I've noticed something about great domain names for microsites, including custom URLs for blogs.
1. They have a call to action, or
2. They say something about the user.
Those seem to be two tricks to devising a snappy and compelling URL.
Two articles from a recent issue of PRWeek illustrate this.
First, Kansas-based Payless ShoeSource has launched a social networking site for its customers called www.iloveshoes.com. The "I Love Shoes" campaign is aimed at Payless' targeted demographic, which is 24-year-old women, according to the PRWeek article.
Take note about the URL: It gives the user an identity statement: "I love shoes."
Now, second, a fund-raising microsite to benefit breast cancer research has been launched by JDMedia, a New York-based rseaerch, consumer marketing, and web-development firm. The site, www.SearchTheCure.com, is essentially a branded Google search tool. Behind the scenes, it also uses Google AdSense to raise the funds to support breast cancer research. JDMedia convinced the University of Wisconsin at Madison to make SearchTheCurecom the home page on public computer terminals on campus.
In this case, the URL is a short call to action: "Search the Cure."
So here's the learn, just to re-state it: URLs for microsites and blogs can be compelling when they identify with the user or when they have a call to action. Are there other strategies to naming a microsite or blog?
Update: (I'm sad to report that SearchTheCure.com ran into trouble with Google AdSense because the site directs users to click on sites associated with the interests favored by SearchTheCure, namely cancer research. At this writing, there is a doormat page at the URL explaining that the developers are hoping to work out something with Google or perhaps jump the program over to Yahoo!)
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