3 essentials for writing the perfect tagline.

When it comes to creating a website, most of us immediately think, “web design!!” Yet, it’s the content of your website—more specifically the copy—that will determine whether or not you start building a community and converting potential clients.

Sure, a beautiful website with pretty photos, colors, and the perfect font is what will initially peak someone’s interest. But it’s the message, the story, and the personality of your copy that will create real connection and intrigue.

And while I’m not going to dive into the details of full website copywriting (another time!), I wanted to share how to write the most important piece of copy for your homepage: the tagline.

It’s the most important because it’s the first bit of copy your website visitor is going to see, and it’s got to speak directly to your audience and their desired outcome.

Side note: Always make your website copy about your audience. Speak directly to them as if you were having a conversation.

Here are 3 essential pieces to crafting the perfect tagline for your brand:

1. Know your mission. The first thing you’ve got to be clear on before writing anything is what your brand stands for. What’s your mission as a service provider? Mine is co-creation: the act of coming together with my clients to bring their unique business vision and voice to life. Take a moment to consider what you’re all about.
2. Know your audience. The second most important thing is knowing your audience on an intimate level. What are they struggling with? What do they really want? What is their core desire and what are the things getting in the way of them having it? Knowing this will allow you to craft a message that will speak to their deepest wishes and position you as their solution.
3. Know your impact. The last thing to be crystal clear on is the tangible impact of working with you. What will your clients get from your services? How will their lives improve? What will they transform? Your tagline must speak to the end result so they know exactly what you help them resolve.

After you’ve taken the time to define these three pieces, start bringing them together in a short, yet empowering phrase. I love picking 5-10 adjectives and action-oriented verbs and playing around with different combinations until I find 3 that are unique, yet simple. I recommend keeping your tagline between 2-6 words so that it’s digestible and memorable.

If you’d like support crafting your tagline, I’m happy to help via a brand clarity session. In a 2-3 hour discussion, we’ll not only get you crystal clear on the three pieces above, but also define your unique voice and how to talk to your audience. Following our call, I’ll deliver up to 5 tagline options for you to choose from.

Contact me to learn more.