Question

Topic: Taglines/Names

Help With Developing Tagline For Website Auditing Business

Posted by Anonymous on 5/7/2010 at 3:32 PM ET 500 Points
Looking for help with developing a great tagline. I'm offering a lot of points to try to get a great one. I'm working with small businesses and nonprofits. Focus is on conducting website audits and can also do marketing work.

I'm a psychologist by training and have marketing experience. I want to highlight how I can use my psychological background to help clients with reviewing their websites from such perspective (e.g., can motivate people, cultivate relationships and help to retain them thus increasing profits and revenue). But I need a unique way of presenting this information.

Some words that have come to mind for a tagline are motivate and cultivate but I'm not sure if they will be appropriate.

Hoping you can help. Looking forward to your responses.

~Karen~

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RESPONSES

  • Posted by SteveByrneMarketing on 5/7/2010 at 4:25 PM Member
    Hi Karen,

    If you haven’t already, I suggest you google for other professional service providers that lead by offering an “audit program”, e.g. I had a legal client offering an audit of legal dept. process, a marketer offering a search marketing audit etc. Could be some gems in terms of creative platform and tone options that will work for you.

    Also, have you tried to find yourself online? Google for others with your unique psychologist plus positioning. I usually find something I wouldn’t have anticipated that gets my creative juices going.

    Hope this helps,

    Steve
  • Posted by Jay Hamilton-Roth on 5/7/2010 at 5:06 PM Accepted
    (Aside: Karen, if you haven't already secured a domain name for your business, I encourage you to do so. If you're wanting to be an expert at review/improving others website, you need to show by example of a powerful website that leads to results.)

    As you know, you want your tagline to point out a key (unique) benefit that you offer. Motivate/cultivate aren't the right verbs, since these aren't key benefits. For example, consider:

    Psychological Insights To Boost Your Website Effectiveness
    Reach Your Prospective Clients More Easily
    Get Into The Minds Of Your Customers
    The Psychology Of A Better Website
  • Posted on 5/7/2010 at 5:10 PM Moderator
    Depending on the business name, you might consider:

    So your website will make an impact

    So you'll be top of mind with your customers

    Optimizing the psychological impact of your website

    Getting into your customers' psyche

    Applied psychology for YOUR website

    And, FWIW, WebRedu says "REDO your website," not "audit your website." There's a huge difference, and it will probably scare your target audience if you lead with "redo." Maybe WebReview or WebRevu?
  • Posted on 5/7/2010 at 5:14 PM Moderator
    I hadn't seen Jay's suggestions when I posted mine. I think he's on the right track.

    How about "Psychotherapy for your website?"
  • Posted on 5/7/2010 at 5:24 PM Accepted
    You can always create a d/b/a for your LLC and just use that name. As long as you disclose that it's a d/b/a somewhere, that shouldn't be a problem. (Many don't even disclose it, and it would only be a problem if someone else feels your use of the name infringes on their rights. Not likely.)

    I am not an attorney, and this is not legal advice.
  • Posted by michael on 5/7/2010 at 6:28 PM Member
    To the wallet thru the mind.

    Now you know why they wanted to buy. (Swallowing flies comes to mind with that one)


    Michael
  • Posted on 5/9/2010 at 11:10 AM Accepted
    I think this exercise should begin with a clear statement of what you are trying to communicate. Don't worry if it's not in customer-friendly terms. Just set down in a simple sentence what it is you want people to take away.

    What does your target audience need to know/hear/read in order to get them to read more (or call, or take whatever action you want them to take)? What compelling benefit will they get if they do what you are suggesting?

    That's really all that matters. Let's start with the end in mind. What's in it for someone in your target audience to pay attention to you?
  • Posted on 5/9/2010 at 2:46 PM Accepted
    How about something that suggests:

    [BusinessName] shows you how to give website designers the insights that can improve the effectiveness of your online presence; or

    [BusinessName] works with website developers to communicate with your customers at a deeper level; or

    Your website developers are only as good as the direction you give them; [BusinessName] helps you give them better direction for reaching and influencing YOUR customers.


    These are not intended as slogans or taglines, but as descriptions of what you're offering that begin to express what's in it for your target audience. These are not carefully considered for wording or nuances, just a few ways to begin the positioning process for your business.

    (This positioning process, done right, can take weeks or months to get right, but it has to start somewhere, and it really needs to precede the tagline exercise, and perhaps the naming process as well.)
  • Posted on 5/10/2010 at 6:43 AM Accepted
    What is your positioning benefit? What's the compelling benefit promise that will get your target audience to take action?

    That's what should be driving the naming and tagline development.

    Stop thinking about what YOU want to do, and figure out what important unmet need your target audience has that you can satisfy. Then you can address that benefit in your name and tagline.

    "Web performance analysis and marketing services" are not benefits. They're descriptions of what you want to do.

    And "coach" is a weak word. Promise results, not "coaching." Small business owners don't think they need coaching as much as they need results. Become a player, not a coach or a cheerleader.
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