Published 25 April 2025
Familiarity builds confidence
People tend to feel more comfortable with names and extensions they recognise. That does not make newer extensions bad, but the choice should fit the audience.
Cognitive fluency matters
A domain that is easy to read, pronounce and remember places less effort on the visitor. That can help word-of-mouth and direct visits.
Brand first
A domain should support the identity people see across the rest of the business. Clarity and consistency usually matter more than forcing keywords into the address.
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