Naming and Branding
Tips on Choosing Your Company Domain Name
Written by Jay Shapiro for Gaebler Ventures
Choosing the right domain name for your business isn't always easy and sometimes, if the one you set your heart on is not available, you have to think again. But words don't read the same in web address format as they do in their everyday context so it's important to bear that in mind before making any decisions.
Most of us know that these days it's expected of companies to have an online presence.
And don't our internet marketing experts emphasize the importance of being found in internet searches, having a site that offers user-friendly functionality and appeal? But, perhaps one of the overlooked factors in all of this is what domain name or web address we choose for our company's home on the web.
DOT COM or not DOT COM?
First, let's look at the DOT options. By which we mean, DOT COM or DOT SOMETHING ELSE like ORG or TV. Now, no matter where you are in the world a DOT COM address is nearly always preferable to anything else, unless you really do only cater for a tiny village in the Cotswolds in the United Kingdom. In that case a DOT CO DOT UK address would be perfect.
Choosing Your Domain Name
Much has been written about the sometimes undesirable and even comedic results that can occur when not enough thought has been applied to the dreaming up of a domain name. It pays to remember that text gets run together in web addresses unless you specify otherwise which is why a domain name like Pen Island has been the cause of much mirth.
Actually in this case because the supposed slip up is a universally known one it is a name that is of value whether you sell ink pens or things of a more adult nature. It is the canny businessperson who recognizes that this can be an advantage and makes good use of it commercially.
Hyphenating Might Complicate the Name
However, we must assume that most business owners aren't looking for a comedic result when choosing a domain name. In which case the above can be taken as a warning. Next it is a question of deciding if the name can be made easier to understand with the use of hyphens. Sometimes this is an option for those who are going for a fairly long name. The pitfall can be that people forget the hyphen when trying to submit the name to memory. Shorter less complicated names are the ones people remember easily.
Domains Are Like Property
DOT COM addresses are almost always more expensive than the alternatives, but not extortionately so. In most cases the extra cost is worth paying for the recognition a DOT COM domain affords a business. Just as property prices are higher in desirable neighborhoods, domains work in the same way. But the DOT COM address is always work purchasing as it has global appeal and it's easy to recall.
Acronyms Aren't Always the Answer
Think twice about using an acronym in your domain name. Not only are they often awkward to remember unless they form a word, they can sometimes form a word you don't want associated with your company. This advice is particularly relevant if your company name is something like the Community Relations Association of Peculiarville. Don't opt for an acronym there, for obvious reasons.
Jay Shapiro is a freelance writer based in the UK. Jay has a particular interest in the emotive aspects of the entrepreneur's character. "Alongside the nuts and bolts of business, the character of the person is often the ingredient responsible for success."
Share this article
Additional Resources for Entrepreneurs
Conversation Board
We greatly appreciate any advice you can provide on this topic. Please contribute your insights on this topic so others can benefit.