These days, with over 350 million web addresses registered, it can be difficult for new brands to find a name that stands out from the crowd effectively.

However that wasn’t a problem for Stephanie Sta Maria when she set up her online magazine last year. In fact, she found the perfect web address, inside.melbourne, first and then used it as her title and brand.

Stephanie relocated to Melbourne from Kuala Lumpur in 2014 and instantly fell in love with her new home.

“Melbourne was very welcoming, and it is just so vibrant,’’ Stephanie said. “If you’re in Melbourne and you’re bored, you’re just not trying hard enough.’’

Though she works as a content producer for Australia Post, Stephanie’s first love is journalism.

“My forte is people-centred stories,” she said. “I thought, ‘I wish there was a publication here in Melbourne I could write for’, and then thought why not start my own?’’

Choosing the right address

When Stephanie began looking into setting up her magazine, she knew one of the most important parts would be choosing a web address that would boost credibility and allow people to easily understand what the project was about.

“My husband is an IT expert, and he had heard about the new .sydney and .melbourne domain names. As soon as I saw inside.melbourne was available, I realised it was perfect for us. It said exactly who we wanted to be and what we wanted to do. And people are amazed when I tell them there’s no .com.au—they are so taken by it,” Stephanie said.

Because the magazine is online-only, it’s important they provide an easy way for the audience to find their content. This is where inside.melbourne ticks all the boxes: the web address acts as a relevant and memorable call-to-action, driving traffic directly to the website.

Showcasing Melbourne’s “human landscape”

inside.melbourne is a collection of stories about the ‘human landscape of the city’—the people who make Melbourne such a dynamic city.

“We interview the people who keep the city running, from public figureheads to the people behind the scenes,” said Stephanie, “from the invisible ones who you wouldn’t usually see but you would notice if they weren’t there, like paramedics and garbage collectors—the unsung heroes of the city.”

A bright future ahead

“We launched in September 2016 and it’s going really well, a lot better than I had hoped,” Stephanie said.

In fact, since launching less than a year ago, she said she’s received interest from would-be advertisers already and it’s an approach she’s considering as the magazine matures.

“At present all of the magazine’s marketing efforts are driven through the newsletter and socials, so our web address is a crucial part of that strategy.”

Using a .melbourne domain name means audiences can easily identify local businesses, creating credibility. Along with more traffic, businesses also have reported a higher quality of visitors, demonstrated by an increase in visitations, longer session times and lower bounce rates.

For local businesses, a .melbourne domainis one of the most cost-effective ways to reach target audiences.

“Our inside.melbourne domain name is just perfect for that.”