If you have a quality website and business, people will visit your site no matter what the domain is, right?
Well, not so fast…
You see, your domain name is a key element of your website. It can make or break you.
But wait, why is your domain name so important?
- It’s your “first impression”. Your URL is the first thing your visitors will see. A good domain name can make a positive and lasting impression, while a bad domain name can send visitors running.
- It affects SEO. While exact match domains (EMDs) are no longer a necessity, keywords in your domain name can still help your SEO ranking.
- It defines your brand. We’ll talk about this in a minute – but your domain name is a branding opportunity. The right domain name can increase brand recognition.
These elements are only a few of the many reasons why your domain name is so important.
So, how do you choose the right domain name? That’s precisely what I’m going to share with you today.
Select the right domain name
The domain name should reflect what is actually found on the website. For this reason, a company website should include the name of the company or, for example, the product it sells. In the case of creative names, the domain should be easy to remember and easy to spell. Word-of-mouth only works if the mouths are actually able to communicate the domain correctly. And if you have to spell your e-mail address – which, of course, also includes the domain name – five times for the customer to get it, then maybe the name isn’t exactly ideal.
Get everyone brainstorming domain name ideas
Don’t underestimate the power of a good old-fashioned brainstorm. If they can spare the time, get everyone in your business together in front of some whiteboards and scribble down all the domain name ideas you can think of.
Encourage your staff to think broadly and jot down anything that seems even remotely relevant. You never know where that killer idea will come from.
The domain ending
The first choice to make is the domain ending you will use. While domain endings are a dime a dozen, it would make sense for a Swiss company that markets products to Swiss customers to choose a .ch domain (Confoederatio Helvetica, i.e. Switzerland). If your products and services are geared more towards a global customer base, you might consider a .com ending. If your goal is to exude exclusivity and Swissness, you may want to consider a .swiss domain during the decision-making process. It should be noted, however, that .swiss domain names are only available to legal entities listed in the commercial register and headquartered in Switzerland.
Think about your values and location
Your domain name ideas don’t have to contain your brand name. You can include your location, or things that are important to you as a business.
Is your company located in London? Does it serve customers in the south-east? Do you pride yourself on speed of service? Maybe your domain name should reflect these attributes.
Your Domain Name Should Be Your Website Name
Naming your site after your domain may seem obvious to some of you, but you’ll be surprised to learn that not every website is named after the domain name even when the webmaster owns that domain name.
Naming a site after its domain name is important, for the simple reason that when people think of your website, they’ll think of it by name. If your name is also your URL (ie, web address), they’ll automatically know where to go. For example, when people think of thesitewizard.com, they don’t have to wonder what web address to type into their browser to get there. The name of the site is also the URL.
Imagine if your business (or website) is called “Acme”, but somebody else holds that domain name. Instead, you have some obscure domain name called, say, “mybusiness.com”. What happens when your customers, recalling that Acme has a product they want, type “www.acme.com”? They’ll end up at your competitor’s website. One lost sale.
In the modern world of the Internet, where people automatically turn to the Web for information, it pays to have a domain name that reflects your site or business. There are just fewer things for your customers or visitors to remember. Moreover, you don’t seriously think that they’ll try to memorize an unrelated web address just because you want them to, do you? The only people who’ll commit it to memory are your competitors who want to compare your prices.
What if you cannot get the domain name of your choice? It really depends on how committed you are to that particular name. If you have an existing brand name that you’re known for, you’ll probably not want to ditch that name just because you couldn’t get the domain name. After all, it took you a lot of time and money to establish that name. If so, you might simply want to try to buy the domain name from the current owner. Find out who the owner is (which you will probably be able to from the domain search page of any domain registrar) and contact that person listed to see if they’re willing to sell it. You probably should be aware that they are likely to want to charge a higher fee than you’ll normally get when buying new domains (assuming they want to sell it in the first place).
On the other hand, if you’re just starting out, you might prefer the cheaper alternative of trying to obtain a domain name first, and then naming your website (or business) after the domain that you’ve acquired. So if you’ve acquired, say, the domain name “acme.com”, then your website and business might be named “Acme” or “acme.com”. I know this seems a bit like putting the cart before the horse, but that’s the reality if you don’t want to lose out on the Internet.
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