We can use the web page examples above for a lesson in web design – eye-catching tag lines. Visitors need to be drawn in quickly or they are on their way to a competitor’s web site. “Creating Picture Perfect Homes!” is just what people want their homes to look like – picture perfect. This home remodeling web site grabs the visitor’s imagination as to what the home remodel looks like once it is finished.

The tag line needs to be as few words as possible; a half-dozen choice words. The tag line must be benefit-driven. Forget the “We have been in business longer than dirt” tag lines. It is not about “the company” even though it is their web site. It is all about the visitor and his or her perceived need or want.

“Must have security apps”, “Every legal issue one legal source” and “Find a dentist you will love” all draw the visitor in.

Just surfing by www.apple.com their tag line reads: “The new iMac … The ultimate all-in-one … Now with the ultimate display”. www.adobe.com reads, “Adobe Creative Suite 4 … work faster with new timesaving features”. www.constantcontact.com says, “We’re helping 300,000+ businesses and organizations … They use Email Marketing, Online Surveys, and Event Marketing to grow their business.” These tag lines are concise and to the point.

Remember, tag lines do not have to be full, complete sentences or the visitor may be long gone before they reach the ending period.

Those that crunch numbers tell us we have about eight seconds to capture a visitor’s attention once they arrive at a web site. Take the time now to watch eight seconds go by on your watch or the computer’s clock. Eight seconds is not very long is it? If the visitor is not engaged in those first eight seconds expect them to head off to another internet venue; perhaps the competition.

 Tag lines are meant to excite, capture the imagination, promise solutions, the visitor. (The promise of a solution must be kept.) Tag lines such as “30 Years in Business” and “Largest Retailer on the Internet” do not motivate any visitor to stay and look around.

Owners of web sites are tired of hearing this but, it is not about them … It’s about the visitor!