A well known hardware store in the northeastern US shows how important a generic domain name can be to a company’s web presence. On the way back from a trip to Newburyport yesterday, I was listening to the Red Sox game on the radio (Sox won), and I heard a commercial for Aubuchon Hardware. Aubuchon is clearly not an easy name to spell for many, especially those who are driving and need to remember it when they get back to their computers.
However, as the commercial was playing, I realized that I had seen their domain name before. I was looking into a domain name Rick Latona sold a few months ago, HardwareStores.com, and I came across the singular, which is owned by Aubuchon Hardware, and instead of forwarding to AubuchonHardware.com, HardwareStore.com is its own standalone website, with the brand website forwarding to it.
As I anticipated, the radio announcer directed listeners to HardwareStore.com, which is a smart decision. These days, if people can’t spell a company’s name or remember their website, they could be dead in the water. A generic domain name makes it easy for consumers to remember the website.