How custom URL shorteners can make or break branding
Published on: October 19, 2024 | Publisher: Webn Community
Ok, here is something not so exciting on the surface and yet it is amazingly a game-changer- custom shorteners.
Now, before you zone out thinking this is some nerdy internet thing, let me tell you, if you’ve ever clicked on a link, shared a link, or tried to promote anything online, this is for you.
To begin with, What are URL Shorteners?
You know, like when you paste a lengthy unruly URL and it just appears to be a garbled combination of letters, numbers and question marks? It is there where URL shorteners come in. They clean and tidy up that ugly link and make it look clean and presentable such as webn.in/xyz . Essentially helpful, right?
But the thing about—those generic short links is that they do nothing special to your brand. They do the job but they do not distinguish you. This is why custom URL shorteners are game changers all together. You use your brand, rather than the brand of someone else (such as webn).
Example by taking coffee shop called Brew magic. That could be reviewed, e.g., as brewmgc.com/menu instead of a targeted short link, e.g., webn.in/2Xz4Hk. Notice the contrast?It appears more professional, it creates the feeling of trust, and it brings reminders about your brand.
Why Should You Care?
Now you might be thinking, “Okay, cool, but does this really matter?” 100% YES.Custom URL shortener can transform your business when you have a business, when you want to build a personal brand, or simply when you just wish you could look professional online.
Looks More Professional
Consider what you might post the link to your new creation, or to a cool article you wrote. Which one looks better?
webn.in/3rTfYt9
utm_source=insta_flash_sale
The second one, right? It looks official and makes people more likely to click.
Builds Trust
People are naturally suspicious of weird-looking links. If they don’t recognize the brand in the link, they might think it’s spam or a scam. A custom short link immediately tells them, “Hey, this is from me, and it’s safe.”
Better for Branding
Every time someone sees your short link, they see your brand name. Over time, this builds recognition. If you’re serious about marketing, you want every link you share to reinforce your brand.
More Clicks
According to studies, branded short links receive up to 39 percent more clicks when compared to generic ones. That’s because they look more relevant and trustworthy.
Easy to Remember & Share
A custom link is short and easy to type out. If you’re at an event or on a podcast, telling someone mybrand.com/freeguide is way easier than trying to read out a long, messy link.
How to Get Your Own Custom URL Shortener
Alright, so now that you’re convinced (hopefully), let’s talk about how you actually set this up. Not to worry-it is not as difficult as it might sound.
Step 1: Get a Custom Domain
The domain should be short and catchy and indicate your brand. If your main website is bestcoffeebeans.com, you might want something like bcbeans.co for short links. You can grab a domain from places like GoDaddy or Namecheap.
Step 2: Apply URL Shortening Tool
You don’t need to build this from scratch. There are tools like:
Bitly (you can connect your own domain)
Rebrandly (great for branding)
YOURLS (a free, self-hosted option if you like DIY)
simply sign up, hook up your domain, and bam, you are ready to use custom links.
Step 3: Start Sharing Smartly
Now that you have your shortener in place, be sure to use it everywhere! On social networks, in emails, and on business cards-anywhere you are including links.
Bonus Features of a Custom URL Shortener
If you’re into analytics, you’ll love this part. Most URL shorteners come with built-in tracking, so you can see how many people clicked your links, where they’re from, and what device they used. This helps you understand what works and what doesn’t in your marketing.
You can also create UTM parameters (fancy term, but don’t worry—it just means you can track where your traffic is coming from). For example, you can make a link like:
https://yourbrand.com/sale?
This tells you exactly how many clicks came from Instagram. Super useful, right?
Real-Life Examples
Still not convinced? These are some of the actual brand usages of custom short links:
Tesla uses ts.la/ for referral links.
Nike has swoo.sh/ for promotions.
The New York Times uses nyti.ms/ to share articles.
Even if you’re not a billion-dollar company, you can use the same strategy for your business.
Quick Recap
Custom URL shorteners make your links look professional and trustworthy.
They help with branding and get more clicks.
They’re easy to set up using a custom domain and a shortening tool.
You can track clicks and improve your marketing strategy.