Until I started a blog about a year ago, I wasn't sure what those three letters, URL, signified. I had seen them but I really didn't know what it was about. When I told my brother that I was going to write about URLs he said, "What's a URL?" As may be obvious, this article is being written by a not particularly tech savvy person. I have the benefit of folks like me in mind.
I learned URL is an abbreviation for Uniform Resource Locator. The acronym URL may not be known by everyone, but everyone on the Internet uses URLS whether they realize it or not. URLs are Web addresses. URLs are names. Both can be said. And well, names and addresses are important. They tell people how to find you and they may tell people something about who you are as well. An easily recognizable name immediately brings to mind an image.
So maybe the answer to the question is obvious. How important is a good URL? If you want people to find you on the Internet then your choice of URL is significant. If you want people to come back again after once finding you, an easy to remember URL may make the difference.
Your URL should be an identifier that is memorable and logical. Those are the two most important cues for most people. Ideally, the name or address chosen will also be short and easy to type.
If you are a company named XYZ, true, using the letters XYZ might be harder to type for many people, but using those letters in your URL would be logical. You might want to weigh how well known and associated your company is to your user. How is the user likely to think of looking for you?
You need to consider how computer savvy your user is likely to be, also. I confess I am one of those people: I type URLs into the browser box instead of the address box, nine times out of ten. I don't like typing out http://www. I always thought those long strings with letters and numbers were generated by computers (maybe they are in some cases), but I never supposed any person was actually choosing to give their sites those kind of names. Here's a good rule for you techies who interface with us regular folks: Keep it simple, seriously. (KISS)