Site name: wording rules for different types of resources

Site name: wording rules for different types of resources

Remember, like Vrungel; “As you name the boat, so it will float.” It’s the same story with a domain for a website. But there are exceptions to this rule. That is why, when choosing a domain name for the next project, it is important to know the requirements for it (even if it will be bought).

These rules differ for different types of sites (here are the exceptions). Let’s analyze them for the three most common formats – a landing page, a page of a regular resource (information or news), an online store.

Domain compilation rules for a selling one-page page

Everyone knows how important a landing page is. How little text is on it and how carefully each word should be. This is the case when you need to think about a short phrase of 100 characters longer than a longread 2 pages long.

The beauty is that all of these subtleties are not about domain selection. It can be almost anything. The main thing is to be located in a trustworthy area and not look like a viral software by itself. The rest is complete freedom. Just because few people look at him at all.

What’s the secret? First, the landing page almost never has organic traffic. They go to it from the site or from the post of a trusted blogger. Accordingly, no one will search for it by name. Unless by the name of a stock or brand, but this is already a matter of correct tagging and positioning of a one-page page in a search service.

Secondly, landing pages “don’t live” for a long time. Moreover, in the changing conditions of the current e-commerce, promotions not only replace each other – they can be restarted even before the expiration of the first event. And in this case, one landing can be replaced by another several times a quarter. If a company spends 50 thousand rubles on a beautiful domain for each such site, it will have nothing left for advertising and promotion.

Although, of course, all this does not negate the indirect advantages of the correct (thematic) name. If it is possible to register it, it is worth doing. Only in terms of traffic and search, a beautiful domain will not give any privileges. But it can improve the behavioral factors of those who follow the link here.

Regular content site

A fundamentally different approach is needed here. The domain for the site, which, in fact, lives on organic traffic, is selected very carefully. Signs of a perfect name:

  • 1-2 words in transliteration (for example, or;
  • 3-10 characters (less is better, but 5 to 8 is considered optimal);
  • if possible, sibilant (w, w, h) and vowels, which are difficult to read in transliteration (i, e, s), should be excluded from the phrase;
  • words, if there are more than 1, must be separated by characters (a solid line is not readable);
  • It is advisable to take words that are close not to the brand name (if it says nothing about the goods), but to the subject of the resource.

It is very good if you get a short phrase that is easy to listen to and remember.

Online store

In the case of an online store, the importance of choosing the right name is at its peak. Because it determines at least a third of a person’s decision to go to the seller’s website. The same rules apply here as for a content site. With some additions.

First, there should be one word in the name, maximum 2 if the second is shop or service. Second, the wording of the name takes precedence over the zone. If there is no way to register a beautiful name in the .ru or .рф zone, it is better to sacrifice the popular zone than the beauty of the name. Thirdly, there is no need to name the store as it is offline (“At Katyusha’s”, “Ivanov and Co”). The domain should have a clear reference to what it sells (preferably with subtext, from which it is clear that it is the seller or manufacturer).

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