Using ‘.tech’ or ‘.flights’ or .sports’ for your site feels too “on the nose” and gives vibes of like browsing some directory where things are categorised and sorted. Even worse it implies there are other sites under the same category, and those other sites may be competitors, and this dilutes strength of brand.
lt also suggests strongly what the business does, and while that might seem desirable at first it actually isn’t from a corporate perspective because it means the company becomes tied to their business area and can’t expand and grow out of it into other things.
I think this is a major part of why descriptive TLDs continue to be less preferred over ‘meaningless’ two letter TLDs, because companies want the focus to be on the main part of the domain, not the TLD.
Another reason is brand identity.
Using ‘.tech’ or ‘.flights’ or .sports’ for your site feels too “on the nose” and gives vibes of like browsing some directory where things are categorised and sorted. Even worse it implies there are other sites under the same category, and those other sites may be competitors, and this dilutes strength of brand.
lt also suggests strongly what the business does, and while that might seem desirable at first it actually isn’t from a corporate perspective because it means the company becomes tied to their business area and can’t expand and grow out of it into other things.
I think this is a major part of why descriptive TLDs continue to be less preferred over ‘meaningless’ two letter TLDs, because companies want the focus to be on the main part of the domain, not the TLD.