A term "borrowed" from traditional marketing, but of double significance for a website.
It stands for "Unique Selling Point". Basically whatever you do that is, or might be unique, at least locally, is something that needs to be on your website.
On an internet of millions of websites, all vying for attention, a USP or two is essential to get noticed. Do you have a USP? The internet can be very anonymous, sometimes your local prescence and willingness to engage with customers locally is the basis of a local USP. Just make sure it's on your website.