One of the most common brain-teasers for new business owners is finding the right domain name. Apart from choosing between the many suffixes available (.com, .co.uk, .biz etc.) there is also the concern about competition.
What if your URL is too similar to your competitors? What if it’s too boring, or gets lost among the other search results on Google?
SEO is a part of what we need to consider, and so is recognition from your customers. So ideally, you are aiming to choose a URL that says what you do, where you do it and who you are. No small feat.
Let’s look at the top 3 considerations, and some tips to help you make a better choice for your business.
Table of Contents
1. The SEO Tip
Let’s start by considering how your URL affects your SEO, in other words, your Search Engine Optimization.
Having a URL that says what your business does in a literal way, can help Google to identify you as an appropriate result for a search query.
For example, if a consumer is searching for gardening tools, and your URL is something obviously about gardening tools, then you gain a few SEO points.
An example of an SEO-focused URL for gardening tools could be;
“KeithsGardeningTools.co.uk”
It says what you sell, which helps Google. It also has your branding (Keith), and the suffix (.co.uk) says where you are and where you ship to. So this is an ideal URL.
Many business owners are tempted to get a little more creative with their URL, particularly if they have creative branding. For example, if the business name was ‘Keith’s Garden Shed’, then that’s a lovely name from a branding perspective. It has more personality, and doesn’t stray far from the business purpose.
But if your URL was KeithsGardenShed.co.uk then just bear in mind that you might lose a couple of SEO points for having a slightly less obvious URL. You can of course make up those SEO points in other ways; such as adding plenty of relevant keywords to each page of your website, writing clear product descriptions on your online store, and even adding keyword-rich blog content to your site.
So this is not an unbendable rule, but a good tip to keep in mind when choosing a URL.
2. The Recognition Tip
Our next tip is more about what to consider when consumers are searching for you, rather than the Google search bots.
When people are looking at a list of website names and URLs in search results, you want them to instantly recognize your website as having what they will need.
This is another good reason for having a very literal URL that says exactly what you sell. It’s also a good reason to use full words rather than just abbreviations.
Awarding bodies often do this with their website addresses. For example, the Institute of Chartered Accountants’ URL is simply ICAEW.com.
While this may work for them, we don’t want to follow suit. We want to stand out to our potential customers. So make sure that at least part of your URL contains a full word or two about what you offer.
This is also a good time to mention using your own name as a URL. If you are a one-person band, perhaps a coach or consultant, or maybe an artist, then your own name can be the most appropriate URL. You could also add a word about your offerings to make sure it is obvious, and to help your SEO.
For example:
LauraStanleyLifeCoach.co.uk
KatieBrettArtist.com
DavidMossConsulting.biz
3. The Aesthetic Tip
Finally, you want to think about how your URL will look on your branding. This is something that will be visible everywhere, from your business cards to all your online assets.
When you look at your URL, how does it make you feel? Are you filled with pride? Does it represent the business?
The final step, before you cement the deal by paying for the URL, is to check how it looks to you. Try adding it to your business card template. If you need a new template then try BusinessCards.co for free.
Take a look at your URL on your email signature, plus any social media graphic templates you use (Canva is a good tool for this) and make sure you are happy.
So much of our confidence as business owners is tied up in how we feel about how our business looks to the world. And the more confident you are, the harder you will push your marketing and PR efforts. Make sure your URL looks and feels good to you, before you sign up to it for a year or more.
In Summary
While it’s true there is a lot to consider while choosing a new URL, these 3 tips are plenty to get you thinking along the right track. At the end of the day, if you find something that feels right to you, don’t overthink it. You have to settle on something, and then just forge ahead with your marketing and SEO.
The URL is an important component, but there is so much more to the success of your business. So make an informed decision, and then move on to improving your SEO, boosting your marketing, and making those all-important sales.
Wishing you luck with your new business.