It seems like such a simple and trivial thing that it’s not even worth writing about. But the truth is that how your write out your domain is very important. It can have a very large impact on the traffic your business or website gets as we’ll soon see. And the worse part is that it’s so easy to do. So many people do it wrongly that it’s amazing, or maybe it’s a good thing for you if your competitors are still doing it the old (wrong) way.
What am I talking about? It’s how you write out your domain. Back in the old day, which in internet time is less than a decade ago, everyone wrote out their domain names in all lowercase. At first this wasn’t a big issue because almost all the domains were one word domains, with the few odd domain names having two words.
Today a lot of domains are multi-word domains. Look at this domain, it’s two words “Follow” and “Steph” (FollowSteph.com). My company, two words again “Landlord” and “Max” (LandlordMax.com). It’s now pretty common to see two word domains. Many domains today even have more than two words. Look at my latest project “Find” “Your” “Wedding” “Dress” dot com (FindYourWeddingDress.com). This is a four word domain. And this is where the issues come in.
Which is easier to read?
Even knowing ahead of time what the domain name is it still takes you more time to read the lowercase one than the uppercase one. What about these less obvious and made up domain names?
I bet it took you a few glances to figure the first domain. You had to pay attention. Your probably read it more than once. Now when the first letter of each word in the domain is uppercased like the second domain, I bet you didn’t have to think about it. You just read it as fast as you can read a normal sentence. You didn’t have to re-read any part of it. That makes it easier to recognize, easier to remember. Overall it makes it that much easier to brand the domain!
Pushing this further, what about if you have ethnic terms in your domain. For example in the city where I’m located one car dealership is always playing their ads on the radio. They’re very big and everyone in the city has at least heard their name once. Probably much more than that because they have a jingle that stays in your head. Whether or not you like it, it creates very good brand name recognition. However, because it’s an ethnical name it’s a little harder to spell out for anyone that’s not of that ethnicity. Not a major issue but as far as marketing goes you should try to minimize any possible confusion to maximize your ROI.
Where am I going with this? The other day I saw one of their courtesy vans driving their customers around which had their domains written on the back it. Even having heard the name of their company many many times it still took me several attempts to correctly decipher what the domain was on the back of their van. How easy is it for you:
What if it was re-written as:
How much easier is that? I personally kept reading the “rich” in the middle of the text as a separate word when in fact the “ri” was part of the first word and the “ch” the beginning of the second word. By just uppercasing the first letter of each word in the domain it quickly removes any and all confusion. The domain is clear. I’ll remember it. Had I not been stopped and little bit bored at a red light I would never have taken the time to decipher the domain. If I had been driving behind the van, I for sure would’ve never known it was from DilawriChrysler.com. Even now when I just copy and pasted the domain I still again caught myself reading the word “rich” in the middle of the domain.
It’s only a matter of time before uppercasing each word in a domain becomes the standard way of writing out domains. It only makes sense. Right now we’re still stuck in the “old” way, but this will change. Mark my word, it’s only a matter of time before you see everyone write out their domain names this way.