Blog taglines don’t have to sound cute or clever. However, those big brand names, with their playful jingles and catchy words, can make any budding blogger feel inferior because they couldn’t hire Don Draper to execute a chic marketing campaign.
However, it’s perfectly possible to write one without any witty wordsmithing. This post teaches you how to do just that.
You’ll learn the following:
- What are blog taglines?
- Why do blog taglines matter?
- How to create a tagline for your blog
- Blog tagline examples
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What Are Blog Taglines?
A good tagline describes what your blog is about in a single sentence.
It explains what you do, how you help, and displays immediately following your title. Here’s how they typically appear in search results:
Notice how the search result contains three elements:
- The blog’s name (or company name)
- The tagline
- A meta description
If you only saw the company name “Expressfy,” you’d have no idea what they did. It’s not until you read the tagline that you understand how they can help you.
Why Are Blog Taglines Important?
A good tagline is essential for three reasons:
- It explains what you do
- Qualifies your reader
- Is a ranking signal
Let’s unpack that.
The world wide web has become an indispensable informational resource. There are over 5 billion internet users globally, according to Statista.
People turn to it for answers because, nowadays, you can solve most problems with a quick Google search. We’re used to getting things fast; we skim and are always in a hurry.
Saying more with less is vital for successful online content marketing. And that applies to your website too.
Explains What You Do
Your tagline is a 10-second elevator pitch telling visitors what you do. And with any great pitch, it’s best to make it as clear and concise as possible.
It serves as the front door for your business – people know where they’re headed because they read the sign.
People won’t stick around if your blog’s subject matter is unclear.
Marketer Donald Miller refers to this as passing the “grunt test.” It means could a caveman look at your website and immediately grunt what you offer.
Using the above Expressfy screenshot, if you’re starting a dropshipping business with Shopify, you’re likely to remain on that site to find more details about how they can solve your problem.
Qualifies Your Reader
A good tagline also makes sure the right people are on your site.
The quicker you get them nodding in agreement, saying, “Yep, this site’s for me!” the easier it’ll be to retain readership.
Using the above screenshot again, if you’re searching for pet supplies for your cat, you’re not going to waste your time on Expressfy’s website because starting a dropshipping business isn’t what you’re searching for.
It’s clearly stated who they help (people starting a dropshipping business). Blog taglines qualify your website visitors because they inform you which target audience they serve.
You can also use your blog’s header on the homepage to do this job. For example, take a look at Morning Brew’s:
Helps with Rankings
A good tagline improves engagement, signaling to Google that people like your blog.
Once search engines discover people are finding what they need from your site, they’ll start displaying it more frequently in search results.
This can positively affect an incremental rankings boost because it’s Google’s job to provide searchers with the most relevant content.
Focus on how you help, and you’ve already won. Unfortunately, many blogs neglect this, focus on features, or rely on being witty.
How Do I Create A Tagline for My Blog?
Writing a blog tagline isn’t as hard as it sounds.
If you follow these ingredients, you should have no trouble creating clear, concise copy that signals to readers they’ve reached the right spot.
Here’s a 3-step system you can use. First, when crafting your blog’s tagline, start by answering these questions:
- What does your blog do?
- Who does your blog help?
- What will your blog readers get?
This idea comes from Clay Hebert’s Perfect Intro formula. Clay distilled what he considered the essential components of a great intro into four parts:
- I (you’re the person introducing yourself)
- Help (or a variation of it)
- Who you help (whoever that happens to be, clients, customers, your audience)
- Get desired result (what you help them be or become)
For example, if you’re an affiliate for ConvertKit, you could say, “ConvertKit helps you optimize your email marketing so you can earn a living as an online creator.”
Now, shorten that for a tagline (ConvertKit’s):
- Email marketing (what they do) for online creators (who they help)
Sidenote: You can also use The Perfect Intro Formula in blog posts, meta descriptions, and social media.
What You Do
You may decide you only need one of the components.
For example, Lasso’s co-founder Matt runs a site called Money Lab. His tagline only tells you what he does:
Writing a tagline can also feed into writing your blog’s bio. The difference being your bio will be an expanded version of your tagline.
What They’ll Get
Alternatively, emphasizing the desired outcome is helpful because people always want to know what’s in it for them.
Try focusing on what they’ll get, like Ahrefs:
You can model that on your blog’s homepage too:
Who You Help
Include your target audience in your tagline if it makes sense—for example, people like being part of a group.
In his book Tribe, Sebastian Junger mentions, “We have a strong instinct to belong to small groups defined by clear purpose and understanding.”
It’ll help you build a stronger connection with your visitors when they know your blog is exclusively for them. Flaviar does this well:
“Fine Spirits & Whiskey Club” sums up what their site’s about, and it’s simple to determine their target audience.
Their homepage modifies it but still keeps its focus on a specific demographic:
But, again, clarifying who you help removes your reader’s doubt.
It can also make them stop and think, “Oh wow, this website is a fine spirits and whiskey club. I love whiskey. Maybe I should explore this site too….”
Sidenote: Telling them who you help has the added benefit of attracting more leads. Categorizing people into groups can help you find your perfect customer and capture the right people.
If your blog name (or product) has a short title, you can add plenty of modifiers to the tagline, like Flipping Fifty’s Fit U:
Your blog can’t be for everyone. So, it’s a good idea to keep it simple and focus on the audience you mean to serve.
Bring the reader on your journey; your site’s for them, so celebrate that. Make it easy for them to get to know you by keeping your copy:
7 Helpful Tips When Mining for Blog Tagline Ideas
Here’s a short list of additional strategies to try if you’re still coming up short.
1. Experiment with Inversion Thinking
If you can’t figure it out, start from what your blog IS NOT.
This can help with idea generation. Sometimes starting from the negative helps overcome mental blocks.
Bestselling author James Clear mentions on his blog how inversion thinking helps eliminate barriers and challenge the status quo:
Great thinkers, icons, and innovators think forward and backward. Occasionally, they drive their brain in reverse.
This process can help you discover things you want your blog to avoid.
Starting from the negative also addresses your readers’ pain points (which you can call out in your tagline or header).
2. Mention Your USP
Here’s where mentioning your unique selling proposition (USP) comes in handy.
Tell them what you do and how it’s different from everyone else. People love novelty.
For example, Death Wish Coffee uses the bold claim “World’s Strongest Coffee” as their tagline and header:
You have the opportunity to surprise and delight them with your copy. It’s rooted in what you do, but how you do it can make you stand out.
Tip: Try adding a bold claim to your tagline to get attention.
Side Hustle Nation’s Nick Loper’s tagline mentions how his site teaches you to earn money in your spare time:
You don’t typically think about making money in your spare time, as most people associate that with leisure activities.
3. Reflect Your Personality
Every blog is different.
For example, This Is Why I’m Broke (TIWIB) is a different kind of affiliate site than The Wirecutter.
And their taglines reflect that. For example, TIWIB reads:
- The Internet’s Mall
Compare that to The Wirecutter’s:
- New Product Reviews, Deals, and Buying Advice
Mark Manson’s slightly irreverent personality shines on his personal development blog:
Profanity isn’t usually expected, but it gets your attention and reflects Mark’s unique outlook. For example, you don’t see that tone on life coach Tony Robbins’ website.
4. Make It Timebound
Addressing how quickly your readers can accomplish something in this digital age is attractive copy. For example, using Morning Brew’s model from earlier:
- Get smarter in 5 minutes
This follows the formula of the desired outcome they get + timeframe.
- Get smarter (desired outcome) in 5 minutes (timeframe)
Tip: You can mix and match these formulas to fit your blog’s style. For example, try using “what you do” + “timeframe” or “what they get” + “who you help.” Experiment with different models until you find a catchy tagline.
Or, combine your USP with a timeframe. Using Death Wish Coffee again, your new tagline could be “World’s Strongest Coffee In 5 Minutes.”
5. Use Antithesis
Antithesis is a fancy way of saying “use opposites” in your writing.
It’s a simple and effective way to pair contrasting terms. Remember Neil Armstrong’s famous line?: “One small step for man, one giant leap for mankind.”
So, how can you use it when you’re blogging? Consider Tiny Buddha’s tagline:
“Simple wisdom for complex lives.”
A framework for coming up with ways to use Antithesis is to start with these two elements:
- What you offer
- A pain point your readers have
So, Tiny Buddha’s would be:
- Wisdom (what they offer)
- People living busy, complex lives (pain point)
Then, mix and match opposite adjectives for your offering and the customer’s pain point.
Sidenote: Sometimes, all you need to do is precede your offering with words like simple, easy, or quick to get their attention. For example, “quick tips” or “simple solutions.”
6. Brainstorm Related Keywords with a Thesaurus
Good ‘ole fashioned brainstorming helps jumpstart ideas too.
Try Googling your primary topic, plus its synonyms. For example, enter the term “travel + synonyms if you run a travel blog.”
There are a couple of great online resources to help with this. OneLook Thesaurus lets you apply filters for things, including:
- Letter (e.g., if you need a word that starts with a specific letter)
- Number of letters
- Also related to
- Rhymes with
Free Thesaurus gives you a mind map of related words. Here’s what I got when testing the term “ketogenic diet”:
Idioms.TheFreeDictionary lets you find expressions of a specific word.
For example, if you’re looking for an expression using the word “bang,” type it into the box. “A bang for your buck” appears along with hundreds of other expressions featuring the word “bang.”
7. Adjust for Search Results
Aim to have your blog’s tagline displayed in the SERPs. There is a 60-character limit before it gets truncated, so choose your words carefully.
Keep your count below that number to avoid this.
Here, the meta description beneath the headline displays the same text, so you still see it.
Try using your blog’s meta description field as an extended tagline to say more about your blog, like this example:
If you use a plugin like Yoast SEO for WordPress, you can use the extended tagline by heading to Yoast SEO > Search Appearance and entering yours into the meta description field:
Then, your homepage will display that description in search results.
What Are Some Good Taglines? (10 Examples)
Some of the best taglines to swipe.
|Website||Tagline||Why It Works & Strategy|
|Deadspin.com||Sports news without fear, favor, or compromise||Addresses an objection people have with sports commentary|
|Gawker.com||Today’s gossip is tomorrow’s news||Antithesis technique pairing “today” with “tomorrow”|
|NerdFitness.com||Level up your life||Uses his audience’s language ("level up your life" is a gaming expression)|
|MaiTaiUK.com||Dinner dates for busy professionals||Uses the "what they do" with "who they help" formula|
|RainbowPlantLife.com||Outstanding vegan recipes||Uses "what they do"(who they help is implied)|
Classic Examples of Great Taglines
Here are a few models to inspire you further. What’s worth noting is how vague these slogans are despite having been around a long time.
- Apple | Think different
- Nike | Just do it
- L’oreal | Because you’re worth it
- Mcdonald’s | I’m lovin’ it
- M&M’s | Melts in your mouth, not in your hands
Big brand names can get away with that. Since so many people already know them, they can afford to be “vague.”
For example, Apple’s “Think Different” doesn’t mention what they do, who they help, or what you’ll get — but it doesn’t matter.
Here’s another thing:
The online world displays items differently.
When Googling Apple, McDonald’s, and the rest of the brand name examples (except Nike), the taglines were simple descriptions displayed in the SERPs — not catchy slogans.
For example, McDonald’s:
People turn to the web for information. So, it’s a good idea to lean towards simple descriptions catered to what you do, what they’ll get, or who you help.
Does My Blog Need A Tagline?
While there’s no hard and fast rule saying you NEED to have the perfect tagline, it can’t hurt.
It gives you an excellent chance to make a good first impression (especially if you’re running a new blog).
More people are likely to click the search result with a clear tagline versus an ambiguous one (or none at all).
How to Add Your Own Tagline In WordPress
There are two ways you can do it.
From inside your WordPress dashboard, head to Settings > General.
In the field labeled “Tagline,” add (or update) it there:
Then, scroll to the bottom and click “Save Changes.”
You can also do it by clicking Visit Site > Customize from your WordPress dashboard.
But, first, click “Visit Site” in the upper left corner of your screen.
Then, click “Customize.”
Next, click “Site Identity.”
Then, enter yours into the field labeled “Tagline” just below your blog’s title:
You don’t need a witty catchphrase for your website.
It’s better to be clear about what you do using a few words than trying to be clever. Even those big brand names didn’t use cute blog taglines (as displayed in the SERPs).
All you have to do is implement the tips described here, and you’ll be fine.
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