You’re a creative. It takes a special kind of talent to capture a sunset, write a book, or design a website — but talent alone doesn’t pay the bills. And you’re too fond of wine and cheese to end up a starving artist. You know that if you offer any type of creative service these days, you need the Internet to attract the attention of potential customers.
And your domain name is your home on the web.
Your domain is the heart of your website address, the unique digital nameplate that marks your presence on the Internet. It’s your one-of-a-kind online business sign — a key brand element that can set you apart in a cyber sea of competition. That’s to say, it’s really, really important.
So important, in fact, that it pays to take the time to think about all your domain name options. Yup, you’ve got choices. And a smart online naming strategy involves exploring numerous domain options and, in many cases, registering more than one domain to represent your business online.
Why register multiple domain names?
You’ve got a .com domain and yes, it’s a bit longer than you’d like (am I right?) but you’re happy with it. Great. The traditional .com remains the most popular domain extension and enjoys widespread recognition. If you can get a great .com, you should.
That said, there are a few reasons you might want to grab additional domains:
To pivot for growth. Say you run a photography studio in Brooklyn and you’ve got a website at yourphotographystudioname.com. Your family portraits continue to bring in business, but you’ve seen a serious uptick in your photo services for bar mitzvahs. You can register another domain name — like yourstudionamebarmitzvah.photos — that highlights this specialty service to capitalize on its popularity. Doing so might help your search engine ranking when potential customers search for bar mitzvah services online, driving more traffic to your website.
To protect your brand. One easy way to help protect your brand online is by registering multiple domain names. Simply put, if you own a domain, your competition doesn’t.
To identify with a local market. If your photo studio serves customers in the New York City area, it’s important to make that local connection clear in your website address. We’ll talk more about geo-specific domains soon.
To identify with a specific industry. The availability of hundreds of new industry-specific domain extensions makes it easier than ever before to highlight your affiliation online.
These domains are meant for you
Now, let’s look at some specific domain name extensions that can help you be more successful online if you’re a creative professional.
The local edge
Since an astounding 97 percent of consumers turn to the web to find local products and services, it also makes sense to register geo-specific domain names. Own a recording studio in Las Vegas? Pick up yourbusinessname.vegas to tell potential customers what you do and where you do it at a glance. Design graphics in Greenwich? Snag an ultra-descriptive website address ending in .london. If your service area is as boundless as your creativity, shout it proud with yourbusinessname.global.
Sell products or services online?
Artists! Check out our free step-by-step guide to selling your work online.
New naming opportunities
Still can’t secure that perfect website address? No worries. New domains become available all the time, so patience and perseverance can pay off. If you’re a GoDaddy customer, it’s easy to sign up to follow extensions like .art, .book and .film so you’ll know right away when they’re available for registration. Plus, a wave of previously unavailable domain names with a variety of popular extensions now are hitting the market. Get ‘em while they’re hot!
It’s a piece of cake to point different domains to the same primary website. This can help your business gain greater visibility, more traffic, and, ultimately, more customers. And (the need to create aside) that’s what it’s all about, right?
Also published on Medium.