Deciding to go online is definitely an important step; but it’s only one of many. Once you’ve made the initial decision to go “virtual,” the next and possibly more important step is choosing a name for your website. This is typically referred to as selecting a domain name. Obviously, name recognition and recall is imperative for e-commerce. Following are some tips for selecting an effective domain name:
Legal Considerations
Domain name length should be between 2 and 63 characters, not including the top level extension — traditionally .com, .net or .org. Acceptable characters are the letters A-Z, the numbers 0-9 and hyphens. Domain names cannot start or end with a hyphen. Also, domain names are not case sensitive and generally display in all lowercase letters.
Once you’ve selected and confirmed an available name, you’ll need to make sure it doesn’t infringe on any existing trademarks or intellectual property. Just because the name is available does not make it a legal domain name.
Appropriateness
When selecting a domain name consider your target audience. Think about the purpose and tone. Should be formal, or informative, or even sarcastic? Who is it that you intend to attract and what is it that will capture their attention.
Simplicity
The domain name should be short and sweet so that it’s easy to remember. As the length of the name increases, so does customer confusion so try to restrict the domain name to one, two or three words tops. If possible select easily-spelled, easily-pronounceable words with few syllables. Avoid using hyphens to separate words and don’t use acronyms unless they’re part of your name.
Make it Evocative
Your domain will be more effective when it creates a strong visual association. In fact, name recall is promoted when your consumer can connect a specific and unique image, memory, scent or individual with your domain name. Take the word “rose” for example. You know how a rose looks, smells, and feels. Stick with things that are concrete and certain.
Make it Easier
Network Solutions (www.networksolutions.com) is a great tool that can assist you with your search, or you can use a program like Mozzle (www.mozzle.com), or Domain Questor (www.internet-soft.com). These software tools and other available freeware can be invaluable. For example, Mozzle has an automatic thesaurus. You can check for acronyms, alternative domain name spellings, trademark searches, pattern searches and so on.
Make it Universal
When creating a domain name be wary of ethnocentrism, especially if your site is targeting a global audience. Be sure to take into account the linguistic and cultural contrasts that distinguish your market segments. Take into account slang usage, spelling discrepancies and other various geographic idiosyncrasies.
Be Unique
There are domain names that betray all practical advice and yet they are tremendously effective because they’re unique and easily remembered. This “uniqueness” is perhaps the most influential predictor of how successful a domain name can be. The key is to be both unique and relevant. Remember, a domain name is your identity on the Web, like any brand name, logo or trademark in the real world. If created correctly, it is a moniker that customers will associate with your company, product or service.