Every entrepreneur wants to be as ‘visible’ as possible. How do you leverage your domain name to achieve this, and what does your domain have to do with your online visibility?
Your domain on the virtual ‘Main Street’
You’ve probably experienced it: enjoyable conversations at a networking event. The person opposite you talks about how their startup is full of energy and ready to conquer the world. Their product will help every business scale in the most efficient way. Sounds great! At the end of the conversation, you ask for their email address because you know someone who might be interested: “You can email me at [email protected].”
At that point, things are already going wrong. No one will remember that address, or be able to spell it correctly. We always like to compare it to storefronts: with a complicated domain, it’s like your shop is in an alley of a backstreet, outside the city center. Your customers will have a hard time finding it, and there’s virtually no chance that anyone will spontaneously stop by, let alone return!
A short and recognizable domain name leads to returning customers
Although having an easy-to-type domain name is important, that’s just the beginning. Even when you’ve been found via a search engine, made a sale, but people can’t remember your name three months later, you’re missing out on revenue. A name that sticks and sounds good ensures that your customer will come directly to you the next time. If they come back on their own, it hasn’t cost you anything. However, if you need to constantly reel the customer in through a search engine, costs can add up quickly. The business case for purchasing a premium domain name can therefore quickly become solid.
Are you currently using your most optimal name?
A good first test is simply checking with people around you. Does everyone know exactly what your business is called? Can everyone easily recall your website address? You can also perform the so-called ‘radio test’: you hear an ad on the radio while stuck in traffic. Would you be able to recall the company name from that ad two weeks later when you suddenly need their product? If the answer is ‘no’ or ‘probably not,’ then there’s work to be done!
Which (domain) name sticks?
In general, you can say that shorter is often better. The less you have to remember, the easier it is. However, if you’d like to include your service or product in your name, opt for a version without hyphens. Again, the shorter, the better.
Would you like to brainstorm about your (domain) name or already have something in mind and want to know how it compares to online visibility? Feel free to contact us!
