Imagine you run a startup company with a generic sounding name. Because you’re a startup with little funding, you’ve decided to save money and use a low value domain name. Perhaps you’ve hand registered a new gTLD domain name or you grabbed something like GetBrand.com or ItsBrand.com instead of Brand.com. You share some news and a major publication writes about your company but doesn’t include a link to your website. Good luck being found.
That’s sort of what happened to a company called WellSaid, which was written about today in TechCrunch. Technically, the company is called WellSaid Labs, but the title of the article mentions WellSaid, and the company is known as WellSaid. In fact, if you look at the company’s website, it refers to itself as WellSaid rather than WellSaid Labs. In the TechCrunch article, there was not a single link to the company’s website. This is not unusual. Many industry and mainstream publications write about a company without a link to its website.
I was curious to see what domain name WellSaid is using, and I directly navigated to WellSaid.com. That brand match domain name is owned and used by a public speaking and communications firm called Well Said. A Google search for “well said” didn’t help much either. The top results were definitions of the “well said” term. When I searched for “WellSaid” without a space between the words, I found the company’s website. Smartly, the company owns the .com domain name with the full name of the company – WellSaidLabs.com.
The Google search also showed something interesting. WellSaid is advertising for its own keyword search. If you search for WellSaid in Google, you’ll find the company in Google’s search results, but you will also notice there is an “Ad” at the top of the results page:
My guess is the advertising spend is because people were having a bit of a tough time finding the company when searching Google for the name of the company.
In this particular case, WellSaid was fairly easy to find with a couple of Google searches. I have seen worse situations where a company’s website was more difficult to find. This illustrates a challenge startups face when their domain name doesn’t match the public brand name under which the company is marketed. I can only imagine how many emails intended for WellSaidLabs.com email addresses end up in the @WellSaid.com inbox.