In the wake of the pandemic, companies of all shapes and sizes have had to rethink how they interact with their customers. Suddenly, a whole slew of issues and problems that have been brewing for a long time have surfaced, and brands have had to think on their feet, plan well in advance and still remain flexible enough to adapt on the go. From a surge in customer support demands all the way to stock issues for ecommerce stores, engagement rates have either plummeted for certain industries, or companies have had to manage new and unexpected issues.
In all that chaos, digital marketing has remained a pillar of growth and stability, but even with that awareness of its relevance, companies have sacrificed some parts of marketing to benefit others. They’ve invested in technical SEO, but they’ve neglected content creation. They’ve evolved their social media pages, but their business listings are outdated. Amidst of it all, have you given your domain name any thought? The domain name you use in association with your business can actually make or break engagement rates for your customers. Here’s how.
Simplicity and convenience
Customers today have very little patience or time. If they are looking for a product or service, your domain name needs to be short and to the point, without wasting their precious moments online. If they can figure out what your business is all about so quickly, and successfully, they are going to be more likely to engage your brand and visit your site.
If they come across your ads on social media and they see your domain name, will they instantly know what kind of an image your brand has built? Industry-relevant terms, personal names in case of entrepreneurs and professionals, and memorable, original names are all great picks that should find their way into your domain name.
Personalization is crucial
Did you know that 66% of customers expect brands to recognize their unique needs, while 52% expect their offers to always have that personal touch? As years go by, personalization in every shape and form is becoming more vital for business success. As it turns out, it works the other way, too. If you give your website that human, personal look and feel, you’ll be more likely to attract customers and get them to engage.
As for your domain name, using a .me personalized extension with your name can add authority to your personal brand in your industry. If you’re a professional offering a service, your name carries value no made-up brand name can trump. Inspiring engagement through a personalized domain name can also work in the form of a CTA, so you can combine action verbs such as click or visit with this extension and nudge visitors to take action.
To click or not to click?
Your domain name plays a number of roles in terms of customer engagement. In addition to the listed above, your domain name should also evoke an image of safety and security. Why? Because the online realm is already filled with fake selling sites and fraudulent offers, and people want an efficient way to single the fake ones from the herd. One of the shortest routes is the extension you use with your domain name.
Trusted extension such as .com, .org, .me, .biz and the like are common, frequently used, and vetted. Your choice of domain name means you offer some level of security with all customer transactions, so they’ll be happy to visit your site or communicate with you in other ways, too.
The relevance in your name
Out of sheer panic, many inexperienced entrepreneurs will choose domain names packed with seemingly SEO-relevant terms. Cramming your domain name with keywords that indicate what you do (such as cast-iron pans or cotton shirts) will get you nowhere. In fact, it will push customers away as you’ll make your site sound spammy and possibly illegal.
Small brands often use common, but relevant terms combined with their name to indicate their industry, such as Mike’s sports or Nina’s bakery. A personal take on a common term is far better than trying to force your domain name to take over the entire burden of your SEO strategy – it simply won’t work.
Reflecting your purpose
Understanding customer behavior is always necessary when you’re presenting your brand online. You need to know what colors inspire action, what wording best represents your product, and how your overall image impacts their decision to buy or not to buy. Moreover, what pushes them to engage with your business beyond the purchase: on social media when they share or comment on your posts, via email when they respond (or not) to your survey, and on search engines, when they review your brand.
To inspire such engagement, use a domain name that fits your business purpose. For example, if you’re setting up a dedicated landing page or an entire website for a unique collection of products, use a phrase that can immediately inspire them to think of your brand. Sometimes, extension can also reflect a purpose, so charitable organizations will go for .org, while digital experts will reach for .io or .xyz. These are not hard and fast rules, but getting to know your customers and their behavior will certainly help you create a domain name that appeals to them continuously.
Domain names are more than just strands of digital data pointing your customers to the right address. They are a reflection of who you are, what your business stands for, and what you can do in your industry. Most of all, which is vital in this day and age, domain names can push away or attract a customer in a split second. Based on the domain name you choose, people will decide whether or not to visit your site at all, and how they engage with your brand moving forward. Take your time when choosing your next domain name – it will mean all the difference for your online success.
