Know-How Exchange : Taglines/Names

Forgive me, but to help me understand your company, I decided to search for and look at your website -- https://rockpointegroup.com/flash/main_v8.swf

I know you're not asking for help with the site, and I'm not a site designer. But I've got to tell you that your site is a bit off-putting.

I didn't like the flash on the home page, I didn't like the music constantly playing in the background, and I didn't like the "Read More" feature that brings up a very small -- unreadable -- box with more information. Please make those boxes and text inside them bigger.

And I noticed the "headlines" near the bottom of some pages were actually the first three or four words of the paragraph that follows. But on other pages, those "headlines" are really headlines -- standalones. It was confusing.

Please urge MarketingProf members to look over your site and give you their input -- at the same time they help you with your tagline. You may discover ways to improve the site, and you may discover I'm way offbase. But I believe your website is critical to your recruitment firm's success, and seeing your site will help people create taglines.

Again, my apologies for giving a critique of your site when you never asked for one. I hope I'll be able to suggest a tagline in the next day or two.

I agree with the others: You have much bigger problems than the tagline. The company name requires too much of your tagline. Your website is hard to take (reverse type, annoying music, etc.), does not reflect the industry you're targeting, and doesn't communicate a clear benefit-oriented positioning.

I suspect you don't have a well-articulated positioning statement or marketing strategy, and that's at the heart of the issue.

Maybe you should begin by telling us what the purpose of the website is, who your target audience is, and what important and unique benefit you deliver to your target audience? Why should someone retain you and not one of the other dozen/hundred recruiters? What makes you different from, and better than, your competitors?

BTW, even if you changed the name and the website tomorrow, you would need to answer these questions if you want a solid, effective tagline.