A website's ability to attract new visitors is an important aspect of its success. Once you have a new visitor on your home page, your next challenge is to convince them to stay. You have just a few seconds to sell the benefits of your website to a new visitor.
Keep reading on for advice on getting the message across quickly and clearly.
Unique Selling Proposition (USP)
We usually associate a phrase beside a logo as the tagline, or USP. A tagline or unique selling proposition should state the single most important benefit that the visitor will gain from using your website. Taglines are commonly used to support your marketing message.
Here are some examples of world famous taglines:
- "Earth's Biggest Bookstore" - Amazon.com
Amazon.com's tagline is to inform you that they offer the widest selection of books. They used this tagline before they expanded into other product areas of business. - "The Ultimate Driving Machine" - BMW.com
This tagline says you will get the ultimate driving experience with a BMW. - "We Love To See You Smile" - McDonald's
This tagline says you will smile, after the satisfaction received of eating at McDonald's
As you are aware, one of the benefits of the tagline is that it does not necessarily have to be 'true', in the purest form of the word. Is a BMW truly the 'ultimate' driving machine? Many will argue for and against this, but ultimately this is an opinion.
Here are some tips on putting together a tagline for your business:
- Take a look at other people's taglines to see what makes them work. Apply that learning to the creation of your tagline
- Your tagline must be simple, concise, clear, understandable and easily convey your marketing message
- Ensure your tagline can be understood by an international audience
- Be sure to include words or phrases that connect with your logo or the visual you are using
- Once you create a tagline to support your marketing message, stick with it over time. Don't change it just because you are tired of it. Some of the most well known taglines have been used for years. Your clients will become familiar with it.
The Welcome Message
If your Web site is not self-explanatory, it is recommended that you display a simple welcome message somewhere near the top of your home page.
Your welcome message should:
- Promote your Web site's USP, or benefit
- Explain what your Web site is about
The Browser's Title Bar
You need to display your Web site's title and tagline in the Web browser's title bar. To execute this, simply use the <TITLE> tag in the <HEAD> of each page you create.
When Web site visitor’s bookmark the Web page, the title will be used as the description of the link in their bookmark or favourites folder.
For more information on web design Melbourne and online marketing, get in touch with Whiteblack Digital on 1300 559 971 or info@whiteblackdigital.com.au.
