We closed the domain naming thread (click for details).

Instead, let's start with a killer "elevator pitch!" Joel will be blogging about the elevator pitch approach to naming, but to get you started:

The Elevator Pitch

This isn't as easy as it sounds. Imagine the user who will never read your FAQ and you have two seconds to grab their attention. It should be catchy but descriptive. It should be thoroughly clear but painfully concise. Make every... word... count.

Here are some creative examples:

  • Gawker: Daily Manhattan media news and gossip. Reporting live from the center of the universe.
  • Gizmodo: The gadget guide. So much in love with shiny new toys, it’s unnatural.
  • Autoblog: We obsessively cover the auto industry.
  • DumbLittleMan: So what do we do here? Well, it’s simple. 15 to 20 times per week we provide tips that will save you money, increase your productivity, or simply keep you sane.
  • Needcoffee.com: We are the Internet equivalent of a triple espresso with whipped cream. Mmmm…whipped cream.

Use it as a Tagline

A shorter elevator pitch can be used as a tagline — something you can display in the header at the top of the page. If it doesn't fit, consider shortening it or creating a separate tagline. Here are some great examples:

The Motto (don't forget your logo)

A logo begs for it own little, short tagline — like a motto. Maybe the tagline inspires the logo; Maybe it's the other way around. Mottos make good t-shirt, bumper stickers, and other marketing material. Either way, you'll recognize a good motto when you see it:

  • Just do it.
  • Think Different.
  • The Uncola.
  • Intel inside.
  • Like a rock.
  • The king of beers.

…and perhaps all this leads to a proper name and domain for your site… eventually. So let's start from the basics. Come up with a killer elevator pitch, tagline, and/or motto!

13 Answers 13


Mind your speech? - Speak your mind!

  • I like the cleverness of it. +1!
    – Eldroß
    Commented Nov 18, 2010 at 15:37

Helping you get the words out.


Elevator Pitch

English has its tricky points. Don't ask someone to explain - ask everyone!


Good advice in English.

Say what you mean.


Two taglines:

Proper words in their proper places.

Adapted from a Jonathan Swift quote:

Proper words in their proper places make the true definition of style

Words: the most powerful drug used by mankind.

Adapted from a Rudyard Kipling quote:

Words are, of course, the most powerful drug used by mankind.


Elevator pitch

The community that democratically with rationale solves the quest for better English.


Officializing English. Or wait, is it officialise?


English we think!


How about "Make every word count"?


The English source you will always go to. The source for English knowledge to which you will always go.


Motto, perhaps?

We know irony.


Tagline (inspired by @Ralph):

In English we trust.

[[wp:In God We Trust]]


What's the good word?


Needs improvement, but something along the lines of "English on the line online".

Keyboard some English.


Me no speaky English

  • 3
    – Omar
    Commented Oct 22, 2010 at 1:35
  • Oh, God, make it stop!! HAHAHAHAHAHAHAHAHAHAHAHAHAHA!!! Commented Nov 18, 2011 at 6:29

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