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information Is Domain Name Presentation Important?

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In a recent NamePros Blog post, I looked at the different ways a domain name can be found. One of the most important is through the lander.

Over the last few years additional marketplace choices, and additional lander options at marketplaces, make it possible to add a variety of presentation elements to your lander. These might include descriptions, images, logos, video content, etc.

This article looks at the options available, and whether the presentation of the domain name influences the chance of a sale, or the likely selling price.

A poor domain name is unlikely to sell, no matter how brilliant the presentation, while the most desired domain names sell irrespective of presentation. But what about the middle ground? Is a name more likely to sell, or more likely to fetch a higher price, if it is presented in an engaging and elegant manner? Can a sound description help persuade a potential client that a name is the right fit for them? Does including a logo with your domain name help?

A poor domain name is unlikely to sell, no matter how brilliant the presentation,
while desired domain names will sell irrespective of presentation.

Spoiler alert: this article poses numerous questions on the topic of domain presentation, but provides few definitive answers on the overall effectiveness of enhanced presentations for domain names. I hope readers will contribute their ideas, experiences and opinions in the comments section.


Logos

The brandable marketplaces, such as such as BrandBucket, BrandPa, and SquadHelp, present domain name choices via an individual logo for each domain name. If you set up an Efty personal marketplace, the domain names will also be presented by logo or graphic.

The general purpose marketplaces, such as Afternic, Sedo and DAN, present domain name search results in list format. In some cases, however, a logo or image can be displayed once a potential buyer selects further information on a domain name from the list. At DAN you can specify if a logo is part of the package displayed and sold with the domain name.

Does a logo help a domain name sell? This topic has been discussed a number of times on NamePros, including in this thread that was started by shorterwinters. Among the points made, logos are more likely to matter for brandable names, most buyers will not use the logo even if it is provided as part of a package, and a good logo may help build interest in a domain name.

The view was expressed that, in most cases, the logo will not hurt prospects for sale of a domain name, unless it is a really poor logo. However, the alternative view was also mentioned. Poor quality logos, or those that represent only one of multiple possible uses for the name, are most likely to be detrimental.

I see merit in the following point mentioned by Joakim. The logo can help the potential purchaser see the intended structure of a domain name more readily than simple camel case presentation. It can also help an ordinary name seem more special.
It can add some spice to an awkward name, or to a name that would be difficult for others to envision.

If you do decide to use logos, there are multiple free sources for logo generation. These produce logos of varying quality. Another option is to hire a NamePros member to create something a bit better for your domain name through the Design Contests section.


Images

It is well known in marketing that the right image can play a key role in an effective advertisement. Some marketplaces, use images on their landers, while others do not. In some cases, such as Epik, it is possible to select your own custom image for each domain name.

Does the right image help your name sell, or at least get a second look? I don’t know. It seems to me, it must help in some cases. However, if the image suggests a different use from the one the potential buyer has in mind, it could be a negative as well. Also, be sensitive to any possible negative connotations in an image.

When promoting domain names on social media an image or logo definitely helps the name get noticed, and probably increases the probability that it will be shared by others.

If you do decide to use images, and have the option to upload images for your landers, some sources of royalty free images include Pixabay, UnSplash, StockSnap, Flickr and many others. Check carefully the specific terms of use for each service. In particular, Flickr has a variety of license types, so only certain images are free to use for domain presentation. Of course, if you have high quality and appropriate images that you have taken or created yourself, that is even better.


Descriptions

Many marketplaces now allow you to write detailed descriptions, customized to each domain name, but should you?

This topic has been discussed a few times on NamePros, including in this thread started earlier this year by kalkar. A number of the arguments in favour of descriptions come with both positive and negative aspects. For example, I noted that
You may provide ideas regarding use of the domain name that the potential purchaser would not have considered. This may help turn those browsers into purchasers.
but
If you outline how the name might be used, and that is not consistent with the ideas that the prospective buyer has, that may limit how they view the name.

While taking the time to present a carefully worded case for the domain name might be a signal that it is a worthy name, on the other hand I noted the possibility that
A good domain name speaks for itself. If you explain the virtues of the name, it is saying you don't really have confidence that it is truly a great name.

Over the years, I have personally expended a lot of time writing domain name descriptions. I am not convinced that has been worth the effort, or even that it has positively influenced sales. That said, I still think some sort of description has merit. I have evolved to thinking that very short descriptions, just a few sentences might be best.

A short description might consist of the following three elements, each presented in a single sentence.
  1. In the opening sentence capture why this domain name is exciting and valuable.
  2. In a middle sentence emphasize one aspect that might help convince the user to consider the domain name in more detail. For example, does the name have great search characteristics? Alternatively, provide further information, such as renewal rate if it is an unfamiliar extension, or recent trends in use of that extension.
  3. The final short sentence should be a call to action, perhaps stressing that most domain names sell only once, or that this one has an optional payment plan to ease acquisition, or that the acquisition and transfer could happen easily and quickly.
A few points with respect to specific lander choices.
  • Note that at Afternic and Sedo, which lander option you choose will determine if the domain description will appear on the lander.
  • With Efty landers, you can customize both the bullet points and the description itself.
  • With DAN landers, don’t overlook that you can use line returns to make your description more readable. Also, italic and bold text can be set, if desired. To invoke this while editing the description highlight the text and the symbols B and I will float above for selection.
  • Epik landers give you full customization of the formatting of text, even allowing external links if desired. That might be helpful if you have FAQ documents on things such as how transfer works, the value of a quality domain name, etc.
One final potential advantage of including descriptions, and in fact one that argues in favour of longer descriptions, is that descriptions may help the ranking of your domain for-sale pages in Google search. It is unlikely that your domain lander will get much ranking or traffic, but I think there is at least some chance that a potential purchaser will find your domain name that way. I was recently doing a Google search on a topic related to one of my two-word domain names, and was surprised when the marketplace listing for the domain name appeared on page one of search results. It is important to link from your own website to the domain listing to establish one link, and also to include in the description important keywords.


Videos

There is substantial evidence that increasingly video presentations are preferred in general, and indeed are often expected in marketing of products and services. Does that also apply to domain names?

In a few lander options, it is possible to add your own videos. Also, if you use your own hosting for landers this is possible for any name. Whether your lander allows video linking or not, a video can be created for any domain name, and shared on social media.

While preparing video promotions for an entire portfolio is probably not feasible, the effort and cost may be worthwhile for a subset of your domain names. An engaging video with a professional presentation will help your domain name get noticed, and shared, on social media.

For domain names that could be used in very different ways, it is possible that the use hinted in the video will be in conflict with that under consideration by the potential purchaser.

I hope some with expertise in video production, will share in the comments some tips for getting started, along with recommended tools and platforms. If you have already tried video presentation of domain names please share your experiences.


Other

What is possible is only limited by your creativity. This year we have seen domains promoted by celebrity endorsements, others with captivating social media presentations.

What additional presentation ideas have you tried, or are considering using?


Final Thoughts

This is a topic that has interested me for years, but clear evidence on whether presentation really matters seems elusive.

Perhaps the most important presentation choice is lander style. Both Sedo and Afternic now permit a variety of landers, some more minimalistic and others with descriptions and additional details. NameSilo give you a choice of five lander styles, Dynadot currently have few lander choices, and their CEO indicated that lander and marketplace updates were on the way, and Epik landers are like small websites. Efty offer a large number of customizable choices. While DAN do not give you multiple lander choices, you can customize things such as what is presented and whether you use custom images or logos.

When GoDaddy added their own branding to both landers for names listed via the GoDaddy listing service and on Afternic, there was an immediate improvement in performance due to familiarity and trust of the GoDaddy brand.

Other key aspects include whether pricing information is given on the lander, and the communication option(s) offered, such as an email form or a number to phone or both. But those are topics for separate articles.

When I look at other businesses, it seems that emphasis is placed on presentation. Clients expect real estate professionals to provide information sheets and online image-rich presentations, often with interactive video. Auto sellers have graphically engaging online materials, as well as elegantly presented brochures. I think, for at least some domain names, there is potential to increase sales through more engaging presentation of the domain names.

With several virtual domain shows and conferences coming up, it would be interesting for them to have a competition for the most effective presentation of a domain name. This would provide a platform to see some creative professional examples, and of course give those domain names additional exposure.

Please share in the comments section your own experiences and opinions on the topic of presentation of domain names. I would be particularly interested if you know of data on whether presentation elements make a difference in domain sales.

While don’t use the comments to promote a bunch of your domain names, please do feel free to share, if you wish, one or two examples from your own portfolio that you consider effectively presented.
 
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The views expressed on this page by users and staff are their own, not those of NamePros.
The coming years will see a lot of innovation in search. Domain search is stone age considering current and possible tech. Sadly, GD is taking the lead.

Intelligent search is the answer to all discoverability issues that push down sell through and industry cred.

By intelligent I don’t mean:

Query:

”Banana”

”- Banana.com is taken. How about these?

BananaFace.com
FreeBananaHats.com
YouBanana.com
BananaX.com”

I mean intelligent. Based primarily on the nature of the query, not the keyword, or it’s dictionary listed synonyms.
 
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You MUST have a domain parked/available in such a way that makes it easy for someone to purchase or to inquire as to its availability.

But the old saying applies to domain names...'you can't put lipstick on a pig'.

https://en.wikipedia.org/wiki/Lipstick_on_a_pig

ADD: Another great article...thanks Bob!
 
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Why the focus on what presentation can’t do? What about what it can do? Much more interesting.
 
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The more you accumulate the less time to present it with frills. I would suggest building a portfolio building the landers before worrying about how to present it navigation will do as it took quite a bit of time for me (spare time) just to upload it all. After doing things manually have a fair idea of why dan epik do well as offer fast solutions so can work on the flare. Market place scripts plugins might be another avenue i will use but still wanted my own marketplaces both html and wordpress etc.
 
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Description cannot harm the buyers intentions as they could see something even more valuable than you in the domain name and you are just adding something more.
 
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Good article Bob! I wrestled with this question over the years. I finally came to the conclusion that all the fancy window dressing doesn't help in most cases. Perhaps with branding domains it can help some. But then I read AbdulBasit's recent sale of AutoFun.com for $50k from a basic Afternic lander and I believe it kinda drives home the point again: you don't necessarily need all that window dressing to make a great sale.
 
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I don't like to thrust a logo onto the lander and complicate the idea's of the type in traffic. If they have entered in the url then chances are they know why they are typing it in.

I do like the idea, that the presentation of the website holding the domain can validate the quality of the domain for sale however.

A logo will work on a search based naming marketplace where an end user is searching for a name for a particular niche.

But these are just my thoughts and not backed up by data.

Now back to landers. I just discovered this lander by typing in curate[dot]ai. One of the best lander I have come across.

Is it from NameCheap? It says powered by namecheap at the top.
 
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Presentation is only part of making a domain more sellable or garner higher value. But it is an important aspect and kudos to @Bob Hawkes to write about it in such detail.

The first thing to consider is that many domain sellers, especially new ones, overestimate their bad domains and underestimate their good ones. Putting lipstick on a pig doesn't change the fact it is still a pig. (Apologies to pig lovers everywhere)

Having written that, domains that have clear business use or make good candidates for revenue generating websites, can certainly benefit from a professional presentation. Few of the benefits are:
  1. More serious offers.
  2. More BIN sales.
  3. Lead generation.
  4. Establishes your authority/respectability/sophistication/professionalism/etc.
Attention to presentation is for the farsighted domainer who wants to sharpen her or his sales skills. But of course, if you want to benefit from presentation you must forward your domains to custom landing or sales pages.

I'm a little saddened that Bob did not mention our unique SaaS (Software as a Service), DMP, for building domain shops and landing pages as it basically gives you flexibility to use any of the presentation elements mentioned and more. But I still like you, Bob. ;)
 
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Thank you for your perceptive commentary on presentation in general, @TCK . And sorry about....
I'm a little saddened that Bob did not mention our unique SaaS (Software as a Service), DMP, for building domain shops and landing pages as it basically gives you flexibility to use any of the presentation elements mentioned and more.
The entire area of scripts and services outside the big marketplaces did not get covered, other than brief mention of Efty. I am glad that you have informed readers through your comment of the flexibility of your offering in supporting all of the types of presentation mentioned here.

But I still like you, Bob.
Thank you :xf.smile:.

Bob
 
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Yes, presentation can be of the upmost importance in interesting a buyer.

Many of our domains were attractive to hobbyists, small businesses, entrepreneurs and the like.

These potential end-users were as likely as not to have a bit of an emotional reaction to a name rather than purely a business perspective - reaction to a name.

Accordingly we used very " name specific " landers - complete with some of the names shown in various fonts and designs and on occasion, illustrations or photographs specific to the domain.

I would always visualize the potential end-user typing in the domain to see where it went, then arriving at an attractive and really informative inviting lander and then, envisioning for themselves how they may use the domain name for their respective purpose..

Today I primarily just list and describe on a major platform, more a matter of time and convenience than a smarter alternative.

Great topic Bob!
 
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Thank you Bob for another brilliant writeup.

We have a large percentage of our population who are visual learners from birth.

It is not their fault; they have to see diagrams, pictures, graphs, etc. before they can make some sense out of this world.

For example, a visual learner may see a domain name in black and white written in a small font parked somewhere. His or her mind will not be able to register any meaningful information.

However, the same domain will be parked somewhere else adorned with logo in vibrant colors with impressive fonts and something will click in their mind: “Oh boy, I can use this domain for this and that!”

It is the way of the world.

Our Creator wants varieties, different races, different animals, different learners, etc.

We must respect Him for that.
 
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I don't like to thrust a logo onto the lander and complicate the idea's of the type in traffic. If they have entered in the url then chances are they know why they are typing it in.

I do like the idea, that the presentation of the website holding the domain can validate the quality of the domain for sale however.

A logo will work on a search based naming marketplace where an end user is searching for a name for a particular niche.

But these are just my thoughts and not backed up by data.

Now back to landers. I just discovered this lander by typing in curate[dot]ai. One of the best lander I have come across.

Is it from NameCheap? It says powered by namecheap at the top.


3sixty,you are absolutely right about the lander for Curate(dot)ai. It is impressive.

I have no idea that Namecheap offers special or individualized landers.

At the moment, I have 60 domains in my Namecheap account all having their generic lander with ads (with the exception of those I parked elsewhere).

You can check the example of one of my domains at Namecheap, Doemart(dot)Com.

If they are into special landers then it is commendable. I shall try and exploit it.
 
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I think a lot of this just creates busywork for domainers "looking for that secret formula", when it really comes down to whether anyone is out there is actually interested in buying your name. You can't polish a turd and quality really matters - it's like a big producer once said, if you have a truly great script and just toss copies out on the LA freeway, someone will contact you and buy it.

If they are interested in your domain, they will look for it, they will find it, and they will attempt to buy it.

You certainly don't want a poorly-designed lander or some sketchy parking page that could detract from the visual appeal, but a lot of the constant "prettying up" is just insecurity and the hope that there's some "secret formula" to riches and suddenly you'll be able to sell millions of dollars in domains. It's like women and shampoo, domain investors are always trying new things and always hoping.

Instead, concentrate on domain quality, marketability, and value.
 
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I think a lot of this just creates busywork for domainers "looking for that secret formula", when it really comes down to whether anyone is out there is actually interested in buying your name. You can't polish a turd and quality really matters - it's like a big producer once said, if you have a truly great script and just toss copies out on the LA freeway, someone will contact you and buy it.

If they are interested in your domain, they will look for it, they will find it, and they will attempt to buy it.

You certainly don't want a poorly-designed lander or some sketchy parking page that could detract from the visual appeal, but a lot of the constant "prettying up" is just insecurity and the hope that there's some "secret formula" to riches and suddenly you'll be able to sell millions of dollars in domains. It's like women and shampoo, domain investors are always trying new things and always hoping.

Instead, concentrate on domain quality, marketability, and value.

Even iPhone does advertise!
 
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Even iPhone does advertise!

I think you're in the wrong thread - we're talking about Domain Name Presentation, not spending money on paid advertising.

That's a whole different conversation, and I highly doubt purchasing a Super Bowl ad would pay of for any domain investor. Even the Domain King would take a bath on that one.
 
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Well Super Bowl ads, I'm sure it paid off for a registry *edit, registrar.. at the very least. At this point, as much as we don't like it, GD could also be considered an investor.

Any advertising, paid or not, imo, is relevant because it could be considered a form of DN presentation. Or are we just talking about the end-result, ie lander? I mean, wouldn't a well-constructed tweet, for example, with some catchy hashtags and cute emojis describing the DN, be considered a form of presentation? At the same time, a few thousand re-tweets and now it's turned itself into an advertisement.
 
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Well Super Bowl ads, I'm sure it paid off for a registry *edit, registrar.. at the very least. At this point, as much as we don't like it, GD could also be considered an investor.

Sure, just like Microsoft and Google, and Jeff Bezos owns a small book store.
 
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I really appreciate all the excellent points, on many sides, being made in this thread.

Although it was not part of the examples in the OP, I am not sure that I agree that advertising is off-topic.
I think you're in the wrong thread - we're talking about Domain Name Presentation, not spending money on paid advertising.
It seems to me that one could view advertising as one form of presentation. It is an interesting question on the economics of whether it might pay off, and that topic is somewhere on my list of 100 or so things I am considering writing on at some point.

It seems to me interesting that the brandable marketplaces do things differently from the general purpose ones. As noted in article, they use logos as the presentation, rather than list. They also encourage search via niche, something that as far as I can tell Afternic search does not permit. If you use the filters on Sedo you can search using their different category levels, so closer to the brandable. At DAN you can, as at Sedo, use filters and starts with or ends with in search, but as far as I can see no browse by category. The big sellers, or at least the several I checked, do not seem to include much in presentation.

While some have focussed on quality of name is what matters, or presentation won't make a good name sell, I think that is pretty obvious as the original article points out. The question is whether presentation makes a difference in selling domain names. Some have pointed out that domains are of course used for websites, and it seems strange that the power of at least a modest presenting page seems missing from a majority of the names for sale. I agree that seems unusual to me too.

I know some end users do browse or belong to NamePros. I would love to get feedback from those who buy retail names on whether presentation has any influence on their choice, or what would influence their choice.

BTW I do agree with @DomainRecap that one should not view presentation as some secret sauce. Rather, I would view it more as a form of advertising, maybe help you reach a few other potential purchasers, maybe slightly influence them positively.

Thanks again for all of the excellent points being made.

Bob
 
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You're correct Bob, but in that specific case I was replying to the "Even iPhone does advertise!" statement, which denotes massive corporations like Apple, Microsoft, etc. and not some domain investor spending $20 on Google ads or sending out a pile of outgoing email inquiries.

I look at that as more promotional tools rather than pure advertising, but hey, potatoe - potato.

Something like iPhone ads (hence my "Super Bowl ad" hyperbole) are either not affordable or not viable for domain investors to start exploring.
 
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I know some end users do browse or belong to NamePros. I would love to get feedback from those who buy retail names on whether presentation has any influence on their choice, or what would influence their choice.


Bob


Thanks Bob for your observation and suggestion.

However, I doubt whether any domainer on NP would like to own up publicly that they buy domains based solely on presentation.

Rather, I am suggesting that those of you who own private mini domain markets should carry out this little experiment:

One page will have domains presented with logos, etc. These same domains will be presented in a list form on another page.

These two forms of presentation will be given the same exposure.

After a period, perhaps one year, a form of A/B testing will be carried out to determine which form of display is more profitable.

This form of experiment removes all forms of subjectivities, etc.

It appears tedious, but it is the best way of finding the truth!

I am glad to know you Bob. There are lots of things I am going to learn from you.
 
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I assume no one really come to Afternic to brainstorm. They either type in and end up on the lander, or find the name on registration path on partner registrar's site.

Given that afternic search barely works, it would be a lost cause if anyone dare to try
 
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I think you're in the wrong thread - we're talking about Domain Name Presentation, not spending money on paid advertising.

That's a whole different conversation, and I highly doubt purchasing a Super Bowl ad would pay of for any domain investor. Even the Domain King would take a bath on that one.

I am in the right thread.

Having a appealing lander may get some eyeballs and may be a sale. Not end use sale necessarily.

By the way, not all iPhone ads are done at Superbowl.

There are some people, who buy domain names based on appeal and then build a business around it.

But to each his own. I understand that.
 
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Nice points there, Bob. I would like to add, for Domain Names market, its solely a Buyer's market. What buyer Wants and at what price, is sometimes totally unexpected. I have had sales for domains which I thought I won't be even renewing the next year. I am sure lots of people face this too. Likewise, some good domains keep sitting at your portfolio year after year.
 
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