Selecting a domain name can give you a big head start in creating that perfect (sales producing) social media hub.
I have a personal bias towards picking a domain name that means something versus a clever brand name. I like to think this is a lesson learned by hard-knocks, take it from the guy who named his company Kaleidico. It is hard to build traffic to a word that means nothing and sets no expectations within the almighty Google search results.
Having said that, if this domain is going to be the hub for a new business then you do need to think about flexibility. Naming it something specific or trendy can back you into a corner, if (probably when, if you are like most start-ups) you business changes. Trapping a lot of good loyal traffic and hard work.
This is all to say, this is important!
Let’s look at some of the key elements I consider in picking the right domain name.
- Think like a customer. This is the most important thing in my experience. Customers don’t talk the way we do (in the business). And they search the way they talk.So, ask your spouse, your mom, or some random kid in the neighborhood to sit in front of Google and find your product or service. Then name your website what they type in or at least as close as you can get.
- Base it on keyword(s). I know in most popular niches this is nearly impossible. For example, try to get nearly anything with mortgage in it. However, I have found that suggestion #1, think like a customer, will often score you surprisingly powerful keyword domains.I have done a lot of work in the mortgage lead generation space so I will use another example from that vertical:
Customers don’t look for “mortgages,” that’s what mortgage brokers and loan officers call them. They “buy homes,” “get loans,” and “find lower loan rates.” Meanwhile, the most competitive keywords for mortgage in the day were “mortgage rates” and “mortgage calculators.”
- Make it simple (easy to remember, type, and say). Someone once told me, “Make it pass the phone test.” Can you say the name on a bad phone connection and have the person still type it into the address bar. That test gives us the simple rules for keeping it simple.A simple domain name should be:
- as short as possible,
- easy to remember,
- use familiar letters/sounds (no confusing q, s, v, w, x, z),
- avoid clever (mis)spellings, and
- simple to type-in
Finding a simple domain is more difficult than ever, because like real estate the domain business is highly speculated on. However, you should spend a considerable amount of time trying to find a gem (or two).
- Make sure it’s unique. Try avoiding names that are similar to other domains or brands. This is especially dangerous (and we’ll talk more about this later) is a competitor or confusing concept owns the same name, but with another Top Level Domain (TLD), (i.e., .com, .org, .net, etc.)
- Consider complimentary domains. Of course I am assuming, and so should you, that your business and community s going to take-off around this domain name selection. If that is the case you may want to offer other complimentary products, services, or membership sites.As a savvy entrepreneur you should search for other domain names with a relationships or synergy to the domain you select. These can be used as feeder domains, product domains, or simply as a defensive measure to keep competitors off similar domains.
- Create and fill expectations.
- Stay out of legal trouble. This one is pretty simple. Don’t squat on someone else’s brand, trademark, or copyright. It’s just not worth the headache for any little bit of accidental traffic you might get.Make sure by checking your domain on uspto.gov and copyright.gov
- Avoid numbers, hyphens, and trends. This kind of strikes back at rule #3. Numbers in a domain becomes a multiple choice question for customers. Was that 2, two, or too? Hyphens are just as bad. How do you say, “low-mortgage-rates” or “web-design-expert?” Finally, and this one can be up to your discretion, avoid hot trends because most are flash fires. For every million dollar domain on a hot new word there are hundreds of them on domain auction sites.
- Dot-com is king. Regardless of how much you fall in love with a name, never settle for a .org, .net, or .info is .com is gone. If you do, you will simply be giving free traffic to you namesake over at the .com
- Where do I search for domain name? This is probably the easiest of them all. Most of your popular domain registrar’s like GoDaddy.com offer a search feature. I always recommend that you only register domains at an ICANN-accredited registrar.Here are some other helpful places to search and get help finding the perfect domain name: NameBoy.com and Domjax.com
This is a gem I borrowed from SEOmoz’s list on how to pick a domain. It’s a smart marketing tip to keep in mind and not surprising it comes from an SEO expert.
What most non-SEO folks don’t realize is that your Google search engine result is probably your most powerful advertising. And it contains little more than your domain name. So, the secret is to pack that short name with as much charm and call to action as you can get. It needs to say what you do and the customer shouldn’t be surprised when they land on your homepage.
Hopefully, this list floods your brain with ideas for you new sales producing domain. Do you have any domain name selection guides? Maybe you already have a domain you use that helps you get sales and you’re willing to share? Maybe you have some more questions?
If you liked this post please sign-up to the RSS feed or get them via email and avoid missing any Better Closer sales strategies.
Join me inside the Third Tribe community.
Weekly seminars and live Q&A with Internet marketing experts. 2000+ community members ready to support and help you.
It's been my best marketing 2010 investment.
For $47/month, why wouldn't you try it?
Connect with me directly: On Twitter (@billrice) or on Linkedin.
Want more information about Kaleidico's lead management software or services visit www.kaleidico.com.
