Drive Traffic with Domain Name
If the name you want is taken, then you can use the name of your product or service, or your company or product’s tagline (or part of it) as a domain name. A tagline is that small sentence that follows your business name, such as "You deserve a break today," "Roaches check in but they don’t check out," and "It takes a licking but keeps on ticking."
Ultimately, choose a name that people can remember quickly and effectively so that, when you advertise among a thousand of your competitors, your URL stands out and sticks in the mind. It is also good practice to register variations of your name, including different spellings. One of the reasons is to ensure that these unused domain names don’t end up falling in the hands of your competitors. But more important, when people enter a variation of your domain name, they will still end up with your site as a result.
The importance of having your own domain name goes without explanation — it is the same as branding your business or product. But also realize that a good domain name that effectively sticks in the mind requires more than simply using a fictitious vanity name. There are three key elements that go into a good domain name: Mnemonics, credibility, and positioning.
People often associate long URLs with free sites or those of lesser quality. People have a natural tendency to make what I call UPAs (unconscious paralleled assumptions) where, if people notice that your site is hosted by a free or cheap provider, they will unconsciously assume that a parallel exists (i.e., that your product or service is just as cheap). Your domain name is like the cover of a book and people will likely judge your book by its cover.
Finally, the third element is the actual positioning process. If your domain name reflects your site’s nature, result, or core benefit, and if it instantly communicates how different you are from others, your URL will be positioned above the competition in the minds of your market. Since this element is the most important of the three, let’s deal with it a little further.
It all boils down to the fact that your domain name is a fundamental marketing system in itself. Be short, simple and memorable, and you’ll see traffic soar.
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