The Underestimated Tagline and Why It’s time to Nail It
Speak to any business advisor and they will stress the importance of a “tagline” or “strap line”; your opportunity to articulate your product or service offering in a nutshell. Sitting underneath your logo on all of your marketing material, any prospect can quickly understand what your business is about and decide whether it’s for them.
For BMW, it’s “The Ultimate Driving Machine” and for Burning Fruit, it’s “Targeted Websites”. Highly established organisations such as Apple can afford to have a more conceptual tagline; their well-known brand affords them of this. However, for the smaller enterprise that doesn’t have millions to invest in their brand, a more concise tagline is helpful particularly when it comes to the value of a tagline on a website.
Capture Your Audience
When a visitor first lands on your website, they make a decision:
a) stay and explore or b) bounce away and look elsewhere.
It’s a crucial moment.
They make the decision based on whether they have arrived at the right place and they make it very quickly. You have a couple of seconds to draw them in and this needs to be done in this “prime real-estate” of your landing page, otherwise known as “above the fold”.
Targeting your website visitor with a well-formulated tagline will go a long way to capture their attention and keep them on your site. However, many SME’s still neglect the value of this opportunity and fail to include one.
Revisiting your company’s tagline to ensure it is successfully speaking to your target demographic is a worthy exercise. If you haven’t got one already, brainstorm some options and ask others for feedback to find one that effectively communicates your product or service and it’s value, this simple addition avoids guesswork for the user and improves their experience with you from the very start.