The goal of any business website is to generate more leads for the company. It's a very easy concept to understand, but succeeding in generating consistent leads can be tricky to execute. In some cases you will find that your efforts that were once generating plenty of leads have begun to grow old and become less effective in attracting prospects.
Be aware that your URL affects your search engine ranking, so if you want to be found for “shoe,” it’s a good idea to fit “shoe” into your domain name. One way to do this is to use your brand name along with a keyword term. So MillerShoe tends to work better than FantasticShoe.com. (Which is why MillerShoe is taken, but FantasticShoe is still available.)