Build a Brand, not just a site.

Many successful online businesses share some commonalities.

First, they learned from their previous mistakes. Every online marketer makes some. You will too. Guaranteed.

Secondly, they built a Brand... One that has lasting value. Branding enhances credibility. Credibility improves conversion rates.

It may be tempting to register online-cheap-discount-widgets.info as a keyword-rich name for your planned widgets site. It's probably available over at godaddy for less than 10 bucks. But it makes sense to think longer term here. What is your exit strategy? You may not ever use it... but you should have one.

Frankly, even a profitable site at online-cheap-discount-widgets.info will have trouble finding a buyer. The brand is weak. As such, it has diminished credibility.

Now, the same content or site concept built at widgets.ext or discountwidgets.ext will attract more potential buyers... AND convert more visitors due to its authoritative name. Assuming the rest of your marketing execution is sound, an authoritative name will often make you more money than it cost. It doesn't pay to be cheap in this case.

Now, I am often accused of being cheap. However, I prefer to think of myself as a value-seeker. I would rather invest 4 or 5 figures in a name with brandability than waste one cent on a name like online-cheap-discount-widgets.info because the brandable name is a better value. It will pay for itself over time.