Tagline Writing 101 [with 5 Templates!]
What is a tagline and why do I need one?
Your tagline is a brief explanation of who you are & what you do that you can place on your website and other marketing materials. It sums up in 1-2 sentences what service you provide or what problem you solve for your clients, and ideally gets them excited to reach out or just continue to explore the website.
Taglines are a key component of your homepage; they can be a super simple but incredibly useful tool to connect with the people who want to hire you! Your tagline is an opportunity to speak directly to potential clients about how you can help them and communicate whether your business’s values align with theirs.
What makes a great tagline?
The best taglines…
Are concise — so keep it as short as you can while still checking all the boxes.
Communicate what you can do for your client, how you help, what problem you solve.
Convey your core brand values.
Are descriptive rather than generic — e.g. “impactful” is always better than “amazing.”
Appeal to your niche (with location if applicable).
How do you write a great tagline?
First, you want to determine a few things. How would you describe what you do to a potential new client? What problem do they have and how do you solve it? What values are important to your business — and what values do you share with your clients? What feeling do you want people to get when they think about your brand; are you minimal and approachable, professional and chic, or fun and funky? Jot down your answers to these questions.
Next, you can construct the tagline. Try summing it all up yourself, or if you need a little help to jog your brain, plug your answers into some of the templates provided below. Customize as needed!
tagline writing Templates
01. I (what you do) for (who you do it for).
ALTERNATIVE: SUB “I” FOR YOUR JOB TITLE
Examples:
I help individuals and small teams express themselves with imaginative, high quality portrait photography.
Baltimore-based photographer taking colorful, creative portraits for individuals and small businesses.
02. I’m (your name), a (what you do) for (who you do it for).
Examples:
I’m Nadia, a portrait photographer in Baltimore creating clean, professional images for mission-driven businesses and nonprofits.
I’m Sam, a brand strategist creating playful, expertly crafted digital experiences your clients will never forget!
03. (Service description) for (target clients).
Examples:
Clean, professional portrait photography for passionate small business owners in Baltimore, Maryland.
Imaginative, high quality portrait photography for Baltimore-based small teams.
04. I (what you do) to (goal or result of your work).
Examples:
I transform boring branding into unforgettable marketing strategies to help creative professionals attract dream clients and charge what they’re worth.
05. (Verb)ing (who you work with) to (1-3 goals or results of your work)
Helping you and your team express your individuality with high quality portrait photography and perfect-fit brand marketing.
Guiding passionate brands to own their voice with stellar copywriting and personalized content coaching.
More examples:
I guide first-time authors through all the steps of marketing their self-published passion project. Feel the joy and security of knowing I have your back every step of the way.
I help small business owners to reach their full potential through individualized coaching services.
Highlight your team’s individuality with imaginative, professional portrait photography.
Baltimore-based photographer taking colorful, creative portraits for individuals and small businesses.
I hope you now have some inspiration percolating that will have the words flowing when you sit down to write your own tagline. If this guide was helpful, go ahead and share this post with someone you think could find it useful!
Still trying to find that tagline-writing magic? Feel free to check out my content development services. Happy writing!
