We understand that buying domain names is probably not a part of your daily activity. So it may not be obvious how buying a new name would add value to your business.
My business already has a domain name. Why would I want another?
Many businesses buy, hold and promote multiple domain names. Here are some common benefits
As an upgrade for your existing name
Consider upgrading if the new name is stronger, better and more memorable. Especially if it would improve your brand or increase your industry authority. Or if your business has changed focus over time and this name fits better. Or if the name you wanted, wasn’t available or affordable when you started.
Real world example:
Facebook started out as TheFacebook.com. Uber upgraded from UberCab.com to Uber.com.
To match what your customers are looking for
Many online journeys start with the use of generic search terms. Often the searcher knows what they are looking for but they don’t always know who to look for. So using a descriptive domain name can tell customers that you are what they are looking for.
Real world example:
Reckitt Benckiser owns PainRelief.co.uk. They use it to direct visitors to their pain relief medication brand Nurofen.
To extend your marketing reach
Building targeted websites to promote something specific is a common practice. It allows businesses to engage, measure and experiment more freely with their marketing. Harnessed with a targeted domain name it can expand your online reach. And appeal to a new audience with a dedicated marketing message at the same time.
Real world example:
Johnson & Johnson own Baby.com and use it to run a parenting advice website that promotes their baby related product lines.
To improve marketing performance
Using a vanity name in your marketing (TV, radio, print, on vehicles, etc.) can make it easier for visitors to remember what you are promoting. As a bonus, it can also make the effectiveness of your advertising easier to measure.
To service local markets
If you do business in different countries, it can be worth offering a market specific experience. And the best way to appear relevant to a local market is with a local domain extension. Such as .co.uk for the United Kingdom or .de for Germany.
Real world example:
Google, Amazon, Coca-Cola, Vodafone and many others use this approach; it’s a tactic not restricted to the big boys.
To improve user experience
If your website sells more than one thing, you’ll know that getting visitors to the right page can be tricky. Even with good site navigation in place, products and services can get overlooked. Descriptive domains can deliver visitors directly to a specific offer on your website. Without them getting lost.
Real world example:
PhotoProcessing.co.uk takes visitors deep into Snappysnaps.co.uk/services/processing/film-processing.php
For a better email address
Your domain name dictates your email address. Or at least it should. Make sure you are presenting the best possible face to the world.
To get an edge over the competition
Domain names are business assets. A good domain name adds value and delivers authority. Builds trust and influences the conversation you have with your audience. Perhaps you don’t have an immediate use for the name today. But can you afford to let the name fall into your competitors’ hands and risk being outmanoeuvred tomorrow?