This post was written by Brian Lawrence, one of the industry’s foremost authorities on marketing in the wedding industry. Brian has consulted with many wedding professionals and wholesale suppliers at www.brianlawrence.com. Brian also owns Local Traffic Builder, a nationally-known web design, marketing and social media firm serving the wedding and event industry. He is the author of “The Wedding Expert’s Guide to Sales and Marketing” and “The Invitation Business Report” and has helped thousands of industry professionals with his marketing insights through personal consultation, books, seminars, blogs and articles, and speaking engagements at leading industry conferences.
When first developing a website and choosing a domain name, the vast majority of wedding professionals pick one that matches the name of their business. And, that’s pretty much the last thought on the matter.
Except, that domain should not be everything when it comes to building a fully functional, impressive, and effective online presence. You want to secure additional domains to give your business a distinct competitive advantage.
It can be as simple as pointing the domain name to your current site like you would using a toll free number. The secondary domain will simply link to your main domain, but be available via search so you can reach a larger audience searching for those terms.
How it Works
Domains are a solid long-term investment. Their value increases over time, especially if you generate traffic with them. With the right additional domain name in place, you can strategically enhance your business success.
Moreover, it is virtually guaranteed that using these types of domains in marketing will benefit your business. Not only will your site get more frequent clicks, you’ll experience an increased response both online and/or in print.
Additional Domains = SEO Success
It’s become common knowledge that a wedding business cannot maximize the online visibility of their website without some real focus on SEO, aka Search Engine Optimization.
Additional domains, however, allow you to make the most of SEO, and incorporate into the actual name of your website. If done right, a secondary domain name will correspond with commonly searched terms. That means more people will find your business, even if they only did a keyword and/or location based search.