When your site’s branding should not match

Many new customers of our web-to-print system ask us what domain name they should select for their new web-to-print site. In particular, they want to know if web-to-print sites’s domain name and branding should closely match their business name or not. There are some advantages to having a domain name that does not match your physical business name:

  1. You can target a different audience
    If your business name is too specific or too local, it may limit your reach and appeal to potential customers. By choosing a different domain name and branding for your web-to-print site, you can attract customer from different locations.
  2. You can target a difference price point
    If your web-to-print site is not linked to your brick-and-mortar business, then your web-to-print site can offer prices that you would not offer in your brick-and-mortar business.
  3. You can optimize the SEO of your new site
    If your business name does not contain any keywords related to your products your web-to-print site will sell, it may not rank well on search engines. By choosing a domain name that includes relevant keywords, you can improve your new site’s performance and traffic for specific keywords. For example, if you are building a site to promote a specific product like presentation folders, then a domain name like “jones-commercial-printing.com” will not rank well in search engines. However, a domain name like “jones-presentation-folders.com” will rank extremely well.
  4. You can avoid trademark issues
    If your business name is already registered by another company, you may not be able to use it as your domain name without infringing on their rights. By choosing a different domain name, you can avoid legal troubles and potential lawsuits.

Of course, having a domain name that does not match your brick and mortar business name also has some drawbacks, such as confusing your customers or losing your brand recognition. Therefore, you should weigh the pros and cons carefully before making a final decision.