. And if they want to pay me for ongoing support? Cool. But it’s their choice, not a hostage situation.

Another pet peeve? Marketing that’s all about hitting 10K months and making six figures overnight. I value integrity, and my clients (therapists, Christian life coaches, and other heart-centered entrepreneurs) do too. If something in your industry rubs you the wrong way, that’s a clue to what you stand for—and a key piece of your brand message.

Step 4: Turn Your USP into Marketing Gold

Once you’ve nailed down your niche and USP, don’t just let it sit in a Google Doc collecting dust.

• Put it on your website! Your USP should be clear on your home page and about page (which, by the way, should NOT just be your life story—make it about your passion and how you serve your clients!).
• Use it in your social media bios. Make it obvious why you’re different.
• Create content around it. Blog posts, social posts, email newsletters—let people see your USP in action.

Your Next Action Step

Don’t overthink it—just start gathering data: ✅ Text three people and ask for three words that describe you. ✅ Look at past testimonials—what themes keep coming up? ✅ Write down one thing you love doing that others struggle with. ✅ List one thing in your industry that drives you nuts (and how you do it differently).

That’s your roadmap to a killer USP. And if you’re a web designer who’s ready to turn that into a profitable business, joining Paige Brunton’s Free Profitable & Productive Web Designer Bootcamp is the perfect next step. She will walk you through exactly how to position yourself, find clients, and make web design your dream career—without burnout. Grab your spot here! 🚀 (If you missed out on this one, she hosts this event 2 times a year + opens doors to her SIGNATURE COURSE – Square Secrets Business!)

Not a Website Designer, but Need a High-Converting Website?

Maybe web design isn’t your thing, but you know you need a website that actually works for your business. Whether you’re a therapist, a Christian life coach, or any other creative entrepreneur, your website should be doing the heavy lifting for you—attracting clients, booking services, and making your life easier (not more stressful).

That’s exactly why I created my Website in a Day service. In just one day, I’ll build you a beautiful, strategic, and SEO-friendly website that reflects your brand and gets results. No endless revisions. No DIY headaches. Just a stunning website, done fast. Ready to finally get your website working for you? Let’s make it happen. 🚀