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Good business owners cover all their basics, and so do domain names. When you use descriptive domains for your target audience, you can strengthen your business and amplify your fingerprint. The more domain names you use, the more opportunities you have to tell the story of your brand. We talk about five ways to support your brand and your business with the strategic use of multiple domain names.
1. Create individual domains for specific purposes
The domain of your established business website is your digital identity center, but it may not be the most effective linking domain to communicate and promote in all areas of your business. Large corporations often create standalone sites for many specific tasks and messages. For example, Amazon uses amazon.care to access its employee health portal. Ikea.today also gives Ikea visitors an insight into the company’s product development, philosophy and process. The .today domain separates this content from the main Ikea website while alluding to its updated events. When choosing easy-to-remember domain names, customers can quickly navigate to the specific site that provides the information they need.
Related: How to Choose a Descriptive Domain for Your Business
2. Protect your brand
Established companies that already have a top branded domain can better protect their brand identities by adding them to their domain portfolios. For example, Amazon has more than 5,000 descriptive domains of relevant keywords that are set as redirects to relevant pages on amazon.com or wholefoods.com. By claiming brand territory around your business name through redirects, you also help prevent cyber attacks from phishers or even parody sites that may be your brand.
3. Strengthen SEO to increase audience engagement
With fox.news and apple.news, descriptive domains are used to protect the brand, but they are also used to strengthen SEO. Descriptive domains act as short, easy-to-remember business cards for a company’s identity and offerings. Descriptive domain names are more searchable, as they use both sides of the dot with descriptive phrases that increase traffic to your site. In the case of malaysia.travel, if you type the phrase “Travel to Malaysia” into a search engine, the next intuitive click would be on the Malaysia Travel website. When you claim domains to protect your brand, choosing descriptive domains effectively guides users to the most relevant content.
4. Create a memorable promotion
Unique domains can also be used to make promotions stand out, increasing engagement with a memorable call to action. You can encourage customer engagement in your campaigns with domains that use your brand name along with a specific domain extension such as .deals, .coupons, .delivery, or .discount. These types of domains are great for social networking, billboards, and word of mouth promotion.
For example, a memorable billboard campaign for Bitcoin and NFT included simple messages like “make money better,” along with the bitcoin.guide URL. Another billboard said that “cryptography is a peaceful revolution, hidden from view” with the domain m.guide/bitcoin. Passers-by could look at these memorable links and then find them later, without having to stop and write anything down.
Related: Deny 3 common misconceptions about domains
5. Communicate a brand message
Most brands have multiple messages to share with their audience, and multiple domains offer a great way to reinforce different aspects of your brand. For example, Skims Shapewear acquired and used the skims.social domain for their social media links. Posting this clear, descriptive link makes your social media look more polished and uplifted compared to using short link providers with meaningless and hard-to-remember characters. Similarly, when T-mobile is hiring, they use tmobile.careers to advertise with potential customers and recruiters. This domain is descriptive, shorter and much more memorable than https://www.t-mobile.com/careers.
Whether you’re campaigning on social media for large corporations or launching a startup website, attention to detail elevates your business. Descriptive domain names offer the opportunity to be detail-oriented with branded messages, website security, and a stronger search capability for your business. When choosing which domains your business should claim, don’t be afraid to be as creative as you are strategic. The more domains you claim, the more stories your business can tell.
Related: 8 things to keep in mind when choosing your domain name