Is it obvious what your business is about as soon as somebody lands on your website? Because if it’s not, there’s a good chance the people who land on it won’t stick around for long — after all, they’re not really sure how you can help them, so why should they stick around?
Some brands can get away with vague, non-descriptive taglines.
I’m Lovin’ It
Just Do It
Because You’re Worth It
Gives You Wings
You don’t need me to tell you which brands the taglines above represent, because they’re fucking massive and everyone knows them. So, yeah, some brands can get away with the whole vague tagline thing.
Yours is not one of them.
The Role of a Good Tagline
Your tagline needs to convey precisely what it is you do. If someone chances upon your site, sees a mysterious tagline and can’t quite figure out what you’re all about, they’re outta there. You’ve lost a potential customer.
Instead, what you want is for someone to land on your site and instantly understand:
- What problem you can help solve
- Why you should be the one to do it
In essence, you need to come up with a succinct line that conveys what you do and explains who you do it for. The first part lets people know how you can help them, and the second part gives them something to relate to and makes them want you to be the one to help them. Because you get them, man.
Below are some fucking excellent taglines. They’re clever and precise. (Yours doesn’t need to be this good, but it does need to make sense.)
Get Rich Slowly: Personal finance that makes cents (LOVE THIS SO HARD)
Itty Biz: We build businesses. Even little ones
Make a Living Writing: Practical help for hungry writers
Nerd Fitness: Level up your life
You know without even visiting what each one of those websites is about, right? And that’s how you need your tagline to work, too.
(As an aside: each of those has a great business name, too. Some people say that your business name doesn’t matter that much, but it does — especially when you’re just starting out.)
Here’s How I Write Taglines
My process for coming up with taglines is surprisingly simple. Let’s take mine as an example.
Helping badass businesses write smokin’ hot words.
I start by asking myself a few questions:
- What are the different names for what I do?
- What are the different names for the people I do it for?
- What are some descriptive words that fit with my values and reflect what I’m all about?
And then I make lists. Big long lists of everything that comes to mind — even the crap I know I will never use. Just get it all down on paper.
1. What are the different names for what I do?
Writing, blog posts, web copy, copywriting, wordsmith, web content, SEO writing, article writing, copy, blogging, words, language, branding, marketing.
2. What are the different names for the people I do it for?
Entrepreneurs, freelancers, brands, companies, business owners, small business owners, businesses, biz owners, small biz owners, startups.
3. What are some descriptive words that fit with my values and reflect what I’m all about?
Untamed, wild, sassy, tough, fierce, rebellious, unruly, brazen, rule-breaking, ball-busting, feisty, like a boss, smokin’ hot, badass.
Once I’ve got my lists, I start experimenting with different combinations. And uh, that’s it really. (Told you it was simple.) Keep mixing things up until you come up with something you like.
My tagline went through several incarnations before I landed on one that felt right. And it’ll probably change again in the future. But right now, it accurately reflects my business. It does the job: conveys what I do and who I do it for.