Product Design
Good short on Product Design by PBS Arts...
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3 posts categorized "customer experience"
Dec 29, 2011
Dec 22, 2011
Small Businesses & Domain Name Strategy
In the past few months I have sat down with several small business owners looking to kick off their online presence. Typically these clients have little to no money and just need something - anything - online that makes them look more legit than just having a business card.
Concerning selecting a name for the business domain… Usually business owners have an idea in mind of what they want, normally they have been through a hundred names on Godaddy only to find out that Name.com is taken and is for sale for $100,000. Discouraging as this may seem it really presents a great opportunity to capitalize on a longer domain name that could actually be more relevant in a niche market.
Everything goes back to the user so when selecting a potential name, I like to recommend imagining how people search using Google. While there is obviously something to be said for having a short memorable name there is also an equal if not greater argument for selecting a domain that coincides with how people search.
For instance, pretend sites with close to identical information on each site: GlobalTextiles.com vs. CustomRestaurantUniforms.com (just fake examples)
People will inevitably search for terms like "Custom Restaurant Uniforms" and Google will index such a site with a domain that is a search term much higher. People will rarely search "Global Textiles" looking for custom-made restaurant uniforms, and those that do search for "Global Textiles" might be looking for info on world textile import/exports or some other materials. Even if the legal company name was "Global Textiles Inc." a different website name (or sub-site) with a more specific product domain name to the actual product is going to yield a higher return for smaller businesses with little to no brand recognition and marketing budgets. Additionally this more generic domain could actually be more memorable when speaking with potential leads.
Just something to keep in mind while spending nights searching for the next cool.com domain name and when really trying to utilize the internet to your sales advantage. And also remember, if you are not updating your site's content regularly then it doesn't matter what you name it. Your dusty old site with a recent post from a year and a half ago is pretty much worthless and showing up on page 12 of googles search results. You could pretty much rename it turd.com cause that is about all its worth. (And incase you are wondering, yes turd.com is taken - but available for the low low price of only…)
Concerning selecting a name for the business domain… Usually business owners have an idea in mind of what they want, normally they have been through a hundred names on Godaddy only to find out that Name.com is taken and is for sale for $100,000. Discouraging as this may seem it really presents a great opportunity to capitalize on a longer domain name that could actually be more relevant in a niche market.
Everything goes back to the user so when selecting a potential name, I like to recommend imagining how people search using Google. While there is obviously something to be said for having a short memorable name there is also an equal if not greater argument for selecting a domain that coincides with how people search.
For instance, pretend sites with close to identical information on each site: GlobalTextiles.com vs. CustomRestaurantUniforms.com (just fake examples)
People will inevitably search for terms like "Custom Restaurant Uniforms" and Google will index such a site with a domain that is a search term much higher. People will rarely search "Global Textiles" looking for custom-made restaurant uniforms, and those that do search for "Global Textiles" might be looking for info on world textile import/exports or some other materials. Even if the legal company name was "Global Textiles Inc." a different website name (or sub-site) with a more specific product domain name to the actual product is going to yield a higher return for smaller businesses with little to no brand recognition and marketing budgets. Additionally this more generic domain could actually be more memorable when speaking with potential leads.
Just something to keep in mind while spending nights searching for the next cool.com domain name and when really trying to utilize the internet to your sales advantage. And also remember, if you are not updating your site's content regularly then it doesn't matter what you name it. Your dusty old site with a recent post from a year and a half ago is pretty much worthless and showing up on page 12 of googles search results. You could pretty much rename it turd.com cause that is about all its worth. (And incase you are wondering, yes turd.com is taken - but available for the low low price of only…)
Jun 29, 2011
Incidental Media & The Journey
Part of a collaboration between Dentsu London and BERG. You can read more about both films at Dentsu London's blog MediaSurfaces and on BERG's blog here and here
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