How to Write a Website Tagline [+7 Examples & Best Practices]

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A tagline is a short phrase that captures a company’s brand essence, personality, and positioning, and it is supposed to distinguish the company from its competitors; it should be short (not more than seven or eight words), clear, and to the point so that people can read and understand it at a glance.

Site Title Vs. Website Tagline

The site title is the name of your site that can be your own name or brand, and it sums up what the site is about, while a website tagline is used to develop the title in a descriptive phrase, providing the users more information about the company’s activity. So, a site title and the website tagline define the site identity.

Characteristics of Good Taglines

The idea of a good tagline has changed over time; there are different theories about what makes a great tagline. Some said it should be catchy, some said a good slogan is a memorable one, some said it should be likable, and some believed that a short phrase makes a good tagline. But in 2014, a group of researchers from Texas Tech University and the University of Georgia came up with the characteristics that make a great tagline. They are:

  1. Concise: the shorter it is, the easier it will be remembered.
  2. Catchy: it should catch the attention and imagination.
  3. Rhyme: rhyming phrases are proven to be more memorable.
  4. Timeless: if it is timeless, it can be used for a long time without changing.
  5. Unique: it shouldn’t be used before, and it should focus on the unique selling point (USP).
  6. Target audience: it should be in line with your audience’s age, gender, or location.

Here You Can See the Top 7 Brand Slogans:

  • Nike – “Just Do it.”
  • Apple – “Think Different”
  • L’Oreal – “Because you’re worth it.”
  • KFC – “It’s finger-lickin’ good.”
  • Coca-Cola – “Open Happiness”
  • Dunkin’ Donuts – “America runs on Dunkin.’”
  • McDonald’s – “I’m lovin’ it.”

Is a Tagline Different From a Slogan?

Slogans and taglines are confusing for many people since the purpose of both is the same. Both are supposed to be short catchphrases to summarize what a brand is actually about. 

The main difference between these two terms is that a tagline covers the brand as a whole, while a slogan is usually used in an advertising campaign to summarize a specific product. For example, Apple’s tagline is “Think Different,” and its famous slogan, which has been known for generations, is “This Changes Everything.”

What Is Tagline in WordPress?

The WordPress tagline represents a short description of your entire website. You can use the same tagline as the title, or you can use a separate title and tagline and by the use of a tagline, describe your website more accurately.

How to Write a Website Tagline?

Writing a tagline is a fun challenge if you know what your brand is actually about, and it is easy to write when you follow some steps.

Step 1: Identify Your Mission

The very first step to take for writing a tagline is thinking about your brand’s goals and knowing what your plans are. You need to consider the answer to questions like: “what is my brand’s purpose?” or “What thing(s) do my customers want me to do?”

You should consider the tagline you choose as your brand’s promise to the customers, and not making that promise achievable can cause you trouble.

In 2013, a man sued Redbull because he stated that the company’s slogan “Redbull gives you wings” was dishonest. After all, the judge accused the company of its false and misleading advertising claim, and Redbull company has agreed to pay out $13 million since, you know, Redbull does not give you wings!

Step 2: Brainstorm

Once you’ve identified your mission, it’s time to brainstorm your ideas. Start writing some words that focus on your brand’s overall mission and your brand’s benefits. You want the perfect tagline, so take your time and think deeply.

Step 3: Write an Informative Paragraph about Your Business

Now that you know your mission and have a bunch of ideas, you can write a paragraph detailing your brand’s objectives.

For example: “ we believe your content is telling a story about your brand. We help brands discover and tell their stories.” 

Step 4: Condense the Paragraph into one Line

 As we discussed earlier, your tagline should be short, to the point, and not more than seven or eight words. Now that you have written your informative paragraph, you should distill the core. You should be careful to build likability in your tagline, it should stir emotion, and be short and appropriate, not just short. You can check Column Five for more tagline ideas.

Step 5: Test Your Tagline 

This is the final step! It is time to share your chosen tagline with your co-workers and ideal customers and see how they respond, do they like it, and if they get your tagline message or not. 

Best Tips for Writing a Tagline

A tagline should be descriptive text and has to be in the form of a slogan so that people will remember it. The website tagline should be placed in the top navigation bar (header).

Tip 1: Keep It Short

A good tagline is a short one that can say a lot. For example, Coca-Cola uses “Open Happiness” as its tagline, and it says all a customer needs to read to buy one. 

Tip 2:  Keep It Simple

Your tagline should be simple and easy to read and understand, clearly, when the communication is easy, your mission is understood by more customers, and as a result, you will succeed in marketing.

Tip 3: Make It Functional

The perfect tagline is one that is short and memorable, and meanwhile, it explains what your offer to potential customers is.

Tip 4: Let People Know Who You Are

Your goal is to write a short sentence or phrase and describe your company and its advantages over your competitors in an encouraging way so that people are willing to become your loyal customers.

Tip 5: Play on Words

People are more likely to keep in mind a tagline if it is quipped. For instance, a local air conditioning company used this sentence as its tagline: “your wife is hot” which makes nearly all people laugh and talk about it later on.


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Shadi Sadri

Shadi is an experienced English teacher and a skilled translator who has been able to publish 4 books by the age of 25. After earning her master’s degree in TEFL from Elm-o-Sanaat university, she entered the digital marketing world and became a content writer at HooThemes to explore her passion for marketing and web design.