“No one inputs URLs directly anymore. A magic search bar takes care of that for you,” says Eli Altman, creative director of A Hundred Monkeys, a branding and naming firm. He suggests putting an industry phrase in your URL–recall that Elon Musk’s Tesla is still online at TeslaMotors.com. Or a customer prompt: Dropbox.com was originally GetDropbox.com. These days, the ubiquity of mobile computing has put far more emphasis on the app name–and its rank in the Apple Store–than on the URL.

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