Lots of smart business leaders know that a website URL can have a big impact on customer response.
It’s important to have a domain that is easy to spell, that sticks in the viewer’s mind, and something that’s easy to navigate to. But beyond that, there are other questions about domain name purchases that can get a bit more tricky.
The Traditional Generic Approach
Throughout the early days of the Internet, many companies chose to buy up Internet real estate that matched generic search terms. They wanted top-level domains that were roughly the same as their keywords. A soap company might purchase soap.com. A pencil company might purchase pencils.com. You get the idea.
This idea made sense for a while — and some people still argue for it. But there are two strikes against the traditional system of picking generic URLs. One is that in these domains are getting harder to come by, because we’re not in the early days of the Internet anymore. The second point has to do with specific market research that shows some companies can get further using a branding approach than they can with generic top-level domains.
Taking a Brand Path
A lot of SEO people and marketers would agree that the brand path is more difficult, at first.
Having a branded URL can require a bit more work. At first, the domain is more obscure.
However, what happens is that the branded domain forces the company to build muscle. The company has to supplement its core website with social media campaigns, e-mail marketing and more, all of which ties back toward the brand name. Slowly, over time, this builds more power into the site and people start looking for that brand name everywhere, including on the web.
The Case for Transparency
In a way, branded domain names allow companies to more clearly see who’s looking for them, and why. Instead of getting floods of visitors who are just looking for a generic product, they are getting people who made a deliberate choice to see their site and view their products and look at their approach to their industry. All of this is valuable when the company is really making a commitment to building a better web footprint.
At WebSubstance, we understand that the slow branding approach can provide a much better foundation for a company. We work with our clients to develop a long term digital strategy and help them find the best way forward in web design and development — and that includes the domain choices that they make, as well as the site structure, and the core elements as well. We take a comprehensive approach to helping our clients to succeed on the Internet, and bring state-of-the-art marketing practices to their brands, in order to drive better conversion and visibility over time.