To pick up on our conversation about the importance of taglines, TBO.com has provided us with the perfect example. The site released some tweaks to its design, and the most prominent among them is a return to the original, utilitarian tagline. Gone is the meaningless, marketing iteration.

Now: “TBO is Tampa Bay Online”

Then: TBO.com “Live in the moment”

Live. In. The. Moment?

What exactly does “live in the moment” tell me about TBO.com? Taglines are an important message to first-time users who are trying to get their bearings. New visitors are figuring out where they’ve wandered amid that worldwide Web, and taglines serve as an important sign post.