Many companies are built around a mobile application. Since “the app” is what’s being offered as a service, is a website built on a domain name necessary for the app's creators?
Let's ask ourselves a few key questions:
- Is your app branded?
- Do you wish to only rely on app stores to bring in new users?
- Do you communicate with vendors, advertisers, legal services, customers, etc?
- Can your app offer everything you need?
- What is an easy path that you can trust and control to direct users to?
Answering the above will help app creators better define their goals and the purpose of their app product.
Is your app branded? Yes, it is very likely that your app is branded, and the best business decision is to protect your brand, so you can be you, without confusion. A great way to help protect your brand online is to own the best matching .com domain name.
For example, if you brand as TikTok, it makes sense to own the best domain name to that brand name, TikTok.com because it’s you! Just because TikTok is an “app”, it’s still a brand name and deeply in-line with the standard trends of companies owning and using matching brand .com domains.
Exact match .com brand domain names give an impression to consumers of credibility, which is simply natural due to patterns used by the biggest and best in the world.
Owning your brand .com allows communication with customers, partners, and other services via email that brand aligns with your app/brand offering.
Owning the domain name presents you with options, and the use of a website opens up further opportunities for your company to grow and offer more than just what your app does.
Not everybody uses mobile devices, so ignoring web-based users is a mistake, so is trying to “explain” an easy path directly to you for consumers to download your offering or learn more about your service. Instilling trust only in a 3rd party app store is risky. You control your website, so it’s a wise destination to direct customers in advertising efforts to an entity controlled by you, which greatly reduces competition and confusion as to which app to download or if it’s the official app.
Apps are great and are widely used but branding is very important to every app offered and the company behind the app. Solely relying on app stores to be able to deliver directly to your customers brings in high risk and potential confusion.
Does your app offering need to own the brand matching .com domain name with an active website? Absolutely, because your offering is way more than just an app and a domain name is way more than just a website!