What to do with a Butt Ugly domain

Judy Roberts described herself to me as “a lady with an idea that decided to take action.”  One of her favorite quotes is: “Ideas don’t keep, something must be done about them” -Alfred North Whitehead.  She thought that if there were other people already selling ugly sweaters that there must be a market, so she just ‘went’ for it!

Mike:  buttuglysweaters.com is an unforgettable name.  How did you come up with that?

Judy: I wanted a name that covered all the different genres of ugly sweaters and I wanted to stand out.  I mean, if you’re looking for an ugly sweater, wouldn’t you rather have one that’s butt ugly?

Mike:  Is there really a market for ugly sweaters?

Judy:  People have been buying ugly sweaters for years.  However, they really just started having ugly sweater parties for the past 3 or 4 years.  These types of parties can occur at any time of the year.

Mike:  How does one go about marketing ButtUglySweaters.com?  Is there a butt ugly target market?  Do you use online marketing such as SEO or banner ads?

Judy: I use the AscenderCart shopping cart to help me appear high in the search results.  The AscenderCart helps me with all the on-page and in-site SEO.  I accompany that with a few links and my blog.

Mike:  I can’t imagine that you produce all the sweaters that you list for sale on the site.  What advice would you have for others looking to start a site in a non-competing line of products.  How difficult is it to get started?

Judy:  You’re correct, I don’t make the sweaters.  I have several suppliers that provide me with the sweaters.  We accent some sweaters with “ugly” stuff to make them uglier.

Find a supplier that can help you meet the demands of your market.   One’s business is only as good as oneself and those with whom one partners.

Starting a business isn’t too hard.  It’s all about finding something one is passionate about and building a business from that passion.  One can’t succeed in a field in which one is not joyfully passionate.  You need to love what you do.

Mike:  What is the volume of traffic the site sees on a monthly basis?

Judy:  I launched the website on September 1, 2010 with modest hopes in selling a couple hundred dollars of ugly sweaters.  I was astonished by the quantity of sweaters I sold and how much I earned.  In the first 90 days we had over 4,500 visitors who found the site using over 430 phrases.  The amount of traffic continues to increase, but I expect as Spring and Summer role in the traffic will decrease.

Mike:   What advice do you have for others who are searching for a domain name for their business?

Judy:  Find an easy to remember domain name.  The domain doesn’t need to be solely a keyphrase; it can be something like bobslawnmowers.com or terryspooltables.com.  Those are memorable while not being 100% keyphrase based.

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