John Jantsch of Duct Tape Marketing recently wrote about the importance of your company name and how it should “evoke an appropriate emotional response from your target market.” The same is true for your url. Your url should evoke an approapriate emotonal response from your target market while reflecting your actual company name as closely as possible. You should always be on the lookout to purchase new shorter versions for clients to be able to remember. For example, www.visualcontentsolutions.com matches our official company name exactly, but it would be a lot easier for our clients to remember and go to www.vcs.com to arrive at my site. When shortening names be careful not to unintentionally create a negative image of your company, for example www.visualcon.com is a shorter and easier to type name but most likely will not increase my customer base.
In addition to names that match your company, it is wise for companies to pick up urls that match their products names, services, or even personality. Search out key phrases for your website that are still available as urls that can bounce/link to your primary site.
Lastly, the price of a url has greatly decreased from 5 years ago, typically under $5 each, consider purchasing the .biz, .info, .com of your web address. As these extensions become more popular it will become more of a necessity to own your name outright.