Jakob Nielsen pushes for taglines
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Taglines, mottoes or mantras: they’re all good.
Guy Kawasaki likes mantras rather than missions. Jakob Nielsen seems to support a similar position in his latest Alertbox on company About Us web pages.
- Although there is some improvement there is still a way to go. We found a 9% improvement in the usability of About Us information on websites over the past 5 years. But companies and organizations still can’t explain what they do in one paragraph.
- Representing a company or organization on the Internet is one of a website’s most important jobs. Effectively explaining the company’s purpose and what it stands for provides essential support for all other website goals.
- At the top of your content pyramid, a good tagline helps users understand the rest of the site by providing context for the detailed content.
Of course if a company is unfocused, then it may be no surprise that they cannot come up with that tagline.
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