Starke Re-integration acquires premium domain
In some cases it is not difficult to assess the added value of a premium domain! Edwin Starke, the owner of Starke Re-integratie en Personeelsdiensten, made up his mind quickly. The domain he has been using for years is starke-re-integratie.nl. A little on the long side, but it is recognizable and most importantly, exactly matches his company name. A straightforward domain registration for him.
Still, we are seeing a trend with companies with longer, complicated names: in the end, their customers ‘decide’ what their ‘brand name’ is. No one is going to say a long company name in full every time. After some years of business, customers will shorten it for convenience’s sake: ‘you should call Starke’. This is why purchasing Starke.nl was a logical step for Edwin. After a quick and smooth purchase process through Domeinenbank, he was able to acquire his most optimal domain.
Expanding your brand equity
When choosing a domain for you company, length is definitely one of the main things to take into consideration. How easy will it be to find for customers to find your website (again)? What will people who only know you from word of mouth type in their browser when they are searching for your company? To make it as simple as possible for your site visitors, it is important to keep your name as short as possible. At the same time you also want to avoid the sometimes confusing dash sign (-).
Having a longer domain, especially when you are just starting out, is not the end of the world. Still, aiming for a shorter, more recognizable domain will always help your brand equity in the long run. Before you choose a domain, try to find out what customers say when they refer to your company – this is the way most people will also try to look you up through search engines. Internet users are generally impatient: if their search query is not providing satisfying results, the search will usually be cut short. That means you might lose potential customers!
Before you buy a domain, think about how that domain could improve your brand equity and findability. That way, like Edwin Starke, you will be able to build a stronger brand.
