There are essentially only three ways we get to a site: we can be surfing one site and see a link which looks promising, we can type in a search query then click on the link in the search results, or we can enter the domain name directly into our computer’s Internet address bar. This method is generally known as direct navigation.
Direct navigation occurs when the person who is searching knows the precise website they are looking for and approximately one-sixth of all traffic have directly typed in the domain name. Those firms who are fortunate enough to have a domain name which brings in this highly targeted traffic are probably aware that not only does the right domain name bring traffic to their firm—it prevents the competition from obtaining those crucial leads.
The Benefits of Generic Domain Names
What many people are unaware of is that a relatively generic domain name can bring the kind of targeted traffic that most firms only dream of. Those firms who manage the highest number of direct-navigation domain names are much less reliant of the whims of the search engine algorithms. When all the generic domain names a firm owns are redirected to the primary domain, your firm has just upped your traffic considerably.
Consider that Barnes & Noble owns the domain name “books.com” which is then redirected to their primary website and you will understand the importance of generic domain names. In many instances obtaining these generic domain names can be considered “Internet real estate,” meaning you may even be able to write off the cost of such a business asset. Of course in the legal business, finding generic domain names which pertain to the industry may take a little more creativity, but could certainly be worth a brainstorming session or two.
The Importance of Choosing Your Domain Names
If you are new to the legal website world and have not yet chosen your primary domain name, be aware that this is truly one of the most important aspects of your overall online marketing strategy. A unique yet pertinent domain name will increase your profits for years to come by allowing your customers to find you easily. The best domain name will drive web traffic and sales to you and will, of course, reflect your legal services. When choosing a domain name think relevance and simplicity as well as ensuring the domain name is memorable and easy to spell. It is crucial that you include your firm’s primary keywords in your domain name whenever possible.
While there are other extensions such as .info and .biz, a .com address will be much more easily recognized by the public, and for those who are typing your domain address directly into the search bar, they will naturally add the .com. If you happen to live in an area where a domain name such as kansascitylawyer.com is available, grab it quickly! You can always redirect such a domain name to your primary domain should you choose to have your firm’s name in the primary domain.
Because domain names are relatively inexpensive, choose as many as are available from your short list. Should you not use the domain name in the next couple of years, you will likely have no trouble selling it and might even turn a profit. For expert and professional advice regarding domain names as well as any questions regarding legal web design or law firm website content, call (800) 877-2776 for your free consultation. You will receive valuable advice and strategies from highly experienced writers with a law degree – not sales representatives.
