Writing the tagline or headline for your Squarespace website

One of the big intangibles of any website design is what the visitor sees first on the homepage, which is the imagery and text above the fold (an old newspaper term denoting the top half of the sheet.) 

Nail it and it immediately sets the tone for your brand. Miss it and you might be wondering why your analytics show such high bounce rates. 

What makes a good tagline or headline? I’ve finally started reading Donald Miller’s “Building a Storybrand: Clarity Your Message So Customers Listen” and it is full of easy to implement wisdom. Make your customer the hero, Miller says. And you definitely want to showcase what it is that you solve for your customers.

Make your headline short and powerful. Cut out any words that don’t add to the underlying point of the message, While everyone does cite Nike’s example of “Just Do It” as an ideal motto, it really is. It not only empowers the customer to become his or her inner athlete, the ethos behind the motto extends into areas beyond athletics and into the lifestyle segment, which Nike has a large market share of. Just three simple words that make the customer the hero.

Making the customer the hero

This is one of the most important principles in Miller’s book. Most often, businesses want to make themselves the hero that saves the day. But if you make your customer the hero he or she identifies with the potential success that is promised.

Another classic example is Apple. “Think different” is their tagline and it works in so many ways. Again, the phrase is short and powerful. The concept could mean that Apple thinks differently or that the customer is the type of person who thinks differently. It has worked magically for the brand as their products are ubiquitous and represent very much the opposite of being different. But yet, the customer believes that they are setting themselves apart from the pack. The product itself works well and is easy to use and play well with other Apple products, creating a universe of compatibility that engrains users to buy more from within the brand. 

So what? Who cares? Why you?

These questions are a standard part of my client onboarding process. I learned it from a public relations firm I worked for. It was used to find a newsworthy angle to pitch to the media. The same technique works to bring out what’s important in a business.

Think of the reason you got into the business you are in. Simon Sinek’s book “Start With Why” is an essential read on this topic. I tap into my creative side to help others achieve their business goals. I could expound upon that idea, but it’s essential to keep that message simple.

Solve Your Customers’ Problem

If you can sell aspirin, you will forever have a viable product. Take away a headache and demonstrate how you can to your core audience. Reverse engineer what it is you do and how it helps your customers’ lives. 

If you are a chiropractor, for example, it’s not enough to declare that you help people live pain-free. Every chiropractor promises that. Do you have an approach that separates you from the pack? My chiropractor sees back pain as a window into one’s overall health and offers guidance on diet, stress, and other factors that may be causing back pain. This, to me, is a strong reason to see him over other chiropractors. He has written books about his approach and he markets his integrative approach towards his practice.

His methodology works for me. I had neck pain and he diagnosed it was from sitting too long at a computer with a position that is not optimal for my spinal health. I became his customer for life, but it began with his initial unique selling proposition.

You only have one chance to make a first impression

It’s true. First impressions are really crucial because there are so many options available to us through the power of the internet opening opportunities in a wider marketplace. Don’t be gimmicky, just dig deep and think about yourself and your business. I work with many solo entrepreneurs and I believe that we each have a reason that fuels us to get into what we do. Channel that passion and communicate clearly (and succinctly) how you will help solve the prospect’s issue. 

That said, the image or images that go with the words are just as important. Let’s go back to Nike. Just go onto their homepage at Nike.com. I guarantee you, that first image and words will be inspiring to its intended audience. As I write this I see they are promoting a sale for members, which works given the current anxiety around the economy. Coupled with images of happy, cool-looking, stylish people, NIke is telling us, shop with us, feel good, and you don’t have to spend that much. They can leverage this type of simple messaging as they’ve earned a reputation over decades of creating that brand identity and trust.

I had the opportunity to visit Nike headquarters in Beaverton, Oregon because my cousin works there. I witnessed firsthand how the company embodies its brand identity at the core. Specifically, the new Lebron James building showed his career milestones and displayed how he fulfilled expectations and accomplished what he has through his hard work. The messaging here is not on display to the most of the outside world, but the fact is Nike embodies its core brand identity of taking action, to Just Do It, a simple powerful message that even if you are not born with Lebron’s talent, if you Just Do It you can channel the best version of yourself as an athlete. And, if you wear Nike gear it helps you more towards that vision, is what they promise. Even though we know what they sell is just cotton or rubber and leather, the brand represents a cool factor that anyone can tap into.

How are you going to change someone’s life?

It may not be enough to have a simple promise, sometimes you have to show how dramatic the ramifications of not using your product or service is going to affect your prospect’s life. If you don’t hire the most-well-reviewed HVAC service in Cherry Hill, New Jersey, you’re not going to have a comfortable environment in your home that is worry-free. So you take that notion and you reverse engineer it. 

“A comfortable home for years to come,” would be a good starting point. Can you make that sharper? More clearly defined? How about: “Comfortable homes, guaranteed”? Keep sharpening the message over and over.

As a homeowner the ability to reduce your need for maintenance leads to a happier life. Isn’t that the promise of a good HVAC service provider? The home that remains at a comfortable temperature is the actual service provided, but the reality is the homeowners do not want to fuss with their home environment controls. He or she simply wants to enjoy their home and if they have kids, make a good home for their kids.

Speaking of kids, it’s important to know the pain points of your audience. Moms and dads are really protective of their children and if you can play into the emotional appeal of protecting them, then you are hitting a deep, sensitive area of their motivation to buy a product or service.

Back to Nike: They promise relatively affordable cool. For $120 you can become a stylish member of society. Look as relaxed and easygoing as the models wearing their sneakers and clothing. It’s all a very calculated brand strategy that hits at every touch point. Nike shoe boxes have even become part of the brand experience.

Explore the deepest desires of the psyche of your customer. For me as a website designer, I want to provide a website design that gives my clients a significant brand property that they can really be proud of. This instills confidence in their brand and that allows them to sell with confidence and allow their website to boost conversions.

Exclusivity can also play into the desire to purchase

Fear of missing out. FOMO as they call it these days. It’s a strong motivator. I’ve fallen for it. Limited edition. Limited time offer. Get 40 percent off until midnight. I can tell you about all the tactics I use to defend myself against unnecessary purchases, but I’m here to advocate for the seller. Use that exclusivity/premium feel to your advantage.

As a service provider, the level of quality that I can offer is limited by my time to provide that service at a level that I promise. I want to show that if you want to hire me as your website designer, you have to act quickly to secure your dedicated time with me. It’s absolutely true. And in order to work with me, you have to commit to me so I can commit to you.

Write with nouns not adjectives

A lot of taglines I’ll see will be along the lines of “Premier Family Dental Services in…” A superlative does very little to convince your prospects that you truly are the best in the region. Instead use a more concrete description. “Modern Treatment With a Staff That Listens.” Use whatever it is that is the hallmark of the company culture. My example above is very average and that should be expected for the first go. Keep refining. Eliminate unnecessary words. Brainstorm while not outright rejecting anything. Progress the core concept. 

The other cliched tagline is the one that declares the business as “the best kept secret.” While it may be true, it’s a crutch that eliminates the opportunity to tell your own story succinctly. That’s why you need to dig deep to unearth the real reason your business is different.

I remember when I first met the owner of the gym I decided to join. I flat out asked him “So what makes your gym different from other gyms?” Without hesitation, he answered. “The coaching.” While that answer may be true, it didn’t convince me right then and there that it was the place for me. I gave it a shot because I liked many attributes of the owner and his owner, but I soon discovered the difference in this particular gym was that they care about long-term health over short-term gains. Something that conveyed that notion would make them stand out in a pack of other gyms. The problem isn’t in promoting the quality of their coaching, it’s just hard to quantify that attribute. If you were to choose to use the coaching excellence in the tagline, then it would have to be more concrete.

Always refine

Writing a tagline should be a process. From your initial burst of a paragraph describing your business, you want to whittle it down and keep stripping away any unnecessary words until you have a simple powerful statement. Don’t worry if you don’t nail it completely on your first try.

Make sure that you make your customer the hero. What benefits does your business offer? Don’t focus on features. We are all seeking happiness.