Why Are So Many Company Tag Lines Missing in Action?
For the seventh straight year, I am rating web sites for the Webby Awards, the online equivalent to Oscars and Emmys. As in previous years, I’m encountering all too many sites where it’s tough to arrive at the site “cold” and know what the company does. Many of these sites are making the costly mistake of omitting a tag line from the top banner. We see the name of the site dressed up in pretty graphics, but that may not sufficiently explain the line of business the company is in, what kinds of clients they serve and how they differ from competitors… in short, what they do and why do business with them. First, let’s look at a couple of sites that do this reasonably well. TechSoup.org tells you clearly what it’s about and for whom in its tag line: “The Technology Place for Nonprofits.” ClearwaterLandscapes.com’s tag line, “Unique, Earth-Friendly and Affordable Garden Solutions,” likewise conveys through a few carefully chosen words that it sells products for environmentally conscious g
