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One of the questions I'm frequently asked is how to choose a domain name, or the URL beginning http://www that people will type in their address bar to get to your website. Here are some important points to consider:
1. When possible, your website should be your clinic name.
The golden rule in choosing a domain name is make it easy to remember, and people associate your web name with your practice name. It is not a good idea to get "creative" with domain names as a marketing ploy or to generate buzz. For example, if your clinic is named Baker Chiropractic, then "bakerchiropractic.com" is a far better choice than "painintheneck.com."
2. Are all "dots" created equal?
So what if your clinic is Jones Optometry, and jonesoptometry.com is already taken? Do you try to go with a different name altogether or go with an alternate extension such as .net, .biz, or .org? This is a tough question about which people don't agree. Many think that ".net" and ".org" extensions are acceptable
domain names, although .org is frequently associated with non-profit organizations. Others argue that .com has a decided advantage because when people type in a name without an extension, browsers search for and display the .com URL.
Personally, I can't help but recommend getting a .com URL, even if it means making some adjustments in your domain name. Here's why: Most people's fingers automatically type in .com out of simple habit, and they may never realize their error. I recently made that same mistake--and I had designed the website I was looking for! If I had trouble typing in the correct extension, how much more confusing for patients? It was then I decided to recommend .com and only go with .net in cases where there was no other viable alternatives. If you have to go with a .net name, make sure to stress this when you direct patients to your website.
3. What about using hyphens in the domain name?
This is an acceptable option if it's the only way to get your clinic name with a .com extension. If you can get "jonesoptometry.com" then you don't want to go with "jones-optometry.com" for a couple of reasons: It's too easy for people to forget the hyphens, it's a pain to type, and it's confusing when you're trying to tell people over the phone.
4. What about abbreviations or acronyms in your domain?
If you have a practice with a long legal name, such as "Adams, Baker, and Jones Chiropractic Center" then common sense tells you that "adamsbakerandjoneschiropracticcenter.com" is a little too much of a good thing and perhaps you should consider in this case "abjchiropractic.com." Really long domain names make it too easy for people to make typing mistakes. However, use caution; if you go with a shortened version you want to make sure you choose an abbreviation that will not confuse your patients. In the example we just sited, "abjcc.com" is ripe with pitfalls. What if patients forget the "Center" in your name and just type "abjc.com"? Also, domain names should include at least one identifying keyword (in this case, "chiropractic") for better search engine placement. Finally, if the patient doesn't get the connection between the abbreviation and your practice name, they'll just see a confusing jumble of letters that they may have trouble remembering.
5. What are other good alternatives for domain names?
If your practice name is not available with a .com, consider other options that will make sense to your patients. For example, let's say your chiropractic clinic's name is Back and Neck Center, but backandneckcenter.com and backandneck.com are both taken. Consider adding your city to the domain, denverbackandneck.com.
Here's another option that doctors have that other businesses don't--using your own name, as in drjones.com or drdonjones.com. The goal for any domain name is to find one that's easy to remember. There is no question that your name is very familiar to your patients. However, this option has it's own dangers. Potential patients whom you've never seen will not have the same connection to your name and if you ever add an associate or partner the name will not work well.
When choosing a domain name, there is no right answer for everyone. Pick a couple of options and test them out on family and friends. You may be surprised at the good feedback you get!
I hope these suggestions have given you insight into some of your options. I'll post suggestions later on ways to market you new domain name and website. As always, if you have questions or need help, don't hesitate to email me!
As always, best wishes for personal happiness and practice health!
M.
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| Posted by Mary Barton at | | | |
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As we're quickly winding down 2006 and preparing for the a brand new year, many of us automatically start the business of reflection and setting new goals. Here is my goal for 2007:
To help chiropractic and optometric practices experience larger growth through better Internet marketing.
How can I do this? First, I'll continue to provide a quality service at reasonable rates. Second, I hope to use this forum to answer common questions many doctors have about getting a practice website up and running.
If one of your goals for 2007 is to finally carve out your corner of Internet real estate, then I invite you to visit this forum often. Each week I'll address a different topic: choosing a domain name, the best choices in web hosting, what information should you include on your website, the advantages of allowing patients to request appointments online, how to save exam time by having patients download and fill out office forms before they come in, how to use the Internet to highlight your practice's unique niche in the market, etc. Of course, you don't have to wait for these discussions; you can always email me or call if you've decided to move forward immediately--a good beginnng for 2007!
Best wishes for personal happiness and practice health for 2007. Let's all make this a stellar year!
M.
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| Posted by Mary Barton at | | | |
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