Content Marketing

How to Write Blog Taglines (+10 Examples Readers Love)

Blog taglines help people know what your website is about. But what should they say? This post details a framework to help craft a winner.

Sean Brison December 29, 2022
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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

Let’s go. 

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:

expressfy blog tagline appearing in the serp

 

Notice how the search result contains three elements:

  1. The blog’s name (or company name)
  2. The tagline
  3. 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.

number of internet users globally is over 5 billion statistic bar graph

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:

morningbrew blog tagline

 

Further Reading:

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.

But it’s better to follow this timeless copywriting saying: “be clear, not clever.”

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:

  1. What does your blog do?
  2. Who does your blog help?
  3. 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)

computer monitor with annotated breakdown of four parts of perfect intro formula displayed on left side of monitor

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.

Further Reading:

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:

money lab blog taglines

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:

ahrefs tagline in the serps

 

You can model that on your blog’s homepage too:

ahrefs blog tagline

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:

flaviar tagline in the serps

“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:

flaviar blog tagline on homepage

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:

fit u blog tagline

Super specific!

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:

  • Short
  • Descriptive
  • Benefit-driven

Further Reading:

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:

death wish coffee blog taglines

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:

nick loper blog tagline in the serp

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:

mark manson's blog taglines from his site

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:

tiny buddha blog tagline on its website

 

“Simple wisdom for complex lives.”

A framework for coming up with ways to use Antithesis is to start with these two elements:

  1. What you offer
  2. 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
one look thesaurus advanced filter settings

Free Thesaurus gives you a mind map of related words. Here’s what I got when testing the term “ketogenic diet”:

free thesaurus mind map example

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.”

Further Reading:

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.

truncated blog tagline result in the serps

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:

serp example of using the extended blog tagline field

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:

clicking site appearance in wordpress and use the meta description space for your blog tagline

Then, your homepage will display that description in search results.

Further Reading:

What Are Some Good Taglines? (10 Examples)

Some of the best taglines to swipe. 

WebsiteTaglineWhy It Works & Strategy
Deadspin.comSports news without fear, favor, or compromiseAddresses an objection people have with sports commentary
Gawker.comToday’s gossip is tomorrow’s newsAntithesis technique pairing  “today” with “tomorrow”
NerdFitness.comLevel up your lifeUses his audience’s language ("level up your life" is a gaming expression)
MaiTaiUK.comDinner dates for busy professionalsUses the "what they do" with "who they help" formula
RainbowPlantLife.comOutstanding vegan recipesUses "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:

mcdonald's blog tagline in the serp

 

Or M&M’s:

m and m blog tagline in the serp

 

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:

heading to settings in the wordpress dashboard

 

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.

clicking "visit site" in the upper left corner of your WordPress dashboard to change your blog taglines

 

Then, click “Customize.”

clicking customize in the navbar of your website to change the blog taglines when editing

 

Next, click “Site Identity.”

clicking site identity when customizing your site

 

Then, enter yours into the field labeled “Tagline” just below your blog’s title:

entering new blog taglines in the field titled tagline

Last Words

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.

If you’d like to learn more about creating epic content that hooks readers, gets traffic, and generates revenue, join our newsletter, The Monday Marketer.

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