Rick Schwartz, one of the leading domainers and creator of the TRAFFIC domain conference, highlighted the value of descriptive domains from a brand perspective:


This alone is worth the price of admission. Brad told us his story of spending millions and millions to advertise and brand with his original 3 word creative domain name. When he switched and used a fraction of those ad dollars to buy a category killer domain name, he transformed his business. The dollars he was using to brand was now freed up to do other acquisitions and grow his business in a more dramatic way. NATURAL BRANDING may be the simplest way to describe what a great domain brings to the table.

If you have to make people aware of who you are AND what you do then you are going to need to spend a lot more money on marketing than a business which is built around existing market demand.

What is the leading brand of hammocks? If there is not a clear market leader then Hammocks.com would be a nice spot to set up business.

As the web gets more competitive and generics get established as category leaders there will still be a need for specific brands to differentiate between services, but if you are part of the 99% of small business marketers lacking a large branding budget then buying a category leading domain is an obvious sustainable competitive advantage over other businesses that are in the same position you are. Every market has to have a winner…may as well be you. 🙂

More: continued here