Know-How Exchange : Taglines/Names

A slogan/tagline alone won't bring in orders. Start with understanding why Etsy is producing more orders. Are you getting more traffic? Better traffic? Better ranking for keywords? Then re-look at your website and its traffic. What are people searching for? How much traffic?

Your home page is likely to do better for you by having an image of a healthy person that looks like your target audience, rather than a bar of soap. You're selling soap, but people are likely buying the luxury & benefits of your soap - which is a different presentation.

Bath Body & Splash
Making Hot Water Nicer
Making Bathrooms Smell Nicer

More than a tagline, your homepage needs to communicate (visually) a benefit. Where's the image of a happy customer?

You may want to start with a benefit-oriented Positioning Statement that lays out the unique and important benefit your product will deliver. It's all about the brand benefit, not the specific product features. You probably want to extend the benefit to include the emotional payoff for the user.

On Etsy people understand that it's all about the craft. On your website you need to provide a clear statement of the benefit, or end-benefit, you deliver.

How do people find your website? What gets them there in the first place?

I agree with Jay and Michael: a slogan or tag line alone won't bring in new business, nor will these devices increase sales. If you're generating more sales through Etsy than you're driving throughout the site outlined in your link it may be time to direct ALL traffic to the place where people ARE buying.

To invest more resources, time, and effort into what may be a failing site may not serve you well six months or a year from now. What is it about the Etsy site that's bringing people in and that's driving sales? If your current site (above) is one you MUST retain, than it makes more sense to figure out what the Etsy site is doing that the site above is not doing and then applying this things to the site above.