When choosing a shorter domain makes the most dollars and sense…

Reading Time | 3 Minutes

The other day I ventured over to check mail and found my monthly edition the the Community Impact.

It’s filled with all sorts of articles, highlights, and advertisements pertaining to the greater Austin metroplex.

I personally read it for the latest updates on new businesses launching or unfortunately closing.

Then there is also the red hot real estate market here in Austin that I like to keep tabs on.

But the most interesting thing that captivates my attention are the various ad types.

From small mom and pop to larger middle market companies, there are quite a few companies hoping their ad catches the eye of a potential customer.

As I read, scan and review each ad, I’m always amazed at the number of businesses that don’t include a domain name within their advertisement.

I guess these businesses assume I’ll remember their phone number or call right then and there to request their services.

Traditional Martial Arts AcademyNevertheless, I scan and make mental notes of how many .com, .net, .org and any new domain extensions I encountered as I flip from page to page.

This particular day, a martial arts camp here in Austin caught my eye.

It was a reasonable ad, but what make me scratch my head more was that it was using a four-word domain name: TraditionalMartialArtsAcademy.com.

Not that this four-word was profane by any stretch of the imagination, but businesses should aim for a short, concise and memorable domain name when naming their business and considering advertisements of any sort.

After all, try typing out TraditionalMartialArtsAcademy.com. Heck, I had to hit the back space as well as pause 3-4 times.

And of course, how my mind works, it began racing with ideas of how to shorten the domain, yet not lose too much context.

I cracked open a web browser and went to executing a bulk search to find the following available (* denotes available)

Out of the listed domains above, the only that really catches my eye and heart is TMAACamp.com. For one, it’s short, memorable, and easier to type and say.

It also renders itself well to the design in that the domain font size in the add could be as big as the Martial Arts Camp title.

But what I really like about TMAACamp.com is that is offers the opportunity for Traditional Martial Arts Academy to measure the effectiveness of their Community Impact ad as well as any other distinct advertisement opportunity.

What do I mean? Well, the ad as is simply forwards traffic over to the main website. If you or this business were to use Google Analytics campaign tracking, the results would be less than stellar.

Why? Well, because there is not a distinct method to identify the ad.

Too many times I encounter business willing to blow advertising money on something that looks like a Mercedes with a pinto engine. It sure looks nice, but does nothing to drive high-performance traffic and qualified conversions.

Knowing this, I believe many businesses often miss and opportunity to gauge traffic and conversion when they lead with their main website as the point of reference for the ad.

I always recommend using a shorter secondary domain, especially businesses with 3 or more words in their domain, when advertising for the specific reason of determining my businesses’ true ROI.

Any ole’ marketing and advertising agency can say that provided your business with traffic. But what’s more telling is when you can bring your own data to the reporting meeting to compare notes with the agency.

They might attempt to spin you on the Mercedes dream with fancy charts, reports and widgets, but you can quickly bring reality to the results with your on findings.

And that my friends, is worth the annual cost of buying and renewing a shorter domain name that makes dollars and sense for your business. 😉

Any questions?

Alvin Brown
Alvin is a serial entrepreneur and digital strategist with an avid love for domain name consulting. As the Publisher and Editor-in-Chief of DNAdverts.com, his assignment is to ensure business and personal brands don't suffer the consequences of common domain name pitfalls.

As a domain investor and business consultant, Alvin actively participates in daily domain auctions. Outside of auctions, he passionately shares his views, opinions, and vision for how businesses should and should not use domain names to generate greater customer growth and revenue.