Advisory on Selecting a Domain Name

One of the most common dilemnas for new business owners is deciding between a domain name for their website containing the full name of the company and an abbreviated version.

For the most part, we tend to advise against picking acronyms unless they are very short (3-4 characters), and even then with some hesitation. Take for example, an imaginary company called David's Pet Supplies:

David has the option of using his full company name to register davidspetsupplies.com, dps.com, or davidsps.com. dps.com is the most easy to type out and will make for nice, short e-mail addresses (david@dps.com), however it is not necessarily the most memorable web address.

Imagine someone walks down the street and passes by a billboard for his web site. They read the name and then they read davidspetsupplies.com and all they would need to do is remember the name. If they see dps.com, they'd need to remember the web domain name is the acronym. If they see davdsps.com, they need to remember to use the first word and then convert the last two to an acronym

While this may seem trivial, people often overestimate how much time a person is willing to give a random ad. In the world of advertising, reinforcement is essential and A = A can be a lot stronger than A = B. Choosing a rather cold acronym like DPS also fails to utilize a human connection to the word "pet" - which for any pet owner invokes a warm, wholesome feeling.

If David's store was a web only e-commerce store, the shorter version might work well, since it will only exist as a link on Google or an advertisement somewhere. In the age of "autocomplete" though, there isn't as much to gain from a small difference in characters.