More startups are choosing descriptive domain names that tell the world who they are and what they do

Recent data reveals that startups are increasingly using Memorable, Descriptive, keyword-rich domain names to stand out from the competition

BELLEVUE, Wash., April 20, 2022 /PRNewswire/ — TrueName, a global leader in descriptive domains, announced that more startups are choosing descriptive domains than in previous years by recent data by Marc Köhlbrugge, founder of the BetaList startup launch platform. When a startup uses a descriptive and memorable top-level domain (TLD) like .games or .live, their domain more quickly communicates who they are and what they do with an authentic digital identity that stands out from competitors.

For years, the domain and startup industries assumed that up-and-coming startups would opt for exactly branded domain names ending in the old TLD .com, even if it meant shelling out money. Today, the most forward-thinking startups choose areas that reflect their desire to think outside the box. They choose options like .technology, .fund and .io. These descriptive TLDs are affordable, industry-specific, short and memorable, and present an authentic digital identity that captures customers’ attention.

“We are not surprised by this trend,” said Mina Neuberg, TrueName CMO. “Entrepreneurs appreciate innovative solutions, and descriptive domains help them stand out from the competition. They can express what makes their business unique from the first impression. Domain names that are easy to remember, descriptive and linked to identity are set up for success and SEO impact. And thankfully, descriptive domains are widely available.”

Customizable domain names combined with descriptive extensions allow more clarity to tell a memorable story and are easy for potential customers to find. Many startups effectively leverage keywords in their descriptive domain names that match their brand names, such as,, and Using meaningful keywords on both sides of the dot is key to improving their SEO rankings.

For more information on the rise of startups using descriptive domains, please see this article in Entrepreneur magazine by Julia WeikelTrueName marketing manager.

About TrueName
TrueName® is the global leader in descriptive domains, offering a diverse portfolio with nearly 300 top-level domains, such as .live, .email, .guru, .social and .restaurant. TrueName enables clients to cost-effectively create a personal branding tool to better market their digital identity with more memorable domain names that improve search engine rankings. Plus, customers can be confident that their domain names are fully protected against the growing number of hacking and phishing attacks with the protection of TrueName’s advanced, built-in anti-phishing technology. TrueName is a global brand owned by Donuts Inc., which made the Inc. 5000 list. as one of America’s fastest growing private companies in 2021. The company is headquartered in Bellevue, Washington, with international offices on four continents. For more information, please visit


Sasha Arts
Bella Vista Communications
(408) 458.6316
[email protected]

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