The URL is important because of multiple reasons. Yes, the first thing you think about is about typing manually the URL. But that's not only how URL is important for marketing. How many times URL are saw? Many times. Inside search results, search engines highlights when a keyword corresponds to one word of the URL. This brings more attention to the website. When you share an URL on IM or social platforms, you do not get a nice title to the link like it was before in the web, where you could define what text is a link. Now, the link is the text. So, people read links and probably influences if they will read it or not, because if it explains correctly the page and its purpose, they will be more tempted to click. Finally, the address bar is always on screen. Sometimes, the title of the page is not in view, or it is cut, or so on. The URL is always in front of you when you navigate on Desktop and on any device with enough screen to show it. So it also implicitly helps to describe the page to the visitor and feels nicer and cleaner when the URL is clear rather than with a lot of random characters.