Example 1

When people see a site advertised in passing and think to visit it next time they are online, more often than not they can’t remember exactly what the web address was.

In most cases this leads people to search for it using a search engine (or not visiting at all!).

This is where risk of losing that potential visitor comes into play. Since the visitor can’t remember exactly what your web address is, they type in roughly what it is and often a description of what it is – the result? Every web page remotely related to the words you just typed, not to mention the more prominent sponsored adverts!

I will give an example using an actual web site. The name has changed now but the basic site still exists, as does its search engine placement, so you can check for your self.

The web address is ‘jc-creative.com’ and is the web site for a design business called ‘J.C Creative Solutions’. Let’s say someone saw an advert for this, and wanted some flyers designed. A few days later they go to visit the site but can’t remember so they visit a search engine – they search for:

‘jc solutions flyer design’

The site does not rank at all on the first page, and instead many other web sites offering the same services appear. Not only that, but the words “flyer design” have brought up major competitors with ‘pay-per-click’ adverts.

Basically anyone who doesn’t remember the web site exactly is now confronted with all  competing businesses, offering the same service with the convenience of being one click away

... I doubt many people would continue to search for ‘J.C Creative Solutions’.

Example 2 - click here

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