Theological studies has entered the digital age, and one business is leveraging the .study web address as a creative way to market the hub for biblical content and academic resources.

OnScript is a resource of podcasts and articles collated together for ease of access. By using the .study web address, the platform is transformed into a resource that’s easily accessible and clearly defined. It’s also a great support system for search engine optimisation—a key tactic for many businesses looking to ramp up their digital marketing efforts.

And it has been a remarkable success, with OnScript co-founder Matthew Bates noticing his audience growth increasing by the week.

“The .study choice has proven to be effective. Our listening base continues to grow by about five per cent every two weeks, which really adds up,” he said.

A competitive edge for OnScript

When it comes to religious studies, OnScript has positioned itself as leaders in chronicling conversations on current biblical scholarships. So it makes sense to use a web address that further amplifies this reputation, like

Bates and his team chose the .study domain to position the site, its content and its resources as a universal place for Bible study students.

Mr Bates said they decided on the .study web address as a way to separate themselves from the thousands of other sites that offer similar content.

“We knew immediately that this fit the profile of our podcast, which draws in academics and listeners with interest in the kinds of conversations that theologians are having about the Bible,” he said.

How the .study extension works in theology

Throw the phrase ‘Bible studies’ into a Google search and you can look forward to wading through over 7 million different websites on the subject.

These websites are based on different denominations, offer reputable (and sometimes non-reputable) sources, have different focuses, fees and fields of expertise.

OnScript adopted the .study domain as a way to position itself as a hub for Bible studies with a point of difference. Ultimately, the web address gave the site a way to cut through the noise of competitors.

Bates said it’s also created a two-way conversation, with the listeners and academics providing valuable tools for them to improve their content.

“The .study web address also signals to listeners that we’re an academically inclined podcast that’s still open to learning more,” he said. “We hope to draw others into that kind of environment.”