The “Why Us” Section: Copy, Placement & Real Examples

Last updated: October 5, 2026

There’s a section most business owners don’t even have on their website. It goes by different names.

“Why us?”

“Why work with me?”

“5 reasons to choose company X.”

Keep reading to learn how to use this section on your web pages to get your prospect to pick you over the competition. Specifically:

• Why this section works so well in persuading your prospects
• Where to place it on your page
• What unique selling points to mention there
• How to phrase it to make it persuasive
• How to design this section so your prospects can easily read it

But first…

Is this the reason you skipped “Why us?” section on your website?

• You think it’s redundant. You’ve already covered your experience on the About page, your results in a case study, your process on the services page. So adding a “Why us?” section feels like repeating yourself.
• You think it’s too salesy. Listing reasons to work with you may feel like bragging.

The problem is, your prospects aren’t going through your website page by page, meticulously collecting the info. They need the case made for them, in one place, right when they’re about to make a decision whether to reach out.

And as for sounding too salesy? That depends almost entirely on how you phrase your unique selling points (USPs).

There’s a big difference between “We’re amazing, trust us” and giving your prospects specific, believable reasons to choose you (more on this in a minute)

3 reasons why listing your USPs this way is persuasion gold

Assuming you place it at the right spot on your page and designed it in a way that it’s easier to read, the “Why us?” section will get a lot of attention from your prospects.

The reasons are pretty obvious.

1. It answers an important question. After they understood what you do, for whom, and what the benefits are, the next major question they need you to answer is “Why you, and not your competitor?” So naturally, if they see a section the answers this question directly, it’s where their attention goes.
2. It pre-empts objections before they’re raised. You know what makes a prospect hesitate. Will you deliver actual results, or just go through the motions? Will they get your full attention, or get handed off to whoever’s free? The “Why us?” section is perfect for addressing prospects’ objections and reservations directly.
3. It’s built for skimmers. Bold subheads followed by valuable, yet, succinct copy, just a couple of lines for each USP. Even if a prospect has just 10 seconds to spend on your page, they’ll remember most of these points.

How to write your “Why us?” section points

What USPs should you put in a “Why us” section?

So, what should actually go into your “Why us?” section?

Before you start writing, ask yourself:

• What matters most to my prospects when they choose someone like me?
• What are they worried about?
• What do I bring to the table that makes me a better fit than the alternatives they’re considering?

Your best USPs will usually sit somewhere in the overlap.

Here’s how it works in detail.

1) Start with your prospects’ decision criteria

Start with the reasons that matter to your prospects, not the things you personally feel proudest of.

Think about your prospects’ decision criteria they use to choose between you and your competitors.

What do they care about? For example:

• Your experience in their industry
• A specific process
• Getting to work with you directly instead of being passed around a team
• Fast communication
• A certain combination of skills

2) Think what makes your prospects hesitate

What could prevent your prospects from reaching out?

If prospects regularly ask, “But will this work for a business like mine?”, a USP that shows relevant experience or results can answer that.

If they worry about being handed off to a junior team member, “You’ll work directly with me” suddenly becomes much more persuasive than it would be on its own.

3) Would your competitors say the same things?

And finally, have a look at your competitors.

If all of them can make exactly the same claims, your USP combo probably isn’t strong enough for a “Why us?” section.

Use this proven process to pinpoint your most persuasive USPs

Zeroing in on the unique selling points your target audience values most is the first step in all my client projects, whether I’m reviewing a website or writing new copy for it.

My online course Website Messaging for Freelancers & Small Businesses takes you through this process step by step.

You’ll define your target audience, the problems and results they care about, their decision criteria and objections, analyze your competitors, and use all of that to uncover the strongest selling points for your business.

Watch 3 lectures for free on Udemy to decide whether this would be helpful.

How to phrase your USPs

The most effective USP copy:

• creates specific imagery in your prospects’ minds
• sounds trustworthy
• is succinct and to-the-point

For example, these are vague generic claims that neither help your prospects imagine anything concrete nor are trustworthy:

Weak USPs:

• Quality service (what does “quality” mean? can you prove it?)
• Best in class (said who?)
• We provide solutions tailored to your needs (how does that look like?)
• Years of experience (how does that translate into specific benefits for your prospects?)
• Customer satisfaction guaranteed (how?)

Not sure how to fix vague copy? This may help: How to Transform Vague Copy into Copy That Sells

Strong USPs:

• With 45+ years of experience, we know the system inside and out
• We deliver measurable results, not cosmetic fixes
• Our work is based on data, not assumptions
• We get money for our clients 99 percent of the time
• You’ll be working with only one person who understands all sides of your business

Make sure to keep each explanation short. The “Why us?” section is your elevator pitch, not a lecture.

Where to place “Why us?” section on your page

Place this section only after you gave your prospects enough info to understand:

• what you do
• whether it’s for them
• why they should care

Only then does “Why choose you?” become a relevant question.

If you put your “Why us?” section too early, you’re telling people why they should choose you before they even understand what they’re choosing you for.

#doesntHelp

The sweet spot depends on how complicated your offer is.

If what you do is straightforward (for example, if you’re a freelance copywriter or web designer), you can make your prospects understand what you do, whether, and how your services help from your hero section alone.

In this case, your “Why work with me?” section can appear pretty high up on the page, even directly after the banner.

But what if you’re a law firm?

What kind of law firm? Who do you help? With what problems?

Or what if you call yourself an industrial systems integrator?

(I know what all these words mean separately. Together? You’ll need to explain.)

If who you are and what you offer is more complex, your hero section alone probably won’t give your prospects enough context. There is no one-fits-all rule as to where to place the “Why us?” section exactly. Should it be your 3rd, 4th, or 5th section?

But the rule of thumb goes like this:

First, you’d explain what you do, who it’s for, and how it helps. And only then tell them why they should choose you.

One thing I wouldn’t recommend doing:

Do not treat your “Why us?” section as some final reassurance you throw in close to the footer.

This section contains the answers to the main questions your prospects need you to answer before reaching out. You cannot possibly treat it as an afterthought.

3 layouts for a “Why us” section (with real examples)

Once you know what you want to say, you need to make sure your prospects actually read it.

And no, that doesn’t mean you need 5 fancy icons and an animation that makes every point fly in from the left.

Here are 4 examples of layouts that work.

Option 1: A vertical list with bold claims and short explanations

Example 1:

This example from BSF Law uses three reasons, each with:

• a bold headline
• a short paragraph that explains or proves the claim
• a simple colored square as a visual marker

Next to it is a photo of the team.

What I like about this layout is that the headlines do most of the heavy lifting.

“With 45+ years of experience, we know the system inside and out.”

“Millions of dollars in compensation.”

“Compassionate with you. Fierce with insurance companies.”

Even if you read only those three lines, you already know quite a lot about why you may want to hire this firm.

The paragraphs underneath then add the proof.

For example, “Millions of dollars in compensation” could still sound a bit vague on its own. But the copy immediately backs it up with a concrete number: more than $20 million in 2025.

That’s exactly how these points should work: Make the claim first. Then prove or explain it.

Here’s what BFS Law had to say about the new copy I wrote for their homepage and one of their service pages:

Example 2:

Michelle Garrett is a PR consultant, and her homepage uses the same basic structure, but without the photo (she has one right before this section) and with more room for each explanation.

That extra space works well because her USPs need a little more unpacking.

For example, “You’ll have my undivided attention” is followed by a concrete comparison with working with an agency, where several people may handle different parts of the account.

And “You’ll always know where you stand” explains exactly what that means: no fluff, no overpromising, clear expectations, and straightforward communication.

So if your reasons need a bit more context, you don’t necessarily need a different layout. You can simply give each point more space.

Here’s what Michelle said about the copy I wrote for her homepage and several service pages:

Variation: A numbered list

“5 reasons to choose us.” “7 reasons to work with me.”

Using numbers implies a specific, complete set, rather than an open-ended list. Works especially well on longer, blog-style sales pages where breaking a text-only pattern with numbers serves as additional friction, making your prospects pay attention even closer.

Option 2: An accordion if you have more to say

On my own homepage, I use an accordion layout.

You see all 5 reasons immediately, but only one explanation is open at a time.

The click heatmap shows that my prospects are clicking to expand and read more about my other USPs as well:

An accordion layout works well if your headlines are strong enough to make sense on their own, but you still need a bit more space to explain each point.

For example:

I combine copy, design, and UX, a rare mix of expertise.

That already tells you why this matters.

The copy underneath then explains what that means in practice: a copywriter may miss design problems, a designer may miss copy problems, whereas I look at the website as a whole.

Same with:

• “My work is based on data, not assumptions.”
• “I sharpen your copy without erasing your voice.”
• “I deliver measurable results, not cosmetic fixes.”

These aren’t labels like “Quality service” or “Extensive experience.” They’re complete, specific claims. Which is particularly important with an accordion, because some prospects may never open every single point.

Option 3: Longer copy + a portrait

And then there’s this example from Rinzen Coaching:

Here, the “Why work with me?” section is much more text-heavy.

Each reason gets a bold headline followed by a full paragraph or two, and the whole section is paired with a large portrait.

Would I recommend this much copy for every “Why us?” section? No.

But we are talking about executive coaching.

Someone considering hiring an executive coach is likely to spend considerably more time evaluating them than someone hiring a virtual assistant.

So there’s room for more detail.

And the details here matter:

• Over 25 years of experience managing cross-cultural communication challenges working for and with global businesses.
• Practical tools and strategies based on neuroscience.
• Extensive experience in women and minority leadership coaching.
• Bespoke coaching programs at scale.

Those are substantial points that need more than two sentences to explain properly.

Which brings us to another rule of thumb:

The more explanation your prospects need to understand and believe your USP, the more room you should give it.

But don’t confuse “more room” with “more random words.” Use as many words as you need, but not a word more.

Here’s what Tami, the executive Business Coach behind Rinzen Coaching, had to say about the web copy I wrote for her, including this section:

One layout to avoid

I won’t recommend using a grid or column layout for your “Why us?” section.

The reasons to choose you usually need some explanation. And once you start putting several lines of text into three side-by-side columns, your prospects have to keep jumping left to right instead of simply reading down the page.

So either your claims become so short they say almost nothing…

…or you end up with three mini paragraphs fighting for attention.

Save your columns for things that genuinely work as short blocks.

Whatever layout you choose, spend most of your time on the bold headline for each reason. That’s what your prospects will notice first.

How to check if you did it right

So, the first draft of your “Why us?” is ready. Let’s check if it’s any good.

Test #1: The competitor swap test

Could one of your direct competitors copy your reasons word for word, paste them onto their website, and nobody would notice?

If yes, either the USPs you chose are too generic (“best in class,” “affordable,” “experienced”) or you phrased them too vaguely (“quality service,” “tailored to your needs”).

Test#2: The headline test

Read only the bold headline of every point. Do you still understand the reason to choose you?

Or are you using subheads like “Experience,” “Quality,” “Price”?

Those aren’t reasons to choose you. Those are generic labels that carry no specific information. Your prospects shouldn’t have to read the paragraph underneath to discover what you actually mean.

Test #3: The placement test

Look at what comes immediately before your “Why us?” section.

At this point, does your prospect already know what you do, who it’s for, and why it matters?

If not:

• either add more info to answer these questions before you add the “Why us?” section,
• or move this section further down.

Now look at how far they have to scroll before they reach it.

If you’ve hidden one of your strongest persuasion sections somewhere between “Frequently asked questions” and your Instagram feed, move it up.