The Right Domain Name Can Win New Clients
By Thomas Gaudio | NJ Biz
When Kimberlee Williams, co-owner of marketing consultancy Femworks LLC, tried to register www.femworks.com as the company’s domain name, she ran into a problem familiar to small-business owners. Someone who had already registered the name, but was not using it, was selling the Internet address for an inflated price, referred to as the after-market.
The person was “not going to sell the name for less than $2,500,” says Williams. She and Tamara Fleming-Cooper, co-owner of Newark-based Femworks, which provides marketing services to companies trying to reach the lesbian and gay community, opted instead to register www.femworksllc.com. The charge is $1.99 for a year.
Williams considers the name to be “less intuitive” than the company’s first choice for those trying to find Femworks online, but she doesn’t think it has impacted business significantly. Last month the company spent $10 to renew the Web name through domain-name registration firm GoDaddy.com for five years, Williams says.
With it becoming routine for people to search online for companies and their offerings, domain names are something that businesses should “give a lot of thought to in their early stages,” says Mark Beck, vice president of The Boulevard Group, Inc., a Web site design firm based in Long Valley, whose clients include lawyers and retailers. “That’s your business name on the Internet.”
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