Poet and author Maya Angelou once said, “People will forget what you said, people will forget what you did, but people will never forget how you made them feel.” It occurs to me that this sentiment applies to websites as well.
No one remembers all the information on a website, but we do get a definite feeling about a company’s value, services, and culture from a site’s content and visuals. How that site makes us feel then influences our decision to contact the company (or not). That feeling begins with the company name. Here is an example of a site that uses a metaphor in its name that immediately evokes an “I-want-to-work-with-this-company” response.
Set a Theme
Suppose you are a small to medium sized company in need of coders and strategists to help you with product design, product development, and/or maintenance and optimization for your site. You do a Google search and, after entering your various filters for geography, service, and budget, you discover that there are upwards of 40-50 firms that could help you.
Many have weird names like “Geniussee Development,” clever, but more confusing than compelling. Some, like “ABC Developers, are clinically correct, but emotionally empty. Others like “Software Wizard” are self-glorifying (What are they like to work with?!).
And, then, you see a company called codebuddy.co
Now, that’s appealing. Who doesn’t like a buddy? The metaphor immediately conjures feelings of, and associations with, trust, relationship, 
reliability, help, comfort, collaboration, and fun. So, you click on that link and what do you find?
The Name Delivers
That warm and fuzzy feeling is manifest throughout the user experience on the site.
- A friendly logo greets you immediately when you get to the home page. (Makes you smile, which releases feel-good neurotransmitters in your brain.)
- Every product and service description ends with a benefit to you. (What are friends for if not to help you?)
- Services and products are described in simple, conversational prose. (Looks like it will be easy to work with them.)
- Case studies and client videos reinforce the collaborative nature of how they work. (Collaboration trumps boastful expertise any day.)
- Values, mission, and culture statements reflect the strong emphasis on relationships. (Results, yes, and delivered with genuine teamwork and comfort.)
By the time you finish reviewing the site, those neurotransmitters are in full swing and you are eager to become codebuddy’s next “buddy.”
What’s in a Metaphor? Everything
Metaphors conjure images. Images evoke feelings and associations. In this case, the “buddy” metaphor sets the theme for this company, sets them apart from the many, many other online development companies out there, and “walks the talk” throughout the rest of the site — which increases the odds that prospects in need will call them.
In your world, if you are seeking a name for a new site and you want similar responses, ask yourself
- What really sets your business apart from your competition?
- What metaphor captures the essence of that difference?
- How can you incorporate that metaphor into a name that will hook your target market and entice them to connect with you?
Anne Miller
Make What You Say Pay! – with Metaphors
Definitely visit codebuddy.co to see an example of a site well matched to its name
Photo by Markus Spiske on Unsplash
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