Yay! You have a URL and website.
Boo! You only have one.
But . . . Yay! You’re a savvy businessperson and willing to listen to why you should care about buying more URLs.
Here are four reasons you want additional domain names (URLs).
1. Search. People might conduct a Web search for the keywords in your URL. (But please do not do this for SEO. Read the comments below for thoughts on that from people far wiser on the subject than I.)
2. You want to be the owner of the URL. You’d be devastated if someone else got it.
3. You have multiple audiences. It confuses people when they see work that isn’t in line with what they know about and expect from you.
4. A branded URL is easier to remember and to share.
Now for some real-life examples to support my points.
You’re a Woman (or not!)
All women should own the URLs of their married and maiden names, including any version you can find in between.
Owning multiple versions of your name applies to you guys, too.
I have kept my maiden name, but I own AlysonStanfield.com, AlysonBStanfield.com, and ABStanfield.com. Why? Because people can search for me using any of those and I’d be mad at myself if I let anyone else get them.
You might also own versions of your name, in addition to URLs with your name + words like “art,” “studio,” or “sculpture” attached.
Multiple Audiences for Your Art
Artist Dora Ficher asked in a coaching call for the Art Biz Incubator if it would be good to separate her licensed art from her fine art. Absolutely!
It doesn’t mean the two sites can’t be linked, but you don’t want people looking at paintings to be confused by seeing bed sheets.
Branded Products and Programs
It might be wise to buy a domain name for a class you teach, a trip you lead, a book you wrote, a big exhibition, or a year-long project. For example, I own the following URLs.
While it sounds like a lot of work to build multiple sites, please note that I don’t have separate sites for all of these domains.
Only my book has a dedicated website. The others are built as pages on ArtBizCoach.com, and the domain name is pointing to the page name.
For example, ArtBizMakeover.com goes to ArtBizCoach.com/golden2013.
Wondering why bother with another URL if it’s just a page on your website?
As I mentioned in the opening, the first reason is that you’ll probably be upset if anyone else gets the URL.
The second reason is that it’s easier to send people to a quick URL that contains your branded name than to one with a string of backslashes.
What domains do you own?