When the Internet first came along, many businesses were slow to understand its commercial potential. Even savvy businessmen and women saw the early Internet as the plaything of geeks and computer nerds, and that blindness caused them to miss out on some truly historic opportunities.
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By the time much of the business world caught on to the potential, the Internet land rush was already well underway. The early movers in this space benefitted mightily from their foresight, scooping up popular domain names like news.com, business.com and the like. Those who came later faced a tough choice — pay a high price for those highly prized one-word .com domain names or choose a domain like thisismybusinesswebsite.com.
The latter choice was clearly not optimal, since multi-word and nonsensical domain names are difficult for consumers to remember or appreciate. That may be why the decision makers in charge of the commercial Internet recently unveiled a number of new top-level domain names – sites like .tech, .club, .pro, .faith, .data and so on. When properly utilized and optimized, these new top-level domain names should make it easier for businesses to compete online, but as with anything online, there are some best practices to follow and some pitfalls to avoid.
The business owners who saw the commercial Internet as no big thing back in the 1990s quickly learned how their shortsightedness could cost them money. They watched as their competitors scooped up the most coveted .com domain names, and they watched their own companies struggle as a result.
Now that there are new top-level domain names for the taking, it is important that business owners not repeat those past mistakes. Instead of waiting and watching, smart business owners need to act fast and grab the domains most appropriate to their firms. The new top-level online land rush is already on, and the faster you act the easier it will be to secure your property.
Choose the Right Domain Extension
The great thing about the new domain names is that they are so specific and easy for the public to understand. By choosing an appropriate extension for your website, you can help your customers find you and give them a site that is both easy to remember and right for your company.
If you run a web developer company, supplementing your existing hard to remember .com domain address with a simpler and more appropriate .tech domain is a smart idea. You can retain your existing customers, the ones who already have your .com address bookmarked. At the same time, you can gain new customers and drive them to your site with your new .tech address.
Individuals who run churches, Christian bookstores and other such entities can use the .faith website to communicate their messages and drive more people to the pulpit, with the .club domain can be used by all kinds of community organizations. The key is to make the domain name appropriate to the business and choose a descriptive name for the business, church or agency.
It is not enough to have a website, even if you snag a highly coveted top-level domain. Advertising and marketing are more important than ever in the online world, and using a combination of Internet advertising and old-fashioned outreach efforts is a smart strategy for success.
No matter which top-level domain name you choose or which new category your business or organization falls into, it is important to incorporate your new website address into your overall branding efforts. No matter what the nature of your business, your online presence should be an integral part of your branding strategy, not merely an afterthought. The more you can do to incorporate your website into your brand, the easier it will be to make good use of the new top-level domains that are not available.