Really good well-branded businesses will have a URL that matches with their business names.

For example, I have and that is my main URL. Now, I have a few other ones that I’ve purchased. So I purchased because that’s one of my brands and I have a couple of other ones that I have but my name URL is my main one because that’s my business name.

And sometimes what I see is that people’s URLs don’t match what their page says. So for example, something like (just to be crazy) Toys R Us and that’s like and it points to The Shopping Channel network (like something like that) where you know, you just look at it and you’re like “Huh? I don’t get it.”

When this happens something very interesting goes on. So our brains look at the URL. And then they look at the page and they don’t line up. And so whenever our brains got confused. They’re like “wow wow wow!” Fight or flight kicks in and when fight or flight kicks in, chances are that unless somebody knows you or knows your brand really well, they’re going to get out of there really fast.

Like they’re going to be like, “Yup! See ya, I’m out”. So one of the things that you can do for your business is to make sure that the website address that you have matches what you see.

And what I actually ran into this week is that I was talking to somebody and this was someone that I really felt strongly should be on a strategy session with me because while her website was okay, there were a lot of opportunities there for us to grow.

I invited her to a strategy session with me and I sent her my calendar link (which she asked for). So she gets my calendar link and she said “Well my friend got hacked. How do I know that I’m not going to get hacked by clicking on your link” and I was like you know what? That’s is a valid concern. Everybody should think that every time they get a link.

I mean she doesn’t know me from Adam. This is the first time that we started talking so I totally get it but I was able to say well look at the URL. It’s my domain name – my name is Jennifer Anastasi. I’m sending you to that matches.

I’m not sending you to some random URL. I’m sending you my name and then the end of the URL is “book a strategy session”. So the name of the URL and the name of that web address, it matched exactly what I said. I said “this is how you book a strategy session and oh, yeah, by the way, my name is connected.” And so all of those things are signals for trust.

Those are things that basically say to somebody “This goes where I’m telling you it goes.” And nowadays people have to be so careful because we do have people out there that do really crappy things.

And we do have people out there that are like, you know what I’m going to send you this like really spammy thing, and the next thing you know, you have a virus on your computer. So things like that make it so important that your business name matches the URL in the anytime that you send somebody a link and you know, it’s got the URL in it, make sure they match.

The things like, you know, I want someone to book a strategy session, it’s going to say book a strategy session. That’s one of those little ways that we can really gain trust and help people click on the link that we’re asking them to click on.

About the Author

I’m Jennifer Anastasi, an Engineer turned Brand Strategist. I empower other service-based businesses to find that clear brand and online presence using my background in tech mixed with creativity (I'm a lifelong creative after all). Unlike courses or group programs, I focus on each business as a unique entity and break down complex and intimidating concepts into easy-to-understand ideas for custom results.

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