Guides
Company tagline examples, and how to write one
We read the headline on 29 company homepages in October 2026. Fifteen run five words or fewer, and ten name AI. The examples, and how to write yours.
A company tagline is the short line a company uses so that people recognize it and what it offers. On a homepage, it is usually the headline at the top of the page. On October 24, 2026, we checked the homepages of 37 companies in the Index and took the headline of 29 of them. Fifteen of the 29 ran five words or fewer, the median was five words, and ten named AI or agents.
What is a company tagline?
Cambridge’s business dictionary defines a tagline as “a short, easily remembered phrase that a company uses in its advertisements”. The point, it adds, is “so that people will recognize it or its products”.
On a company’s own homepage, that line usually sits in the main heading. Of the 37 pages we checked, 29 carried such a line in their main heading. Three pages had no main heading at all. One held only the company’s name, and one cycled through a list of words.
Is a tagline the same as a slogan?
The two words overlap, and the dictionary’s tagline entry points to slogan as a related word. Both are short and easy to remember. The tagline entry ties the phrase to a company and its products. The slogan entry ties it to “an idea or a product”, and it lists “campaign slogan” among its uses.
Company tagline examples from 29 homepages
These are the headlines as each company’s homepage showed them on October 24, 2026, shortest first. Each name links to the company’s entry in the Index.
- Paddle: “Sell globally.” (2 words).
- Todoist: “Clarity, finally.” (2 words).
- Vercel: “Agentic Infrastructure” (2 words).
- Codecademy: “Develop your /skills” (3 words).
- Contra: “Get more creative” (3 words).
- Coursera: “Learn without limits” (3 words).
- 99designs: “Grow with great design” (4 words).
- ElevenLabs: “Bringing technology to life” (4 words).
- Raycast: “Your shortcut to everything.” (4 words).
- Bitwarden: “THE MOST TRUSTED PASSWORD MANAGER” (5 words).
- Gumroad: “Go from 0 to $1” (5 words).
- Penpot: “Think and build digital products.” (5 words).
- Sentry: “Code breaks, fix it faster” (5 words).
- Shopify: “Be the next AI all-star” (5 words).
- WooCommerce: “The most flexible ecommerce platform” (5 words).
- Calendly: “All the work around meetings, handled.” (6 words).
- Hugging Face: “The AI community building the future.” (6 words).
- MyFitnessPal: “The world’s #1 nutrition tracking app” (6 words).
- Notion: “Where teams and agents Think together.” (6 words).
- Stripe: “Financial infrastructure to grow your revenue.” (6 words).
- Airbyte: “Close the loop between systems and AI.” (7 words).
- Brilliant: “Your personal tutor for math and coding” (7 words).
- Mailchimp: “Turn ideas into emails & SMS that connect” (7 words).
- Metabase: “Open source AI analytics you can verify” (7 words).
- Wise: “The fast way to send money abroad” (7 words).
- 1Password: “Secure access for every human and AI agent” (8 words).
- Linear: “The product development system for teams and agents” (8 words).
- Ahrefs: “Make your business discoverable” and, after a dash, “in search, AI, and beyond” (9 words).
- Framer: “Framer is the pro website builder with a world-class design agent” (11 words).
How long should a tagline be?
The 29 headlines ran from 2 to 11 words. The median was five words and the mean 5.4, and 15 of the 29 used five words or fewer.
| 1 to 3 words | 6 |
|---|---|
| 4 to 5 words | 9 |
| 6 to 7 words | 10 |
| 8 or more | 4 |
The median headline on these homepages is five words long.
Source: TheCompanyIndex.com, our read of 37 company homepages on October 24, 2026 (29 with a usable headline)
Measured in characters, the headlines ran from 14 to 65, with a median of 33. Only four of the 29 used eight words or more, and Framer’s 11 words were the most.
Ten of the 29 name AI
Ten of the 29 headlines name AI, agents or “agentic”. They run from 1Password’s “every human and AI agent” to Vercel’s two words, “Agentic Infrastructure”.
| Name AI, agents or agentic | 10 |
|---|---|
| Do not | 19 |
Source: TheCompanyIndex.com, our read of 37 company homepages on October 24, 2026
How to write a company tagline
- Start from one sentence on what the company does. The Index asks every company for exactly that: one line of 10 to 90 characters.
- Cut it toward five words. That is the median of the 29 homepages, and 15 of the 29 stay at five words or fewer.
- Pick one shape. Eleven of the 29 open with a verb to the reader, such as Coursera’s “Learn without limits”. Others name the product, such as WooCommerce’s “The most flexible ecommerce platform”.
- Leave out the name. Only Framer puts its own name in its headline. The page title can carry the name: Google suggests the site name at the start or end of the title, set apart with a hyphen, colon or pipe.
- Reuse it in the page title. Google’s title link guide asks for descriptive and concise titles. Six of the 29 put their headline in the title, as Stripe does: “Stripe | Financial Infrastructure to Grow Your Revenue”.
The line the Index asks for
Every entry in TheCompanyIndex.com carries one line of 10 to 90 characters on what the company does. Each of the 29 headlines above would fit, since the longest runs 65 characters. A founder can add a company for free.
What this page could not check
Our read measures length and wording. It holds no click, recall or sales data, so it shows what companies write and cannot say which tagline works best. The 29 come from one index, most of them software companies, read on one day.
Eight of the 37 homepages are left out. Figma and Strava ask readers like ours to stay away in their robots.txt files, and Toptal blocked the read. Three pages had no main heading, Buffer’s heading is its name alone, and Postman’s cycles through a list of words. Headlines change often, so we read them again by January 24, 2027.
Sources
- Cambridge Business English Dictionary, “tagline”, Cambridge University Press, read October 24, 2026.
- Cambridge English Dictionary, “slogan”, Cambridge University Press, read October 24, 2026.
- Google Search Central, “Influencing your title links in search results”, documentation, read October 24, 2026.
- The homepages of the 29 companies listed above, read October 24, 2026.
- TheCompanyIndex.com, what an entry asks for, the /submit page, October 24, 2026.
Questions
What is a company tagline?
It is the short, easily remembered line a company uses so that people recognize it and its products, as Cambridge's business dictionary puts it. On 29 of the 37 company homepages we checked on October 24, 2026, that line was the main heading at the top of the page.
How long should a tagline be?
On the 29 company homepages we read on October 24, 2026, the headline ran 2 to 11 words, with a median of 5. Fifteen of the 29 used five words or fewer, and none was longer than 65 characters.
Are a tagline and a slogan the same?
They overlap. Cambridge defines both as short, easily remembered phrases. It ties a tagline to a company and its products, and a slogan to an idea or a product, with campaign slogan among its uses.
What is the purpose of a tagline?
To make a company and its products easy to recognize and remember, in the words of Cambridge's business dictionary.
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