A good web address can attract customers as much as a bad one can scare them off. Your web address isn’t something that should be taken for granted. It shouldn’t be your last thought or something that you will eventually get around to. It’s part of your online brand identity, marketing strategy and a way for people to find out who you are as a business.
With the introduction of the new domain name extensions, such as Dot London, you now have a lot more web addresses to choose from beyond the conventional ‘.com’ or ‘.co.uk’ choices. These new names are giving you the chance to own a web address that best suits your business and also allows you to be a bit more creative with your online identity.
Four tips on how to keep your wed address creative:
1. Be short. The shorter the name the more memorable it will be. It will also prove to be useful when creating your marketing collateral – a short and catchy web address looks better on posters and flyers.
tech.london – Tech London
London is a thriving and growing international tech hub, so the Tech London portal was created to keep the London-based tech community informed about issues such as news, job opportunities, co-working spaces and courses. It’s a short and basic web address that relates well to its target audience and is easy to find.
diy.com – B&Q
The DIY retail business is reportedly worth up to £14bn and B&Q registers the highest value share in the UK. With this type of a hold on the sector it’s no surprise that they opted for the most coveted web address in the home improvement industry.
Honourable mention: vodka.com – Russian Standard Vodka
2. Use your name. With the addition of the new domain name extensions there are a lot more web address to choose from so you don’t have to opt for an alternative and detract from your brand identity.
sthelens.london – St Helen’s School
St Helen’s School is an independent girls’ school based in North London. They found that when people searched for the school they were occasionally referred to ones in St Helens, North West England. To distinguish themselves from the other schools and the town they chose to adopt the Dot London domain name as it best reflects their location. This has led to a higher positioning across search engines and less confusion with their name.
wonder.land – Musical created by Damon Albarn, Moira Buffini and Rufus Norris
wonder.land is a musical written by Blur frontman, Damon Albarn, along with award-winning playwright Moira Buffini and director Rufus Norris. Inspired by Lewis Carroll’s ‘Alice in Wonderland’, the musical explores the blurred boundaries between our online and offline lives. This tech-inspired musical made use of the new domain name extensions by incorporating ‘.land’ in the title so that it isn’t broken or reworded when referring to the web address. The domain name is the name of the musical.
Honourable mention: urbanjuice.london – New juice brand ‘Urban Juice’
3. Be descriptive. The new suffixes can now allow you to be more descriptive with your domain name, so if you’re a restaurant based in London you can use a Dot London web address, or if you’re a bike shop you can opt for ‘.bike’.
eneko.london – Eneko at One Aldwych
Spanish 3-Michelin starred chef Eneko Atxa has teamed up with One Aldwych to create Eneko at One Aldwych. As this is his only London-based restaurant he has chosen to use a Dot London web address to differentiate it from his other restaurant in Spain, Azurmendi, and tell people which city his new restaurant is based in.
futurelegends.cricket – Cricket coaching company ‘Future Legends’
Berkshire-based company Future Legends coach kids and adults in the Home Counties to help them become better cricketers. Using the ‘.cricket’ suffix has allowed them to make their web address more descriptive and explanatory so that visitors can see from their address that they are associated with cricket. This would be harder to do with ‘.com’ or ‘.co.uk’ suffixes.
Honourable mention: capetown.travel – Cape Town Tourism
4. Use keywords. Using keywords can make your web address not only describe what your business does, but it also makes searching and finding you through search engines easier.
cleaning.london – Thomann-Hanry
Thomann-Hanry has been cleaning and restoring building facades since 1946. They have cleaned a number of iconic London landmarks, including the Bank of England, the Seven Dials Monument and Park House in Finsbury Circus, so rather than using their company name they have used a descriptive keyword for their web address to make them easier to find.
fireworks.london – Alexandra Palace Fireworks Festival
The Alexandra Palace Fireworks Festival is one of many fireworks displays in London throughout the year, so to stand out from the rest they have opted for a simple and effective web address that drives people to their website rather than their competitors.
Honourable mention: wineshop.london – Independent wine shop ‘In Vino Veritas’