Choosing a domain name is one of the first decisions we make when going online with our businesses, and in many ways, it’s also one of the toughest. Before we go ahead and buy website domain names, there are many questions we need to consider first, like “What image does this name project?”, or “Will my domain name remain relevant as my business scales?”. All of these are important considerations.
One in particular that many struggle with is the question of whether or not to match the domain name with the business name. With major global entities having achieved success with each approach, there is no clear universal answer. So, how can you decide? Let’s discuss it.
The significance of a domain name
In the modern day, your domain name is often the starting point from which you begin your relationships with potential customers. That means that it defines the first impression you give to consumers, and sets the tone for all interactions going forward.
But that’s not all. Your domain name also plays a key role in how you grow your business. It can be key to branding efforts, for instance, how you compete for visibility on search engines, and even how you build trust and loyalty among your customers long term.
Simply put, your domain name can be an asset in and of itself if you choose the right one. So, it’s absolutely worth taking time to consider exactly what your business needs from a domain name so that you can align yours with your specific goals.
When to match your domain name with your business name
Matching your domain name with your business name can be very beneficial in some situations. The following are some key instances where it may be in your interest to align the two:
1. You have already established your brand and you want consistency.
If you have a business that has an existing customer base and has already made a name for itself, then aligning your domain name with your business name is often a smart move. Using the same name for your domain will help you to build on the success you’ve already achieved. What’s more, in addition to making your brand more easily recognizable, using a consistent name across all digital channels will project professionalism, openness, and accountability, which fosters greater consumer trust.
2. You have a unique business name that you want to protect.
A unique and memorable business name is a fantastic asset to have, so you’ll want to protect it to make sure that you can use it to your advantage in the long term. It’s not uncommon for organizations to become embroiled in domain disputes when they have similar names, but having your domain match your business name can help. If your domain name aligns with your trademarked brand name, that can lend your case extra weight and help you protect what’s yours.
3. You want to simplify your marketing efforts.
Marketing can be a complex business, but having your domain name match your business name can make things a bit simpler, for you and for potential customers. By aligning the two, you can reduce the potential for confusion and make your site easier for your target audience to find because they won’t need to try to guess your URL. Additionally, matching your name across all communications can help you maximize the gains of your marketing efforts by enabling them to amplify one another.
When to get creative with your domain name
Equally, matching your domain name to your business name is not always the right move to make. In instances like the following, it may be better to get creative and choose something more distinct:
1. Domain availability is an issue.
Unless your domain name is something highly original, there’s a not insignificant chance that you will have some trouble in terms of finding an available domain. A viable solution could be to purchase the rights to the domain you want, but this could be expensive. Likewise, you may also have the option to go with an alternative top-level domain, but those available might not suit the niche of your business. In the event that you run into these kinds of problems, the best solution is often to get creative. Adding additional descriptive words could help you retain most of your brand recognition with your URL, as could domain hacks, which many companies have found success with.
2. Your business name is long or complex.
If your business has a name that is long or complex, there’s a good chance that at least some users will have difficulty remembering or spelling it correctly. Needless to say, you do not want to lose potential engagement and conversions to something so trivial as a misremembered or mistyped URL, so it may be worth your while coming up with an alternative domain name. While it may not match your exact business name, you might find success with a version of your brand name that uses user-friendly abbreviations that are both memorable and easy to type.
3. You want to highlight a particular product or service.
Perhaps your business name doesn’t mention the product or service you offer, or perhaps it has evolved and you now want to put greater emphasis on what you see as your flagship offering. In either case, the best route may be to have a separate domain name that is more directly descriptive of what you’re selling. After all, consumer journeys almost always begin with a need or a want, so why not meet your audience halfway with a domain that tells them exactly what you have to offer? This will help to make your URL memorable to those who already know what you’re about, and will have the added benefit of helping to drive organic search traffic your way by aligning your URL with potential key search terms.
4. You want to evoke an emotive response.
If you’re in an industry where originality and artistry are a part of what you’re selling, then you may want to lean away from the more prosaic and go for something unique and creative. A short, snappy, and usual domain name can evoke feelings of curiosity, wonder, and excitement by inviting your audience to step into your way of thinking. Sometimes a little quirk is what you need to make your domain stand out, and that can make all the difference in terms of engagement.
Choosing the right domain name for you
Choosing a domain name for your website is a more important decision than it might seem. The reality is that it’s more than just a URL in an address bar – it’s your online identity and your introduction into the digital lives of consumers. So, it’s essential that your domain name works synergistically with your business name to serve the long-term goals of your enterprise.If you have a strong existing brand presence, a unique name that you want to protect, or require consistent, unified marketing output, then matching your domain with your business name could be the way the go. Likewise, if you want to showcase a flagship offering, prioritize SEO, or evoke a particular emotive response in the minds of consumers, then something more creative may be just the trick. Ultimately, the best domain name is the one that brings you and your audience closer together.
