How to Choose a Domain Name for Your Financial Advisor

What’s in a name? Ever since Shakespeare asked the question, we’ve been seeking the answer.

When it comes to your online presence, choosing your domain name is particularly important. For prospective clients, it’s the gateway to your website.

3 Tips for Choosing a Strong Domain Name

When you hand people your business card, you want your website URL to be concise and compelling. After all, they’ll be the ones typing it into their browser to visit your digital storefront.

Make your domain name sharp. It’s like that scene in The Social Network where Mark Zuckerberg is encouraged to change The Facebook to, “Just Facebook. It’s cleaner.” Details matter for domain names.

Here are 3 tips for choosing a domain name.

1. Know Your Niche

Earlier this year, we wrote about the value of owning your niche. Truly influential financial advisors corner the marketplace in their respective networks, and that process starts with choosing a domain name.

Do you specialize in insurance services, retirement strategies, or wealth management?

Consider ending your domain name with the defining feature of your company:

e.g. www.WilliamsInsurance.com

The full title may be Williams Insurance & Investment Services, Inc., but for your domain name, always aim for the most direct version. If you have a comprehensive menu of services, however, don’t worry about limiting your company to a single title. Keep it broad:

e.g. www.CollinsFinancial.com

2. Be Your Brand

However big or small, embrace the size of your firm.

When we craft original content for clients, outfits with a single advisor occasionally fear being viewed as a one-man shop. Pluralities like “our team” may be off limits, but we encourage these firms to capitalize on the appeal of their size. Boutique offices have plenty of advantages, and when choosing a domain, individual advisor names can work very well.

Plus, if you’re in a small town where everyone knows each other, promote your likability with a domain name to match:

e.g. www.CherylStrongFinancial.com

Conversely, if you have urban offices and a large firm, expand your domain. You could even incorporate the city in the title:

e.g. www.AtlantaWealthAdvisors.com

Wherever you fall on the financial spectrum, play to your strengths and choose the domain that best represents you and your firm.

3. Be Concise

Domains are less about being clever and more about being concise. That’s partially why Amazon and Apple do such great online business.

While we can debate the pros and cons of domain names for days, the ultimate goal is simple. We want clients to visit your website and get on your roster.

The only question is: how easily can we facilitate that process?

3 Extra Tips for Brainstorming a Domain Name

Here are a few rules to keep in mind as you brainstorm a new domain name:

  • Demand a Dotcom: Don’t mess around with .net, .biz, .us or anything but .com. Unless you’re a truly massive company, avoid .org as well. The “.com” extension works around the globe and is by far the most popular option for modern domain names.
  • Networking Friendly: Think of your domain name as your digital handshake. Does it look good on the back of your business card? Does the URL fit properly? Consider its appeal in the real world before registering the domain.
  • Finish Strong: If you’re unsure of your choices, you’ll never go wrong with a few power words and a portmanteau (two words combined). Matched alongside your city, your personal name, or your company title, consider ending the domain with “wealth management,” “financial,” or “advisors.”

Finally, know that the growing power of Search Engine Optimization (SEO) extends even to your domain name. At the end of the day, your domain name is a string of keywords telling search engines like Google how to feature your site.

Choose the right domain name, and lay the foundation for the rest of your website’s long-term success.

Conclusion

While we want you to get the best domain for your business, don’t torture yourself in the process. This shouldn’t be as strenuous as naming a child, and realistically, having a solid digital presence is much more valuable than perfecting your URL.

Once you narrow down your list of domain names, you can easily register them with a hosting provider like GoDaddy or SiteGround.

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