30 entrepreneurs reveal what changed after getting their best domain name

Kristina Mišić
Sep 26, 2019 · 14 min read

If you are seriously considering investing in a premium domain name, you certainly have many questions such as:

However, what’s of particular interest to every entrepreneur? The real-life examples of those who have already taken this step. Have their brands become stronger after acquiring their perfect domain name? Do they have more sales? What happened to the direct traffic of their website? Do they have lower marketing costs?

Spoiler alert: Yes, their businesses have grown — so has their overall company valuation. This is what we found after compiling some quotes from entrepreneurs who have shared with the public what changed after they acquired their best domain name.

“When we founded the company in 2016, securing the domain Fair.com was anything but easy. However, very quickly we saw great returns with respect to customer recognition, service adoption, website exposure, and SEO.” — Scott Painter, Founder and CEO at Fair (The story behind Fair.com)

Having your best domain name is very important for your online brand. It improves brand recognition, increases credibility and helps you get found online more easily. California startup Fair.com definitely turned the car market on its head by providing a quick way for would-be drivers to get vehicles from a trusted brand. How does your domain name resonate with your customers?

“We have seen better overall conversions and lower drop-off rates on our campaigns. For us, an important factor is that having a premium domain provides better access to big lead buyers and leading advertisers as well due to, again, the trust factor.” — Frans van Hulle, CEO & Co-Founder at PX.com (Behind the Million Dollar PX.com Purchase)

In 2018, ReviMedia announced they’re rebranding to PX.com. This move was a great choice for the company given that there’s nothing easier to type on a cellphone or tablet than a two-character .com domain name. How does your domain name help you to get more direct traffic, easier client conversions, word of mouth, lower advertising cost, and more effective marketing campaigns?

“When we talk to a partner and give them an email address, name@ring.com, they always say “wow.” Also from a viral perspective, everyone can remember Ring.com.”Jamie Siminoff, Chief Inventor and Founder of Ring. (Behind the Rebranding of DoorBot to Ring.com)

The first thing a customer interacts with is a name, so it has to convey the right message; it has to “wow” your target market, business partners and investors. When people think about your brand, what are the feelings and associations they have?

“We were already respected in the domain industry before Investor.com due to past acquisitions such as StockBrokers.com (2011, $185,000) and ForexBrokers.com (2016, $150,000). That said, yes, Investor.com certainly had a positive effect on our reputation in the industry, especially given it is was our most significant acquisition to date, by far.” — Blain Reinkensmeyer, Managing Director at RMG (The story behind Investor.com)

Keyword domain names will greatly benefit your traffic for the given keyword. In order to make the most of your SEO efforts, you should always aim at choosing one or more keywords — terms that are popular in online searches. How much do you spend on getting traffic to your website?

It certainly helps in terms of BD and other aspects. Our team is very excited about this change and the brief domain is easier to go into people’s mind.” — XAG team (The story behind XA.com)

A Chinese manufacturer of agricultural drones XAG adopted a two-letter top-level domain name XA.com to ensure its customers, investors, and business partners that they are an established, legitimate brand and, as a result, trust them more easily. What is the real customer’s perception of your brand?

“We grow through word-of-mouth, through people tweeting about us and talking about us, so the address matters.” — Tim Campos, Co-founder and CEO of Woven (DomainNameWire.com)

The more natural it feels to pronounce your domain name, the easier is for your target audience to promote your brand through word of mouth. After all, it’s your online identity — people should be able to find you without much thought. How easy is it for the customer to pronounce your domain name?

“.com sees much more traffic than a .io! It was a no brainer to buy the domain, especially since we got a great deal on it.” — Phillip Akhzar — Founder & CEO at Arka.com (The story behind Arka.com)

Most worldwide known brands operate on their exact brand match, .com domain names. By choosing the best domain name you’re investing in the right asset today for building a strong brand for tomorrow. What opportunities do you miss by not owning your perfect match domain name?

“People tend to like you if you’re associated with something else they like. So, I would say we probably wouldn’t have been able to achieve the same success without PadPiper.com.” — Jack Forbes, co-founder and CEO at PadPiper (The story behind PadPiper.com)

Your name is transmitted day in and day out, in conversations, emails, voicemails, on the product, on business cards, marketing material and in presentations. What procedures have you put in place to ensure a consistent brand presence in all your on- and offline brand communications?

“We knew that our current marketing system would work exceptionally well with a domain as strong as BookKeeping.com. The purchase price has nearly been recouped in annualized revenues just two months from launch.” — Brandon Littlefield, BookKeeping.com (Why This Company Paid $150,000 for BookKeeping.com)

At a time when every dollar counts, choosing a good domain name is the best way to put your marketing dollars to work for your brand. Does your brand name create confusion for your customers? How does this affect your marketing budget?

Having this Joust.com domain made us feel that our branding was complete. It’s simple and easy to remember.” — Lamine Zarrad, CEO of Joust (The story behind Joust.com)

Your domain name is an essential aspect of your brand. It dictates how customers will think and feel about your company from day one. What ideas and feelings do you want prospects and customers to have when they see your domain name?

“We noticed more conversions from our client integrations using that trademark once we acquired the TLD.” — Graham Dodge, Co-founder and CEO at SickWeather (The story behind SickWeather.com)

Now that the world is swarming with competing companies, it pays to take every opportunity you can to stand out. How much time and effort do you put into boosting your brand’s identity?

“After acquiring User.com we noted a 300% increase in traffic.” — Tomasz Sawicki, CMO at User (Acquiring User.com was strategic, the price was a steal)

People are already searching for your business and they will be happy to find you immediately. How would 300% increase in direct traffic reflect on your marketing budget?

“Our company has always been called “Neighbor,” so people would naturally type in Neighbor.com assuming we owned the domain. All of that direct traffic was lost. Making the switch eliminated that problem.” — Joseph Woodbury, CEO and founder at Neighbor.com (The story behind Neighbor.com)

If another company owns the .com version of your domain name, you can expect many of your new and existing customers to end up visiting their website first. Does your business have what it takes to succeed in today’s increasingly competitive marketplace?

“We all feel, and our customers confirmed that it’s a great name, easy to recall and connect to, just like our team and our mission.” — Adrian Gradinaru, Founder and CEO of Sailo (The story behind Sailo.com)

If your business’ name is hard to spell and pronounce, too lengthy, or confusing, you can’t achieve recall in your audience. Are you confusing your customers, business partners, and investors because your domain name is not easy to recall and connect to?

“We have been completely thrilled with the response! Since we upgraded, we have had a real rush of positive messages of support congratulating us on the strong choice. It feels really great to have that outside affirmation of our already-established internal conviction that we made a great decision.” — Kathryn Ross, Brand manager at Phrase (The story behind Phrase.com)

Online software translation management platform PhraseApp removed the “app” word from its domain name and upgraded it to the exact brand match domain Phrase.com. One of the reasons the brand opted for this move is to be more relevant and help its website rank higher in search engines (think: voice-assisted google searches and shorter domain name applicability). What happens when you say your domain name out loud to a voice search assistant?

“Owning Cover.com has lent an extra level of legitimacy to the brand and this, in turn, has translated into sales. We have seen firsthand how it helps get people over the hump when it comes to investing their money with us. Immediately after moving to Cover.com we saw our conversions rise, largely because customers would cross-reference our app on the internet before they made the purchase decision.” — Karn Saroya, CEO and Co-founder at Cover (Entrepreneur’s Handbook)

It’s easier to sell things when people are already fascinated with your brand. By building a strong online brand presence, you’ll be able to acquire more qualified traffic that can easily be converted into leads and/or sales. How much of your traffic is direct? What is your conversion rate?

“It certainly erases the negative impression that Enterprise users had when they tried to visit Packet.com before we owned it. While they would often find their way to .net, it was a poor experience and lowered the value of the company in the eyes of our biggest prospects. We no longer have that problem!” Jacob Smith, CMO of Packet

A good domain name can make a positive and lasting impression, while a bad one can send visitors running. How will potential customers, business partners, and investors first encounter your name?

“Not only does it brand us very clearly, but it has a much better potential for search and places us in people’s minds as a bigger company from the outset. Feedback has been extremely positive from the industry. Our staff even reports that in casual conversation, people believe they know what Trip.com is, even if they don’t…the brand is so simple it gives people the feeling that they should know us, even if they don’t yet.” Travis Katz, CEO of Trip

When customers recognize and back your brand, it helps lend a competitive edge to your company. What’s your strategy to increase brand awareness?

“We always get great reactions when people learn about our name and company. It really does give people the understanding that our brand stands for service and quality.” Lawn.com team

When done effectively, more brand name recognition enhances the track record of your business, builds trust with your potential customers, and infuses commitment with your clients. What does your brand stand for? How will your customers recognize your brand?

“People are trusting us with their finances and TryDave just didn’t seem to give me the same confidence as Dave.com.” Jason Wilk, Co-Founder and CEO of Dave

Building a successful brand is not possible without the trust and loyalty of your customers and clients. Are you doing what it takes to earn the trust and loyalty of your customers? How much is your customer’s trust worth to you?

“Brand is key. Having a one-word category killer name as our brand has been everything for us.” Craig Clark, CEO of Pillows.com

When potential customers are searching for services just like yours, they’re going to search using keywords. How much do you spend on getting traffic to your website?

Owning the keyword name Cubicle.com has definitely positively impacted the business! The largest benefit has been that it provides the business with instant credibility. Customers are often wary of making large-ticket purchases online, so having the Cubicle.com domain name provides them with a higher level of comfort and trust, which leads to a higher rate of conversion.”Liz Lohman, Co-founder of Cubicle

Dreaming of the day your business becomes a household name? Customers simply don’t want to do business with a company they can’t trust. What is your business doing to be more relatable with your customers?

“It’s been quite a wild ride. Since acquiring the name in 2006, our business has been transformed. First, the organization is perceived to be an authoritative website. At conferences, people often ask how we got the name and I share the story. This alone has created some positive word-of-mouth for us. I also believe that a good name gives prospective customers the confidence to do business with us because they feel we are *the* company to work with.” David Ciccarelli, the CEO and founder of Voices

As a free form of advertisement or promotion, word of mouth marketing is a good way for a business to spread the word about a product or service. Are your customers mispronouncing your brand name? How much do you think a word of mouth can bring changes to your business?

“We will still operate the brand BuyLegalMeds.com, but CBDOil.com not only has authority, but it has a lot of trust to the consumer when they visit a site like that.” Joe Vargas, the Founder and CEO of BuyLegalMeds

What turns a search listing into a click on a website is credibility. The more closely your domain name is associated with the products/services you provide, the more credible your business will seem. Are you focusing your marketing efforts not just on acquiring customers but on the real value of their return buyers? How much time and effort do you put into boosting your brand’s credibility?

“In our meetings, the phrase ‘We understand your brand name’ was mentioned to us many times. It is doubtful we could have secured not only the meetings but the attention and interest we experienced if we had hit the market with anything but the FrenchRiviera.com label.” — Fred Mercaldo

The best way to tell your customers, clients and business partners how amazing you are is to make them experience it — and they’ll spread the word. When people think (and talk) about your brand, what are the feelings and associations they have?

“Without question, the domain name opened many doors and opportunities for our company.” — Paul Rubillo, CEO/Founder of Dividend

Avoiding picking a domain name that could be limiting as your business grows is the first step you should be thinking about if you want your business is to grow and thrive. Do you plan to cover only your local market forever? When you grow, will your domain name grow with you?

“Owning the domain name Cookies.com has had a significant impact on our business. Not only does it have a high brand recall, but it also adds a lot of credibility to the story when working out deals with partners and suppliers. Customers trust the brand and that helps to convert shoppers into customers. A lot of people are delighted by the name.” Stan Sandberg, co-founder of Cookies.com

If you want your customers to recall your business with ease, a great domain name can pave the way to an unforgettable, timeless brand. Is your brand name memorable? How people think and feel about your business?

“The Headsets.com domain has been the smartest thing we ever did, I think. It gives us credibility as a market leader.” Mike Faith, CEO of Headsets

To become a leader, businesses need to find ways to differentiate themselves from others in the industry. Do you keep track of the industry you are competing in to gain an advantage over your competitors? How is your domain name different from theirs and what do you need to improve?

“Everyone inside the team loved the name immediately, which was very important to us. A great name is good for marketing but is also critical to team spirit.” — Avner Braverman (Co-founder & CEO of Reshuffle), and Amir Shevat (Co-founder & CPO at Reshuffle)

If your team has to spell out your domain name more than once for it to be understood, then it won’t work. Do your team members pronounce your domain name with pride and confidence? How many important emails have gone to a domain name that matches your brand name? How does your name affect the work of your team?

“Most people like to know right away, “Who are you and what do you do.” This re-brand accomplishes that.” — Rick Carey, the Founder of Destruction

When you break business down into its simplest form, your job is to build enough trust with your audience so they feel comfortable buying from you. How does your domain name help you communicate your mission, values, brand differentiators, and value propositions?

The amount of value the right domain name can bring to your business is priceless. Not only it will help your brand to increase conversions, but it will also help you establish a leadership positioning.

We hope this will be of use to you in the process of getting your perfect business name. If you have any questions, need any help with acquiring your EBM (exact brand match) domain name or just want to chat with someone about the process, book a free consultation at MarkUpgrade. We are always happy to hear from you.


Kristina Mišić

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Our small team incorporates 20+ years in the marketing and branding industries, as well as Domaining, Web Development, Search Engine Optimization, Search Engine Marketing, and Sales.

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