They are:

First, they are short and simple. Shorter is always better. Short web addresses are easier to remember and reduce possibility of typing errors that can trip up potential visitors.

Second, they are descriptive. Your web address should be a preview of what visitors will encounter when they visit. Your name, in itself, may not provide enough of a clue to your web site's contents to entice visitors to drop in.

Third, it should be memorable. The very best URL's combine simplicity and description with an unique element-often a play on words-that helps potential visitors remember your web site address hours, days, or even months after they first encounter it.

As a result, a successful web address often requires more thought and creativity than immediately obvious. Your first instinct, usually to name your URL after your name or your firm's name, may not-in long run-be best choice.

So how does your present or proposed URL measure up:

Is it Short. Is your URL as short and easy to type as possible?

Is it Descriptive. Does your URL do a good job of describing content visitors will find when they visit?

Is it Memorable. Is your URL easy to remember, even if your name or your firm's name isn't? Is it distinctive or humorous?

First they do everything they can to get people to leave their names and e-mail addresses so they can tell them about upcoming sales, new products and so on. Consider offering a free newsletter or service that sends out updates about your products or services.

Second, they pay close attention to their catalog copy. They try to make it interesting yet concise so that it can be easily understood. Also, their pricing information is very clear.