You feed our appetite for good food and drink, graciously host our gatherings, and give us a comfortable space to rest and rejuvenate. That’s what great hospitality’s all about. And we’ll order the chef’s special and book the honeymoon suite, without any reservations … if it’s easy for us to check you out online first.
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 own an Irish pub in Yonkers and you’ve got a website at yourpubame.com. Your pints and pasties continue to bring in business, but you’ve seen increased interest in your authentic Irish catering services. You can register another domain name — like yourpubname.catering — that highlights this specialty service to capitalize on its popularity. Another great option is yourbusinessname.pub. Doing so might help your search engine ranking when potential customers search for Irish pubs and catering 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 Irish pub serves customers in the New York City area, it’s important to make that local connection clear in your website address, with a domain such as yourpubname.nyc. 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 in the food and hospitality industry.
|If you own a …||Check out these domain extensions|
|Restaurant/bar/nightclub||.com, .net, .club, .restaurant, .bar, .cafe, .menu, .kitchen, .pub, .rest, .beer, .pizza, .wedding, .zone, .recipes, .review, .delivery|
|Hotel/B&B||.com, .net, .rest, .vacations, .villas, .gallery, .review|
|Catering service||.com, .net, .catering, .services, .menu, .kitchen, .events, party, .cooking, .bar, .beer, .tips, .recipes, .review, .delivery|
|Farm/farmer’s market||.com, .net, .farm, .green, .garden, .market, .recipes|
|Coffeehouse||.com, .net, .coffee, .cafe, .house, .menu, .review|
|Wedding/Party planning service||.com, .net, .design, .guru, .expert, .party, .services, .events,.style, .tips, .wedding, .gallery, .xyz|
|Reception/Convention center||.com, .net, .services, .catering, .wedding, .events, .space, .gallery, .bar, .menu, .review|
|Hospitality supply company||.com, .net, .equipment, .supply, .supplies, .wedding, .restaurant, .catering, .kitchen, party, .delivery, .services|
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 reception hall in Las Vegas? Pick up yourbusinessname.vegas to tell potential customers what you do and where you do it at a glance. Say that Irish pub is located in Dublin … register yourpubname.irish to scream authenticity. Operate a bed-and-breakfast in Beaumaris? Snag an ultra-descriptive website address ending in .wales. If you serve customers worldwide, make your global reach clear with domain name that ends in .international, .global or .world.
Check out our free checklist: 5 ways to get more local customers
Do these 5 things (many free) to make sure local customers find your business.
Sell products or services online?
If you happen to sell products such as party supplies or coffee beans through your website, you might benefit from an e-commerce domain extension. Check out options such as .bargains, .deals and .sale.
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 .grocery, .hotel, .organic, and .eat 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 that’s what’s on the menu for success.
Also published on Medium.