'Why choose us' sections that actually differentiate

Key takeaways

A why choose us section only works when every point is something a competitor could not honestly claim, backed by a fact. Replace 'quality', 'reliable' and 'customer focused' with three specific differences, such as a fixed price in writing, a named project manager or a two-hour reply, each with proof.

• If a competitor could say it, cut it.
• Three specific differences, each with a fact.
• Place it after proof of what you do, before the closing action.
• Promises you make here must be kept every time.

What is a 'why choose us' section for?

A why choose us section exists for buyers who are comparing you with other firms. Its job is to give them two or three concrete reasons to pick you. Most fail because they list qualities every business claims, such as quality, reliability and great service, which gives the comparing buyer nothing to compare.

• Why your homepage is not converting visitors into customers
• Comparison pages: win buyers choosing between suppliers

How do you find real differences?

Ask recent customers why they chose you and what they nearly chose instead. Look at what competitors' sites promise and what they leave out. Real differences are usually operational: how you price, how fast you reply, who does the work, what you guarantee, which customers you specialise in.

• Use your customers' own words on your homepage
• How to compare your website with competitors

What do weak and strong points look like?

Each strong point is specific and checkable.

• Weak: 'Quality workmanship.' Strong: 'Every job signed off by a Gas Safe engineer, with photos.'
• Weak: 'Great communication.' Strong: 'One named contact, and a reply within 2 working hours.'
• Weak: 'Competitive prices.' Strong: 'Fixed price in writing before we start, no day rates.'

• Why specific claims convert better than adjectives
• Numbers on your homepage: proof or decoration?

Where should the section sit on the homepage?

Place it after visitors know what you do and have seen some proof, and before the closing call to action. That is the point where comparing buyers want to know what sets you apart. A short version of your strongest difference can also sit in the hero's proof line.

• Homepage structure for a small business website
• The trust bar under your hero: what goes in it

When can a 'why choose us' section backfire?

It backfires when a promise is not kept, such as a reply time missed or a 'no hidden costs' claim followed by extras. Buyers remember and reviews follow. Claims like 'best in Leeds' also need evidence under ASA rules. Only promise what your team delivers on a bad week.

• Promise a reply time on your website, then keep it

What does this look like in practice?

A pattern we see: six icons with 'Quality', 'Trust', 'Experience', 'Value', 'Service' and 'Passion'. Replacing them with three checkable promises, each with a fact, gives sales calls something to refer to and gives comparing buyers a reason to stay.

• See client work
• Website Design & Development for UK businesses

'Why choose us' checklist

• Ask five recent customers why they chose you.
• Cut any point a competitor could also claim.
• Keep three specific, checkable differences.
• Add one fact or proof point to each.
• Place the section before the closing action.
• Check the team can keep every promise.

• Show where you work on your homepage
• Tagline vs headline: what your homepage really needs

Next step

Ask your last five customers why they chose you and write their answers word for word. Use the repeated ones as your three points.