Maybe you’re refreshing your web presence and decide to start from scratch with a new site. Or you’re the integrated marketer branding for a new business. Choosing what to name a site isn’t quite as stressful as naming a new baby, but the website is YOUR baby and what you call it can determine if it thrives and grows or just sits there.
To help demonstrate the latest best practices for coming up with a domain, we’ll go through the steps of coming up with one for a fictitious business, Art’s IT Services.
Make it Brand-able
The name should come close to your business name or offering, but it is also a significant branding opportunity. Which would make a longer-lasting impression on you:
ArtsITservice.com or The ArtofIT.com?
Shorter is Sweeter
In the above scenario, TheArtofIT.com wins again for its brevity. The shorter a name is, the more likely it will retain its integrity and not get shortened on social media platforms and in search results.
Make it Easy to Pronounce
It may seem strange to focus on what the word sounds like, since your customers will be typing it, not saying it. There’s a concept known as processing fluency—the basic idea is that if the name rolls off the tongue of your brain, you’ll be more likely to remember and form a positive association around it.
Don’t Worry About Deep Keywords
Using long-tailed keywords can actually negatively impact your SEO. You would think that highly specific names like “ITforSmallBusiness” or “ArtsTechnologyManagement” or “ArtsMacInfoTech” would perform better, but according to Moz’s Rand Fishkin, a keyword-rich domain name can have negative connotations with users and search engines.
Opt for .com
Even with expanded domain name options—including, but not limited to, .finance, .digital, .marketing…you get the idea—experts recommend sticking to .com. It’s that “processing fluency” again: people just expect it, and may be less likely to trust another domain.
If your preferred name isn’t available as a .com, try appending the name—for example, ArtsITDenver.com or ArtsITShop.com—so long as you’re not infringing on a trademark.
Trust is the Name of the Game
Your domain name should reassure customers that your website is exactly what they expect. Here are other tips for integrated marketers to build trust and boost conversion rates:
Last modified: January 11, 2018