Marketing Insight: Two things you need to do to optimize your web address. 

I often find people treat their website URL as just "some copy" they stick on their business card, ad, and other marketing materials.  Don't!

Your URL, also known as your domain name, is a marketing message, and how you present it says a lot to your audience - especially if you're targeting an audience 40 or under. Presenting it the way you did 20, 10 or even 5 years ago risks being 'out of sync' with what your audience expects to see.

If you want to send a stronger marketing message, follow these two simple tips:

1. Ditch the "www". The world wide web is 23 years old. We all know what it means.  It's a dated look. Plus shorter is better. Any properly configured website should work with or without the www.
2. Make it easier to remember. Capitalize the lead letter of each word vs. all lower case. It's easier to remember and is a contemporary look, e.g. ZiplineToSuccess.com.

Such simple changes can make a big difference in how you connect with your customers, and make you more memorable.