My wife’s online beauty shop took on a new product. We were talking about the zit zapping device and the brand name “Zeno Pro” a few weekends ago, so I checked the web and the .co.uk domain was available.

I quickly set up hosting, rammed up our Escape website framework and created a home page with no style. Then, being me, I got bored after two sentences and forgot about it, with a plan to come back later.

Well, it’s no. 2 in Google for Zeno Pro already, which proves two things to me.

1. Domain name choice is important.
2. Vertical and niche markets are where it’s at.