Know-How Exchange : Taglines/Names

Jay,

Our website was momstaxiserviceinc.com. Local officials already had us change our name, because the taxi companies complained we were competing against them unfairly, although the average of our client is 11. Our web address is mhmshuttles.com

Thank you for the feedback. Love the guarantee.

We are in the process of developing a new site. Check it out at:

https://new.paradoxcreates.com/moms/

Any additional comments would be great.

Marcus,

Thank you so much for you feedback. This would definitely be the most cost-effective approach. Comments appreciated.

I can easily understand your customers' misinterpretation of your activities - moms are widely understood to do things for free. I know this from first hand experience ;-)

The issue is to challenge this as having given something for free, it's always harder then to charge for it - and so Jay's idea of a guarantee is an excellent response. It implies that you are a professional organization from the outset. That you're more caring means that you could actually charge more.

Another thought is that your customers aren't age 11 - your customers, the people who actually pay you, are their parents. More importantly your branding does need to speak to them about your children and why your service is better than just using an ordinary taxi. The other aspect is to mitigate the unfairness felt by the taxi drivers (did they ever transport kids on a regular basis anyway???). My point is here that you need sensible rates so as not to spark a price war. I do not know how strongly the regulations are for taxi fares where you are; here in Europe they are cast in stone!

So much for the pre-amble. That is just me getting my head around the situation so that I can see it better.

So, how about "You'll know our drivers, they're your neighbor" sort of thing.
"A business built in your community"
"Your community getting you there more safely"

Your website is extremely good in many respects - it speaks to your audience, and most websites do not. Personally I'd wrap the data in a more engaging style, these are mums not dads. (Actually, you'd better check your books! It could be dads that are making these decisions!!!). (I don't know, you do!).
I do feel that you should be more up front about the costs rather than just saying "request a quote". Give your reader an idea what this service costs.

You also need a community newsletter to keep people who visited in the loop. That means they're reminded that you exist on a regular basis, and it also establishes trust. Especially when there are issues that arise through the day-to-day working of your enterprise. Confront them honestly and you'll find people will enjoy your newsletters. You'll find that a steady drip of new customers comes through your newsletter.

Another great response Moriarty, much appreciated.

I agree with Marcus. Keep it simple.

Your challenge should be to pre-sell the unique positioning benefit so that you have your target audience thinking, "I want this no matter how much it costs."

Nice concept, well-executed (IMHO).

Thanks to everyone who assisted in bringing clarity to our situation. Everyone's comments were very well thought out and helpful.

Best to you, Sherry