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The test for a tagline is simple. Can someone who's never heard of your company read it and tell you what you sell?
If they can't, it's not doing work. It might be doing something else. Setting a mood. Sounding confident. Filling space on a hero section.
But it's not helping a buyer understand what you do.
The best taglines I've seen in B2B are almost boring. They describe the category, name the buyer, or state the outcome. No metaphor. No wordplay. Just clarity.
"Accounting software for small businesses." You know exactly what it is and who it's for.
If your tagline needs an explanation, the tagline is the explanation.
The descriptive version clearly wins for cold traffic. Does a line like Distribution, Engineered pass your test on its own, or is it there to set the tone while the hero copy right under it does the explaining?
Spot on. A tagline should explain the product not act as a puzzle buyers have to solve.
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