What Makes a Great Company Tagline?

Posted June 3rd, 2011 in Online Marketing and tagged by Emily

Did you know your company tagline can help you get new customers online? Let’s pretend you’re looking for a product on Google. You type in some search words and a long list of links appear below. You click on the first one and immediately scan the page to see if what you’re looking for is on the site.

If you can’t find it after a certain amount of time, you leave and try the next link. According to a Jakob Nielsen study, visitors will stay just 27 seconds before moving onto another site. Your goal is to make it as fast as possible for a visitor to figure out if you have what they want.

An effective tagline can be a big help. It always amazes me how so many of them are generic. Can you guess what either of these companies do?

Quality Service Pros
Approved professionals you can trust

Quality. Value. Delivery.

What if I changed them to:

Quality Service Pros
SW Florida’s guide to finding the best contractors

Griswold Pump Company
Designer and manufacturer of centrifugal pumps

Unless your company is a well known brand like Coca Cola or MacDonald’s, follow these tips for creating a great company tagline for your website:

1. Clearly state what your company does.

2. If you only service a specific area, include it in your tagline (or at least somewhere near the top of your page).

3. Keep it as short as possible.

4. Use simple words that are easy to understand.

Remember, you want someone who knows nothing about your company to immediately understand what you sell. Try writing lots of taglines and let a variety of people tell you which one they like best.


  1. Hal Alpiar Says:

    This article is terrible. The information it offers could easily have been provided by a three-year-old.

    If you go to http://www.halalpiar.com and put “themeline” in the search window, you’ll find far better and more pointed information on the subject.

    You’ll also see clearly why this article above fails to even scratch the surface of the headline question it asks.

    I don’t claim to have all the answers, and I don’t make a habit of complaining, but –in this case– it’s annoying to see a headline suggest a payoff and the article that follows not deliver.

    Hal Alpiar

  2. Emily Hirai Says:

    Hi Hal. I don’t mind criticism because I’m sure I don’t have all the answers either and besides it’s better to read more and learn from lots of different people and views. Unfortunately, the instructions to get to the article you mentioned don’t bring up anything directly related to the article. Can you please post the exact link to the page? Thanks!

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