Acronyms have their place… but not on the URL of your web address.
Unless you’re 3M or IBM, companies that have spent decades branding an odd assortment of letters and numbers, your web address should avoid that kind of “alphabet soup.”
Instead, whether you’re a new service provider in the equipment leasing and finance market, or your company has just merged with another, or you are launching a new site or corporate identity, you’d be wise to name your web site well.
Think about it. Online promotion may be limited to a banner message consisting of just a few phrases. Or, at a trade show or convention, passersby will only see the top half of your booth signage. Your web site address will be everywhere, from your business card to your give-away golf balls.
When, I launched my web site back in the pioneer days of the Internet, www.scapr.com was to stand for Susan Carol Associates Public Relations, but it was a choice I have regretted. It’s better to say who you are or what you do – World Leasing News is a good example.
Now with more than 20 years in business, my site and my company are known in the niche markets that my agency serves. When we re-brand, I will follow the advice I give clients and opt for a clearer message.
Consider:
(1) Make sure your web address is short and easy to remember. It should suggest your strengths or say in a word or two what you offer.
(2) Chances are what you think of first has already been used – a quick Google search will tell the story.
(3) Play with the words in advertising messages; consider what they will sound like on the radio. Then, make sure no others have the same site already registered and trademarked.
When branding, a fresh and creative perspective is needed. Consider consulting a marketing professional, and employing focus group research to develop a strong concept that you and your target audience will embrace for years to come.
