Is a Web tagline a branding statement, an advertising slogan or a description of what your site offers?

I vote for #3.

If it's clever, it can enhance your brand and add personality to your site. If it's clear, it tells a visitor where she has landed and what your site can do for her.

Clear is more important than clever

A Web tagline is a tiny but key piece of site usability. A good tag captures a visitor's attention and interest long enough for her to decide if she is in the right place. This makes it a first step in the sales process.

An ineffective tag leaves your visitor guessing what you do. It makes work for him or her--not a good way to introduce how your product or service solves a problem.

Note: Your tagline is the short phrase that appears at the top of every page of your site, usually next to the name of your company and often embedded in a graphic that is part of the page template.

I asked usability guru Jakob Nielsen to comment on the tension between "clear" and "clever" in crafting a good tagline. Here's how he responded:

Sign up for free to read the full article.

Take the first step (it's free).

Already a registered user? Sign in now.

Loading...

ABOUT THE AUTHOR

Debbie Weil is an online marketing and corporate blogging consultant based in Washington, DC. She blogs at www.DebbieWeil.com and www.BlogWriteForCEOs.com. Visit her main site at www.WordBiz.com.