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?
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.
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
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
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.
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.
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.
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
butYou 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.
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.
- In the opening sentence capture why this domain name is exciting and valuable.
- 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.
- 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.
- 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.
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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