In short: it is “one shot, one kill” doctrine, in marketing terms, of course. You have only one shot to win a visitor, an abstract individual with a very short attention span, a common feature of about 90% internet users. The first encounter with your websites happens when visitor types in or clicks link to website’s URL. Guess what is the the first thing a visitor sees in browser’s address bar? Right, it’s your domain name. That’s where you can squeeze all your narrative in one or two or three words. Remember, attention span is the scarcest commodity of Internets. First, you have to get visitor’s attention in less than 3 seconds. Memorability and brandability of the domain name are important as well, but getting attention comes first.
“Shoot to win” as the marketing slogan of McMillan, one of the top sniper rifle manufacturers, goes.
You have to build a one page website of a prestigious annual meetup of market research analysts. It’s one page meetup announcement, no place to hide, no place to elaborate. Here is the solution – dossier.org. What is the better term for meeting professionals making living on presenting information in a concise structured way? Exactly, one shot.