Short answer: Write the headline so that someone who has never heard of you could say what you are, who it is for and what you do after reading one line. A reliable formula is “[What it is] for [who] that [does what]”. Keep the slogan, but put it second. Make sure the headline is a real <h1> in the HTML, not text inside an image or drawn by JavaScript. Unvibe reads your homepage like an AI does and tells you when it cannot work out what you are.
Why slogans fail
Headlines like “Work, reimagined” or “Where ideas happen” are made for people who already know the product from an ad, a friend or a logo. A language model reading your homepage has only the page. It looks for a sentence that states what you are. If the headline does not, it searches the rest of the page, and if that is vague too, it fills the gap with the most likely category. That is how a real business ends up described as the wrong thing, or left out of an answer because the assistant could not tell it fits the question.
The formula
[What it is] for [who] that [does what].
It is not poetry, and it does not have to be your final line. It is the sentence that makes sure nothing important is missing. Then you can write the version that sounds like you around it.
| Slogan | Clear headline |
|---|---|
| Work, reimagined. | Task management for small teams that keeps every project in one place. |
| Your smile, our passion. | Family dentist for adults and children, with same-day emergency appointments. |
| Money, but make it simple. | Invoicing software for freelancers that sends reminders so you get paid on time. |
| Made with love. | Handmade stoneware mugs and bowls, made to order and shipped worldwide. |
The examples are made up. Yours must say only things that are true and that your page backs up further down.
Where to put the slogan
Keep it. Use it as the line under the headline, or as a short tagline in the logo area. A person gets the feeling, a machine gets the facts. You do not have to choose.
Make sure it is real text
- In an
<h1>. One per page, in the HTML. Text inside an image is invisible to a crawler. - In the HTML the server sends. If your headline appears only after JavaScript runs, a crawler that does not run it sees an empty page. View the source to check, not “Inspect”.
- Repeated in the title and description. The page title and meta description should say the same thing in different words, so every source agrees.
The ten-second test
Show the headline alone to someone outside your industry for ten seconds. Ask what the company sells and who it is for. If they cannot say, an AI probably cannot either. Another check: copy the headline into an assistant and ask “What kind of business writes this?” If the answer is generic, so is the headline.
This is the first step of being understood. The next ones are making sure AI knows what your business is and answering the questions customers ask before they choose you.
Where Unvibe fits
You can run the ten-second test yourself. Unvibe runs a version of it on every checkup.
Does your homepage say what you are?
- Reads the page like AI does: works out what market you are in from your own pages and quotes the sentence it used.
- Says when it is guessing: if the pages do not make it clear, the checkup says so instead of pretending.
- Flags template leftovers: default titles and descriptions that say nothing.
- Suggested starting point: a title, description and headline built from how AI read your pages, for you to check and edit.
The identity check and how it decides are explained in the methodology docs.
Questions
Do I have to give up my brand voice?
No. Put the clear sentence in the headline and the voice in the line below or the rest of the page. Both can sit above the fold.
How long should the headline be?
Short enough to read at a glance, usually under about 12 words. If it needs more, move the detail into the first paragraph.
Does this help ordinary Google SEO too?
Yes. A headline that names what you are and who it is for matches what people search, and search engines use it to understand the page.