Last updated: March 6, 2023
If a potential customer were to open the home page of your website right now, would they immediately understand what you do, who you help, and how? ?
Or will they have to pause, scroll, and review the paragraphs of text first?
Because if it’s the latter, you’ve got a problem: an unclear tagline on your website it’s probably even more confusing home page.
How do you create a home page and website tagline that resonates with your prospects? Read on to find out (9 examples of website taglines inside 👇).
How to tell if your homepage has a clear message
Let’s do an exercise.
Imagine, you see your website for the first time.
It’s hard, I know. You’ve been looking at it in the past…how long has it been? Months? Years? You know every pixel and every character of it.
And this is exactly why you need this: to understand if your website has a problem, you need to look at it with fresh eyes.
Here’s how to check if your website is sending a clear message:
- Open your website’s home page.
- Move away from the screen a bit.
- Close your eyes and think about something completely different for a minute or two.
- Now open your eyes, look at your home page, and pretend you’re seeing it for the first time.
Is it clear at first glance what you do?
Or are your first-time visitors mistaking your life coaching website for a life coach’s website? yoga?
If it’s the latter, don’t worry. I’ll show you how to fix this real quick.
But why is it important to clearly communicate your message on your home page?
When you think about it, a lot of people who visit your site web will never visit your home page.
If I click a link to your blog post from search results or from a Facebook share, I may leave as soon as I find the answer what i was looking for for.
So why should you care about the message your home page communicates?
Think about these three scenarios:
- I’ve read your blog post and I am so impressed that I want to know more about you.
- I searched for you or your company directly because I heard about you or we met offline.
- I have She reviewed your social media profile and clicked on the link to your company’s website.
Do you really want to miss out on an opportunity to make a strong impression on someone who is already interested in you? what it has? offer?
Because a confusing message on your home page is that.
What constitutes a clear message?
Most people who visit your page Startups want to know one thing: What do you offer?
Give your prospects instant clear answers to these questions that are also easy to remember:
- Who (a person) or what (an organization) is this?
- What do you do? and for whom?
- How do you do it (if it is not clear from above)?
- What is the benefit?
And do you want your home page to answer these questions quickly, without wasting your visitors’ time with “welcome them to your website” and “invite them to look around.”
Answer visitors’ most important questions from your home page through:
- Your domain name
- Your website tagline (the one on your home page banner)
- Other prominent elements on your home page (headers, highlighted paragraphs, images, etc.).
Your domain name
Have a A domain name that speaks for itself, like copyblogger.com or enchanting marketing.com, is a great start. But often your website is called jacksmith.com or something generic like breath-feel-love.com.
In this case, you should go the extra mile and nail the tagline and featured elements to your page Get started to make it clear what you do.
Your website tagline
Before we dive in, let’s make sure we’re on the same page.
What is a website tagline?
A website tagline is the first phrase or short sentence on its home page banner that tells prospects about what your website is about.
It is often accompanied by a website subtagline: a sentence or short paragraph that puts the website tagline in context and draws your prospects to further view your offerings.
A tagline (or a tagline + sub-tagline, if you’re using one) should reflect your unique value proposition and answer the following questions:
- What are you selling?
- For whom?
- Why should they care?
Which also means that your website tagline should be clear, relevant and valuable.
Easier said than… no, actually quite easy to do.
Creating a clear and engaging website The tagline is easier than you think.
But first, tell me:
Did you hear this bad advice about website slogans?
Admit it, did you fall for the articles that tell you What Does the website slogan need to be creative, catchy and fun? You know, the articles that hail Apple’s advertising slogans and Nike as the role model.
We’ve all been there.
The truth is, whatever works for Apple and Nike, established companies with enormous brand recognition and millions of loyal fans,…
…generally won’t work for you, the small business owner struggling to win new clients, or a freelancer with a new website.
Picture this.
You saw my tweet and decided to check my Twitter profile. You have no idea who I am. You open my website and see this tagline on my home page:
“Gill Andrews. Think differently.”
#huh #whatdoesitmean
If you’ve just discovered that your website tagline is vague, don’t give up. In fact, about 70% of the websites I review have the same problem.
Check out these 9 Ridiculous Examples of Website Slogans You Won’t Believe Exist.
I have good ones. news for you:
Ordinary but clear always trumps creative but lazy. (Unless you’ve already achieved world domination and people are camping out in front of your stores to buy your stuff.)
A catchy, creative slogan will win you points, but only if your message remains clear.
When it comes to your business website, the crude but clear always trumps the creative but vague.Click To Tweet
If your favorite version of your website tagline is a real gem, however , but it’s still not clear enough, please add an explanation sentence to fill in the blanks. For example, a visually prominent sentence or a short paragraph after your tagline.
How to Create a Clear and Effective Website Tagline
So, we’ve just established that a good catchphrase no It doesn’t have to be a catchphrase or a catchphrase (yes!). Now, when the pressure to be creative is gone, creating an effective website tagline is just a matter of following these steps:
Step #1: Define your target audience.
Step #2: Decide what the greatest benefit of your product or service is.
Step #3: Use one of these formulas to generate some website slogan ideas:
- We {do this} for {who}
- {What} for {who }
- {Do what} for {who}
- {Do this} to/and {get the benefit}
- {Do this} {with this benefit }
- {What} {with what benefit}
- {Get this benefit} {by doing this}
- {Get this benefit} {with what}
- Help {who} {do what} {with what benefit}
The “what” in the examples above could be your main product or service that you are specializes. The “who” is your target audience.
Your decision on which website tagline approach to use depends on how you would answer the following two questions:
Q1: Is there a unique benefit to your audience?
Is your target audience homogeneous enough to find ONE benefit that will resonate with ALL your prospects?
Q2: How do your prospects approach their search for your services?
Do they think, “I wish I could (achieve these benefits)”? Or are they thinking: “I need to find (this service / this type of person)?”
To see how a website tagline is created from start to finish and what to consider, check out this example of improvement and critique of real-life text.
Let’s look at some examples of real-life website slogans that use these formulas.
9 examples of business websites with cool website slogans and a clear message
1. Sarah Anderson
This is a great example of a website tagline for a personal website. He gets right to the point and addresses an urgent need for Sarah’s prospects: getting her emails to convert.
Mentioning her specialty, emails to course and program creators, helps Sarah appear most relevant to your target audience: the course and program creators.
Website Tagline: High converting emails selling your courses and programs
Website Tagline Formula : {What} {with what benefit} {for whom (implied)}
2. Neomam
Many agencies, especially those that have anything to do with marketing, suffer from lazy copy syndrome.
They will “make you shine”, “add business value” and ” delivering solutions for success”, but they refuse to tell you what exactly they do and how they specifically plan to help you achieve all that greatness.
Neomam is a rare exception. They tell their prospects what they’re going to get (quality links) and how they’re going to get there (from marketing campaigns).
Bright and direct. Nothing more to be desired in terms of clarity and relevance.
Website Tagline: Get Quality Links With Every Content Marketing Campaign
Website Tagline Formula: {Get This Benefit} {By Doing This}
3. Mantis Research
This ultra-clear website tagline probably has a lot to do with the fact that there’s no way Michele Linn, former vice president of content at the Content Marketing Institute and co-founder of Mantis Research, will put up with any vague BS on your website.
Want your website tagline to be as clear as this? Try to think of something that sounds natural in a real life conversation:
– “Hi Michele, what does your company do?”
– “We help specialists in marketing to publish attention-grabbing research.”
#sogood
This exercise is also called “BS Copy Testing.”
Site Tagline web: helping marketers publish attention-grabbing research.
Website Tagline Formula: {Helping who} {do what} {for what benefit}
4.The Domestic Man
It seems to me that especially food bloggers underestimate the effect of a clear message on their home page.
Because all the food photos already they send the “it’s a recipe blog” message, right?
Wrong.
Unless you want your grandma to remain the only person reading your food blog forever , you should treat it like a business and your visitors like customers, which means that your page Your home page should communicate a clear message of what to expect.
The Domestic Man is a perfect example of how you can instantly answer the most important questions your visitors have:
- What diet are these recipes based on?
- What do you cook?
Actually, answering these two questions would already be enough to send a clear message. But by telling his visitors that there’s a new recipe every Tuesday, “the domestic man,” Russ goes a step further. It motivates them to subscribe by removing their fear of being bombarded with recipes and by setting clear expectations.
Website tagline: Gluten-free and paleo-friendly recipes inspired by traditional and international cuisines
Website tagline formula: {What} for {who} used implicitly.
5. SMS Works
I’m guessing the owners of SMS Works did some keyword research before creating their website tagline, as it sounds like a phrase their potential customers would search for on Google.
Which is a great idea, because when your prospects land on your website and see the exact same words in your website tagline, they will perceive that the website is very relevant to their needs and will surely look around.
Website Tagline: Low Cost SMS API for Developers
Website Tagline Formula: {What} {For Whom}
6. Volant España
Dear businessmen! Don’t be afraid to use boring slogans on websites.
Your prospects won’t open their wallets just because you’re funny, mysterious, or manage to pull off a cliché.
Instead, tell them what you offer and for whom, so they immediately realize that your offer is exactly what they’ve been looking for all along, as Volant UK does on their website.
Volant’s Motto website: Bespoke security systems for commercial, industrial and retail properties in Scotland.
Website tagline formula: {What} {for whom}
7. Amanda Creek Creative
I reviewed at least 30 web and graphic designer websites before finding an example of a landing page with a clear message. On many pages, it wasn’t even clear that a person was a designer.
There’s nothing creative about Amanda’s website tagline. Instead, it’s simple and crystal clear. Which is wonderful, because it saves your potential customers the time and effort of figuring out what you do and if it fits their needs. Amanda showcases her skill and creativity as a designer where it counts: through the design of her website.
It’s understandable that she wants to impress her visitors with her creativity right away. But if doing so leaves them confused, you risk losing a customer.
Website Slogan Formula: Branding and Design for Creative Women Entrepreneurs
Website Slogan Formula website: {What} for {who}
8. Damn Write
I think the ones who have the hardest time when it comes to a website tagline are copywriters. Because how many ways are there to say “I write copy that sells”? Plus, with so many copywriters, you risk looking too much like your competitor.
The secret to creating a standout copywriter title is to specify your niche or specify what type of copy you write, such as Damn Write does on their website.
Website Tagline: Attract Your Ideal Clients With Personality-Based Copy
Website Tagline Formula: {Get This benefit} {with what}
9. ByRegina
This is a great example of a website tagline for a solopreneur. Home page copy nails the clear message. It tells you who she’s for (inforpreneurs and bloggers) and what Regina helps them with (monetize her “epic” i.e.make money from what they are doing online).
Regina’s website tagline is clear, creative and memorable.
In the short paragraph below the tagline, you get a glimpse into Regina’s personality, which is a nice bonus and instantly earns her brownie points.
Website Tagline: For infoentrepreneurs. For bloggers. Monetize Her Epic
Website Tagline Formula: {For Whom} {With What Benefit}
TLDR; How to Make Sure Your Website Homepage and Tagline Send a Clear Message
Make your website stand out from the sea of websites full of mind-blowing jargon from your competitors by using a clear website tagline.
Ordinary but specific trumps creative but vague
A clear website tagline is not your life motto or slogan, but a phrase and /or a sentence that helps your website visitors understand 3 things right away:
- who/what are you
- what do you do
- to what benefit
…making those things easy to remember before they explore more of your web pages.
Website tagline formulas that will help you generating slogan ideas
- We {do this} for {who}
- {What} for {who}
- {Do what} for { who}
- {Do this} to/and {get the benefit}
- {Do this} {with this benefit}
- {What} {with what benefits icio}
- {Earn this benefit} {by doing this}
- {Earn this benefit} {with what}
- Helping {who} {do what } {with what benefit}
Great Website Slogan Examples from Real Life Websites
- Sarah Anderson – High Converting Emails That Sell Your Courses and Programs
- Neomam – Get Quality Links With Every Content Marketing Campaign
- Mantis Research – Help Marketers Publish Attention-Grabbing Research
- The Domestic Man: Gluten Free & Paleo Friendly Recipes, Inspired by Traditional and International Cuisines New Recipes Every Tuesday
- SMS Works: Low Cost SMS API for Developers
- Volant UK: Bespoke security systems for commercial, industrial and retail applications in Scotland
- Amanda Creek Creative: branding and design for creative women entrepreneurs
- Damn Write : Attract Your Ideal Clients With Personality-Based Copy
- ByRegina: For Infoentrepreneurs. For bloggers. Monetize your epic
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