DAY 2: BRAINSTORMINGYOURDOMAIN NAME
Estimated time requirement: 20 minutes
Note: Please go through this exercise even if you already have a domain name (mywebsitenamehere.com).
Why? Because in just 20 minutes you can gain a good understanding of how to help more people find you, remember you, and trust you...all with your choice of a domain name.
First, let's make sure we're all on the same page about what a domain name is, what a website is, and the difference between the two:
All websites have to have a minimum of three things:
1) Website "content." This is the official term for all of the pages, words, pictures, and functions that make up your website and how it looks and acts.
2) A web hosting account. This is a company or service that electronically stores your site and all the content above on massive computers called servers. They are specially hooked up to the World Wide Web -- "broadcasting" your site in a sense -- so people everywhere can access it from anywhere on the Internet.
3) A domain name, which is the addressof your little spot on the Web. Having this address allows people to find you using a web browser and perhaps Google. You simply pay an annual fee for the right to use it.
This particular worksheet will help you think through #3, your domain name.
1. Remember your ideal website audience member?
Yesterday you envisioned the kind of person who you'd like to reach, and thought about the problem, pain, need, or desire they're carrying.Today we're going to step into their shoes again, and think about what they do with that.
Here's an example: Say I am the concerned parent of a son who has just entered first grade, and it has come to light that he shows signs of dyslexia. I want to know more, and I want to find help. Now. It used to be that I'd have to haul down the Yellow Pages and look for a helping professional in its endless pages. Nowadays I park myself in front of a laptop, tablet or phone, pull up Google, and type in some words. These are called "keywords" and "keyphrases."
What do you think I will search for? "Educational therapist dyslexia Denver"? "Dyslexia specialist Colorado"? "Help for dyslexic children"?
Your audience members' needs are incredibly important to them. What do YOUR people look for? This is where your knowledge of the audience you want to help will really come in handy. Take a moment and think about the individuals and businesses you are helping with your work. What do they need—and what will they sit down and type into Google when they're ready to start looking for you?
Your Turn:
Fix your ideal audience member firmly in your mind. Find a magazine photo or internet picture that brings them to life, if need be. They need you. They're sitting down and typing into Google to try to find you. Take a few moments and jot down some keywords and phrases below that your ideal audience members (clients, supporters, donors)might use to find you:
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2. Choices, choices.
People choose different kinds of domain names, and as long as you can picture your website audience typing it in to find you, you're on the right track. Here are some possibilities, and when they're most appropriate:
YourFirstnameLastname.com. (example: SethGodin.com)
Best when: You are the website's sole focus and will do a lot of promotion with your name & URL.
Pitfalls: If people don't know your name, you will have to rely on other marketing methods to get people to look for you. If you ever build a team or partnership, you may have to change your domain name.
YourCompanyName.com. (example: Syzergy.com, Elevate.com)
Best when: You are doing other things to teach people your company name and identity, like print advertising and social media.
Pitfall: If you are trying to organically reach strangers who are searching for a specific product or service, unless they've heard of you OR you are planning to market your name heavily, you may be missing out on some traffic
KeywordOrKeyphrase.com. (example: TexasDyslexiaTherapists.com)
Best when: You want to maximize search engine traffic.
Pitfall: A bit impersonal, but when people arrive at your website you can make up for that with warm personal touches.
***Recommended***:
CompanyWithKeywords.com. (example: MadsenDyslexiaTherapy.com)
Best when: You want to maximize search engine trafficandalso add a strong element of "you" into your brand.
Pitfall: Domain names might end up being slightly longer, such as ElevateHRConsulting.com, FriesenLifeCoaching.com, WebsitesForGood.com!
Your Turn:
Dream upat least 5 domain names that contain some of the keywords your desired audience might use to find you. Don't worry about carving these in stone, just try them on for now, and see how they feel.
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3. Other considerations and things to check out.
A. You don't have to choose just one name. Because a name can be reserved for as little as $7.00/year, if you're undecided, you can reserve more than one. Alternatives can easily be set to redirect to your primary account.
B. You might, for example, want a secondary name which ALSO takes people to your website, or a separate website or page for a specific product you plan to offer, or even a "landing page" in your website that highlights a certain service, product, or program.
C. Try your name out on a friend, colleague, or stranger. Tell them your domain name idea, without telling them anything about what you do for a living, or what you sell. Ask them what they THINK you do or sell. You may be surprised by the answers.
D. When considering a domain name, ask yourself how someone might mistype or misspell the name. Is it singular or plural? Is it a made-up word you're going to have to spell on the telephone a hundred times?Can it easily be mistaken for something else? When in doubt, check with a friend or colleague, or even better, someone not as close to you, who may be more straightforward.
E. Planning to make a big financial splash around your new name? You may want to be sure it's not trademarked or copyrighted, to avoid future legal trouble. Check and respectively, and/or visit with your attorney.
4. Curious whether a name you love is available for you to use?
Go to and type it into the search box to find out. It's a good way not to fall TOO much in love with a name before knowing you can actually get it.
Nice work! File this completed worksheet away in your handy MY WEBSITE folder, using "Save As..." Your answers to all of the worksheets will become a big part of your website's plan. Tomorrow we'll chat about your "menu" - the pages you'll need to tell your story.
Questions? Remember you can always write to us for guidance, clarification, or just a helping hand at . We're your personal website coaches, and want to make this easy and fun.