In Branding on the Internet I discussed what you should call your web site, the short answer is it should match your business name, the longer answer is in that article. Part of the branding article was about using additional “Generic” or product related domain names for extra qualified leads to your web-site, hopefully leading to more business.
My advice, then, as now was:
“You know your business and how well a sale does for you. If your average sale netts you $1,000 profit, then an extra domain name only needs to bring in one more sale every few years to pay for itself. If your average sale netts you $10 profit, then that extra domain name needs to bring in 4 or 5 extra sales a year to pay for itself. Stop and think what your potential customers will be looking for and try to find the right domain name(s) for them to find then register as many money making names as your budget allows.”That article assumed you would be registering previously unregistered domain names, but what if the generic name you want is owned by someone else? Many people give up at this point, but it may well be that you can still acquire it.
