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The home page is arguably the most important part of your website. This can, of course, lead it to be one of the most difficult to design. Trying to accommodate all of the necessities (and keep the most important of them “above the fold��) can cause a lot of consternation. The most important task of the home page is to convey the big picture—it needs to make clear what your site is, and what visitors can do there. That clarity needs to be right on the surface, to be gained at a glance with a minimum of thought.

A simple way to begin introducing the gist of your website is in the tagline. This blurb should be located right next to your Site ID, so that a visitor knows to read it as a description of your website. A good tagline is short and sweet; it should make a clear statement about the value of your website (check out the examples on page 104). A six to eight word tagline is long enough to convey accurate information, but still short enough to be absorbed quickly by visitors.

Take a look at the example homepages on pages 113 and 114, and take special notice of the taglines. Do you think that they convey an accurate picture of what each website really is? What about your own homepage? Do you have a good tagline?

A good tagline is so important - it's a quick way to determine if you're on the right site -

And it's not just your tag line - your URL should have some relationship to your company's name and logo - the tagline and meta description should both reinforce the URL and company name and logo - it all needs to work together and provide a unifying message -

This was a great chapter. It reaffirmed a lot of what I subconsciously focus on when coming to a new site. It's true, a good tagline is the single-most powerful, condensed, compact expression of your business that you can have. They play an important role is setting visitors�� expectations. I found this article on the best taglines on the internet...

This is a clever one from Get Rich Slowly: "Personal finance that makes cents."

Taglines have always been important. I like how he brings in those from off-line entities. One of the branding periodicals I read has an annual ranking of taglines. A plumbing company won a number of years ago. Their tagline: "We're number one in the number two business."
It is amazing as well how we can either see the trees or the forest and it takes outside eyes to get us to see the other version, the complete version.

Interesting that the tagline cannot really generate money or clients for a site, but the lack thereof can certainly cause a loss.