domain name
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Picking a domain name should be easy, right? Why, I’ll just use my business name. Not so fast, Sparky. A good bit of thought should be given to selecting a domain name.
A Cautionary Note
Picking a domain name is like getting married. You are going to have to stick with it till the bitter end. People that use your site will come to know it by the domain name. Repeat visitors will often simply type in the domain name to get to the site, better known as “type in traffic”. As an example, do you search for “Amazon” when you want to buy a book or do simply type in amazon.com? If Amazon were to change its domain name to Desert, there would be a lot of confusion. The same goes with your domain. Once you pick something, stick with it.
Your Choices
Well, the obvious choice is your business name, but it may not be the best. There are four significant issues to consider.
First, is there something about your business name that makes using it as a domain an unwise choice? This situation typically arises if you have a long business name or have plural words. “Halstatt’s Rip’n Marketing Campaigns, Inc.” is going to be a horrible domain name. Clients are going to find it difficult to type in such a domain name.
Double letter problems are a second issue that is entirely unique to the Internet. What if Sams Salon wants to use its business name as a domain? The “s” at the end of first word and beginning of the second can cause confusion. Is the domain name Samssalon.com or Samsalon.com? Confusing your users is a bad way to run a site.
The third issue concerns the nature of your site and search engine optimization. If you are shooting for a particular keyword phrase, you may be better off using that keyword phrase in your domain name. Google, for instance, looks at the domain name when evaluating a site. If the words in your domain name are spaced with dashes, many believe it will help in the ranking process. This is why you see so many xxx-xxxx-xxx.com domain names on the net. If your business focuses on a very specific area, strong consideration should be given to using relevant keywords in your domain name.
Finally, your domain name should end in “.com” and I don’t want to hear any argument or see any rolling of the eyes. The simple fact is that when people think of sites, they always type in .com. Yes, there are other extensions and .us, .net, .biz, etc., may seem unique, but it kills your traffic. Pavlov and his dog experiments had it right. People have been mentally conditioned to type in .com, so don’t select any other ending. If you do, a smart competitor will register the .com version of your name to get some free traffic. If you are really lucky, a porn site will do it!
Take a breath before you select a domain name. Like a spouse, it can be either a good or bad choice.
I come across sites all the time that are obviously hosted for free. Why obviously? Because they have no domain. Having no domain can cost you big time.
You have taken the time to put together a great website. You have collected pictures, designed or bought a nifty template, and filled it with great text. Your website is ready to go. Everything looks great – until you decide to host your site on a free hosting account provided by your ISP. Big mistake.
Having no domain name is no big deal if all that you will ever do with the website is post family pictures. A domain name is mandatory though, if you plan to do business online. If you don’t take your business seriously, why should anyone else?
Domain names build trust in your website visitors
One of the biggest barriers to doing business online is the lack of face to face communication. When people can’t look into your eyes and size you up in person, they are slower to trust you. In the absence of being able to talk face to face, your website and everything about it, communicates trust, or the lack thereof.
Registering a domain name is an important first step to building the trust your visitor has in you and your company. Always keep in mind that trust is much easier to lose than it is to build in the first place. It takes a long time to build trust but it takes no time at all to destroy it.
Domain names are portable
When you go with a generic website address from your ISP, the few dollars you save per year are far less costly than the lack of mobility to you get with a free website address. You may have hopes that your part time web project will one day lead to a full time income. When you have a free website address, you are stuck to that ISP. In contrast, when you own a domain name, you can take your domain name to any web hosting company you choose.
As the traffic to your website builds and your website climbs in the search listings, changing its name later is impossible without taking a big traffic hit. When you have a domain name however, changing hosts will have very little effect on your traffic. This is even more important if your website is suddenly hit with a major increase in traffic. You may need to change web hosts but if you don’t have a domain name, that traffic may disappear. On top of that, if you start using too much bandwidth on your free hosting account, your provider will most likely pull the plug.
Domain names make it easier for your prospects to email you
When you have a domain name, it looks more professional. Having an email like jack@yourdomain.com looks far better and is easier to remember than jack.lastname@yourisp.com. Easier for your prospect translates into more money earned for you.
Domain name registration is a no brainer and something you should do right away.