5. Exact-Match Domains

An exact-match domain is one in which the domain directly corresponds with the firm's primary brand.

For a hypothetical venture firm named Northstar Ventures, examples might include:

Northstar.com

Northstar.vc

NorthstarVentures.com

Shorter isn't automatically better, but an intuitive exact-match domain can provide several advantages:

Memorability — fewer words for someone to remember.

Clarity — a direct relationship between the firm's name and web address.

Professional presentation — particularly when the domain is used for email.

Brand consistency — across websites, presentations, portfolio announcements and communications.

The value of these advantages depends heavily on the individual brand.