Hay up peeps.
A good tag line follows good conventions.
# Shouldn't be more than 8 words as it is too long and ppl wont read it,
# Ideally 5 words is best,
# Descriptive not fansical, if thats a word,
# Under the logo.
You can buy books that have 50 odd pages dedicated to them, I know.
Lets make an example.
Lets say your a graphical designer in Bedworth, okay stay with me here.
I'm a client looking for you guessed it a Graphical designer in Bedworth or nearby.
So I go onto your site and the first thing I see under your logo is your tag line while the rest of the page is loading, or at least I should, what do you think the best tag line for me would be to know you where possibily the right person for me?
Something like
Design is what you make it?
Or perhaps
Graphical designer based in Bedworth?
Now take into account that if you are a graphical designer in Bedworth your sites information scent, branding, whatever should all match up.
So your title element says?
Yep you guessed it
Your name ~ graphical designer based in Bedworth,
Good for the Search Engines good for ppl coming off the SERPs, as they know what you are.
You tag line says
Graphical designer based in Bedworth, and your text says stuff about graphical design and bedworth, your links pointing to your site contain the words
graphical designer based in Bedworth, and well TBH those clients are going to know that you are sheep farmer in Scottland, hold on where am I going with that.
Anyhoo yeah the Search Engines, more than 1 ppl, Hoovers not the only brand of vacum cleaner available, will get that idea as well so makes your life easier with them, which is a nice side effect of the fact that you are a graphcial designer based in Bedworth.
Now same example but this time you go with
Design is the future rolled into the past, or something else that doesn't make any logical sense whatsoever.
Your tag line, title element, text and links all pointing to your site say that, what do you think my impression, I could be a search engine or a user is?
Do I clearly know you are based in Bedworth and do the work I am looking for?
No.
So make it something logical, don't worry if you are the only one with it, make it for your users or clients and TBH you will reep the benefits.
Always think how will this benefit the user?
Not how will this confuse the living hell out of them?
The average time a user spends on any web page is 10 seconds, 54% of your users will only visit 2 pages before they give up and leave, average bounce rate is around 6%, 3% for an ecommerce site, so you therefore want to maximise that small time, making them think about illogical terms is not doing that.
Jaz