You may think that selecting a Domain Name for your facility is as easy as registering “myclubname.com.” Well, think again! There are a number of important considerations when registering a Domain Name (or names) that may impact your business for years to come.
What if “myclubname.com” is taken?
If your club is called “City Health Club” chances are there are dozens of cities that may actually have a club with the same name already registered. Your options at this point are limited to taking legal action (and waiting months or years) if you think you have a case, or registering a new one. I believe that “dotcom” is King and you should try to stick with a “.com” domain. You may also want to register “cityhealthclub.net” or “cityhealthclub.biz” but I really think you should stick with a dotcom. One creative way around the dilemma of someone else owning “cityhealthclub.com” may be to add something unique or regional like “cityhealthclubdallas.com” or “mycityhealthclub.com.” The second choice, however, is somewhat long, which brings us to our next concern.
Your domain name is too long!
OK, your club’s name is available, but its name is, “Long Beach Health and Fitness Zone.” The domain name is too long. Studies show that once domains grow longer than 12 characters the chances that they are mistyped or not remembered increase exponentially. You probably already abbreviate your name as “LBHFZ” for newsletters and bulletins. Certainly, “lbhfz.com” is better than “longbeachhealthandfitnesszone.com.” However, keep in mind that domains are important to search engines and if you want to be found in your local market, you may wish to spell out your town as it will help your search engine positioning (for example, longbeachhfz.com).
What if I want more than one domain name?
Actually, that’s not a bad idea. There are 3 main reasons to own more than one domain name each with its own use:
1. To protect your identity
2. To promote your identity
3. To prevent identity theft (or “cybersquatting”)
I often tell the story of my own dentist to illustrate all three in action. My dentist’s practice is called Chesapeake Family Dentistry. However, the domain “chesap eakefamilydentistry.com” is quite lengthy. However, I did encourage them to register it to keep their competition from doing so (Reason 3). I also instructed them to register “chesapeakedentistry.com” for their corporate identity on stationery, business cards and the like (Reason 1). But, because the word “Chesapeake” is often misspelled even by locals, I encouraged them to get “annapolisdentist.com” as a marketing or promotional domain (Reason 2). They still own all three domain names but are using the annapolisdentist.com now exclusively. Then, make sure all domains point to your one website.
Domain Name Rules of Thumb
Here are some helpful tips that may help you with your domain name:
1. Beware of the “domain slammers” who send you an e-mail or letter warning that your domain is about to expire and ask you to send a check or credit card info to have them renew it. Most of these are fraudulent companies who take your form and use it to transfer your domain to their service illegally.
2. Try to avoid putting awkward letter combinations together. If you have too many vowels or consonants together it leads to confusion and mistyping.
3. Make sure your domain can be easily remembered. “Healthworks.com” is much easier to remember than “healthcanworkifyoutry.com” Keep in mind someone has just a few seconds to read and remember your domain.
4. Imagine how it will look as part of an e-mail address. A long domain will make an even longer e-mail address if you have a long name to go in front of it.
5. Don’t let your domain name expire! If you do you may never be able to get it back. Most ISPs can register your domain for up to 10 years in advance, but two years is probably a good compromise. Now that you’ve settled on a name, promote it like crazy!
The best part about a domain name is that there are no limitations on self-promotion. You can and should place it on every promotional piece you produce, all your print ads, your schedules, your brochures … EVERYTHING! Put it on pens that you give out, your staff shirts, get silkscreened T-shirts that you give away or sell for a nominal fee to your members (let them promote your club everywhere they go). Make sure your voicemail recording mentions it as well. Some clubs even give their staff members up to $20 a week in gas money if they drive around with magnetic signs attached to their cars. The only limit to how you use it is your imagination.
One final thought, make sure that your domain name goes to an attractive, informative and effective website! If not, all your efforts at promotion may be in vain.
Glenn Steers is the Director of Internet Services for ClubSolutionSites.biz. He can be contacted at 800.536.5830, or visitwww.ClubSolutionSites.biz.
