When creating their company website, many small businesses defer to their “web guy” on the address. “Oh, JanesFlowers.com isn’t available? Ok, JanesFlowers2.com is fine.”
No! No! No! While seemingly trivial, your URL is in fact critical. Don’t let it be an afterthought; make this decision an integral facet of your planning and branding.
After all, not only will your domain be printed on your business cards and in your email signatures. You’ll also need to pronounce it in a way that leaves no room for confusion.
Consider a few case studies.
A version of this blog post appeared on TechRepublican on November 13, 2007.
Congratulations to Citizens Against Government Waste, which recently launched a blog, Swineline. Unfortunately, Swineline suffers from the same irritant that afflicts the blogs of the Cato Institute, Americans for Tax Reform, the Competitive Enterprise Institute, the Foundation for Defense of Democracies, and the Project on Government Oversight: It resides on a domain independent of the host organization (e.g., www.swineline.org instead of www.cagw.org/blog).
To me, this is myopic and counterproductive. Why build and drive people to an entirely new site when, by integrating the blog into your already developed site, you can centralize your traffic?