Choosing the right domain name

The following principles should help you choose the right domain name for your business:

Keep it Short

Short names are easy for people to remember. If your domain name is short and simple, potential customers are also less likely to misspell it when typing it into their Internet browsers. Where possible, avoid the use of non-alphabetical characters and the excessive use of numbers.

You can't use blank spaces in domain names, so if you opt for a name of two words or more you may find it necessary to use a hyphen to distinguish words (e.g. www.my-business.com). Remember, though, that the use of non-alphabetical characters makes your domain name more complicated and can therefore lead potential customers into errors when typing it into their Internet browsers.

Company name or product description?

The easiest way to select a domain name for your business is to use your company name, e.g. www.mybusiness.com . If, however, your company name is rather long or difficult to remember, (e.g. www.beagle-shyster-and-beagle-attorneys-at-law.com) should consider using an abridged version (e.g. www.bsb-law.com ).

Alternatively, you could simply select a name that describes the goods or services your company provides (e.g. www.legal-services.co.uk). This approach can be effective in helping to bring targeted traffic to your website.

In some cases, though, you might find that using either your current company name or a descriptive name as your domain name promotes the wrong kind of image or makes you sound, well, rather boring. In this case, read on.

Make it snappy

Just because you want people to be able to recall your name quickly and spell it easily, it does not follow that your domain name has to be composed of everyday terms and phrases. In fact, domain names composed of unusual phrases can often grab the attention and curiosity of potential customers and make your company sound more exciting. Some of the catchiest names on the Internet use words that are not exactly part of everyday speech: 'google', for instance, is based on an obscure mathematical term. Be imaginative.

Image is important

As well as being short and memorable, you should try to select a domain name that creates the right image for your business. If, for example, your company is a leading supplier of potted meat products, selecting www.beef-paste.com as your domain name may not promote a professional online image even if it accurately describes your product.

The 'brand' name

If your company is particularly ambitious, why not aspire to make your domain name a 'brand'? Think about sites like www.google.com or www.ebay.com. These are 'brand' sites because every Internet user has heard of them. After all, the easiest way to get potential customers to remember the address for your site is to make your domain name as famous and familiar to consumers as Coca-Cola or Nike!

Pay for your name

One word of warning - avoid the offer of free domain names. Such names usually limit your choice and provide a web address that acts in direct opposition to the principles outlined above. If, for example, you have Internet access at home, your Internet Service Provider (ISP) possibly offers you free hosting/webspace for your site. Although free, the name provided with this service could actually cost your business more in the long term as it can appear so convoluted, forgettable, or unprofessional that it sends potential customers away. What customer is likely to be impressed by, or even remember, an address like;

'www.mybusiness.pwp.blueyonder.co.uk/mybusiness/index.html'?

In the next section, we'll look at the process of selecting the right extension for your domain name.

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