Using ‘.tech’ or ‘.flights’ or .sports’ for your site feels too “on the nose” and gives vibes of like browsing some directory where things are categorised and sorted. Even worse it implies there are other sites under the same category, and those other sites may be competitors, and this dilutes strength of brand.
lt also suggests strongly what the business does, and while that might seem desirable at first it actually isn’t from a corporate perspective because it means the company becomes tied to their business area and can’t expand and grow out of it into other things.
I think this is a major part of why descriptive TLDs continue to be less preferred over ‘meaningless’ two letter TLDs, because companies want the focus to be on the main part of the domain, not the TLD.
I know someone who has a company with the word “technology” in the name, like “Smith Technology”. They use .technology because it’s literally the name of the company, which I think is good for the brand identity, but have run into issues where people just don’t think it’s a correct url because “smith.technology” looks like it’s missing its TLD.
Another reason is brand identity.
Using ‘.tech’ or ‘.flights’ or .sports’ for your site feels too “on the nose” and gives vibes of like browsing some directory where things are categorised and sorted. Even worse it implies there are other sites under the same category, and those other sites may be competitors, and this dilutes strength of brand.
lt also suggests strongly what the business does, and while that might seem desirable at first it actually isn’t from a corporate perspective because it means the company becomes tied to their business area and can’t expand and grow out of it into other things.
I think this is a major part of why descriptive TLDs continue to be less preferred over ‘meaningless’ two letter TLDs, because companies want the focus to be on the main part of the domain, not the TLD.
I know someone who has a company with the word “technology” in the name, like “Smith Technology”. They use .technology because it’s literally the name of the company, which I think is good for the brand identity, but have run into issues where people just don’t think it’s a correct url because “smith.technology” looks like it’s missing its TLD.