A Line Item for Domains — Expens’d Forgot

Expense tracking startup joins list of horribly named web firms.

Expense tracking firm Expens’d didn’t budget any money for a decent domain name, and ended up with Expensd.com (notice the missing ‘e’).

I’ve seen plenty of poorly name firms in my day, such as Flickr.com. But Expens’d is entering an impossibly crowded field and can’t afford for people to have difficulty finding its web site.

This how a pitch to a client would sound:

Firm: Check our our web site for expense tracking — Expens’d.

Client: Cool, I’ll check it out. What’s the web site?

Firm: Expensed.com. Err, but without the ‘e’

Client: Oh, so x-pensed.com?

Firm: No, the last ‘e’.

Client: The last e? So e-x-p-e-n-s-d? Do you have a business card or something so I can remember it when I get in front of my computer?

Look, I don’t believe you have to have the perfect, category killer domain to launch a web site. But you have to have something that’s easy to remember and easy to spell.