folder Filed in Interviews
Names with stories: The story behind
By Kristina Mišić access_time 3 min read

Visitor Queue is an advanced B2B lead generation software that identifies the name, contact details, and user data of the businesses that visit your website. In this interview, Nick Hollinger, Co-Founder & CEO of Visitor Queue, talks about his brand, its name, and where he sees his business in the future.

What is the story behind Visitor Queue?

I was working at a SMB B2B company as the Marketing Manager when I became frustrated by the number of website visitors that don’t convert. I started to look into ways to solve this, before landing on using IP address reversal to identify companies visiting a website. As a non-technical individual, I approached others that may be interested in building a solution with me. Eventually, I found a local co-founder to join as our CTO.

When did you start thinking about your brand name and how did you settle on Visitor Queue?

I began thinking about the brand name right when I came up with the idea. It took me a while to come up with a long list of potential names, and an even longer time to pick Visitor Queue. I got feedback from friends, family, and my co-founder, eventually leading to us picking Visitor Queue for its uniqueness.

How did you get the domain name for your brand? Why did you select that one exactly?

Part of the selection criteria for our brand name was ensuring that the domain was available. Once we finalized the name, we purchased the domain name on We selected that one because we wanted a “.com” due to their perceived reliability.

How has owning affected your business? Do you own any other domain names?

Owning has had a positive impact on our business as it is easy to remember and as previously mentioned is a .com – which consumers trust. We own a few other domains that are common misspellings of Visitor Queue.

Who is your target customer and how is your brand name helping in reaching them?

Our target market is B2B companies across the globe. Our brand name helps us reach them as it gives the perception of forward-thinking, technology, and accurately communicates what we do.

How do you keep your brand consistent across different channels online and offline?

Through the use of shard brand guidelines and a single point of contact that approves all of our branded elements.

Has the pandemic affected your company in any way? What has changed since?

Not really. Most of our team was remote already. We had a small office but we shut that down early in the pandemic.

What do you do to make sure your marketing is effective?

Weekly optimizations and reviews of our KPIs to ensure effectiveness.

What would your advice be to entrepreneurs who are just starting out, in general, and when it comes to branding and naming?

You don’t need anything super expensive or complex early on. Don’t waste all your time struggling over branding, there are many important things you should be focusing on.

Where do you see your business in the future and how does your brand name fit into that vision?

We will be a leader in Website Visitor Identification software. Our brand name clearly illustrates what we do and will continue to be fitting as we grow within our category.

Nick Hollinger, Co-Founder & CEO of Visitor Queue

We hope this will be of use to you in the process of getting your perfect domain name. If you have any questions, need any help, or just want to chat with someone about the process, book a free consultation at MarkUpgrade, we are always happy to hear from you.

Read more about VisitorQueue