shutterstock_164451179What springs to mind when you hear the word Weave?

Chances are great that it was not the start-up outfit in Lehi, Utah that is helping schedule-based businesses like dentists integrate their CRM software into phone calls and text messaging.  The company Weave raised $5 million in funding to launch and expand their business of ‘weaving together’ customer information so that when patients call, the office immediately knows who they are and what they need according to their records.  Recent articles have been positive about the company.  We just question what they are doing about their domain name.

Weave has been making solid inroads building the company and increasing customers.  However, it is also fighting a constant uphill battle when it comes to building its brand with the current domain, www.getweave.com. The company could not use weave.com because it is unavailable and currently hosts products and services traditionally associated with woven textiles and clothing.  This is the historical association most people make with the word “weave.”  A more modern association can be seen in the search engine results for both “weave” and “get weave.”  The words pull up a plethora of hair-weaving results since both are now highly associated with hair extensions and replacement.  But the main problem with their name isn’t so much the associations as much as it is the Radio Test with their domain name.

While we understand the concept and what Weave founders Jared and Brandon Rodman are trying to accomplish with their new VoIP communications service for dentists and doctors, they are probably doing their business a disservice with their domain www.getweave.com.  The company was astute in going with a .com because no other extension conveys instant credibility for a business.  We applaud Weave for looking for a single word to describe the company and what it does.  It is consistent with what some of the biggest and best brands have done to dominate their markets.  Google is a good example of this.  But GetWeave.com, in a sentence, on the radio, it sounds like “Get Weave.com“. This is bad for Weave. Not only they will end up losing customers who have heard of them and are seeking their business, but also their cost of customer acquisition (CAC) will go up as more cannot find their business. A smarter investment early on in a better domain would have addressed this problem.

Definitely, it is getting harder every day to find a .com domain name that fits and serves your business as it meant to be and sometimes creativity may be required, however businesses should make the effort to invest in the domain that work for them, not the other way around. If your business has chosen a domain that is not quite right, contact us.  We can help find the perfect name so that your customers can find your business straightaway.

Tracy Fogarty

Founder & CEO at eNaming
With over 20 years in the brokerage business, Tracy Fogarty has helped thousands of clients achieve their goals on both sides of the negotiation table. Creative and result oriented professional, Ms. Fogarty strives on honest communication, value proposition, the big picture perspective, and bottom-line profitability.