Choosing a Domain Name for Your Business
In this article, we will review what a website address is, along with the common terms that are associated with it. We will also examine the importance of choosing a domain name; understanding the elements that should be considered, to provide you with the most beneficial website address for your business.
A website address gives people a way to find your business online and reach its products, services and contact information. Choosing the right website address is a particularly important decision for a business. Choose a name you can use consistently over time. Changing it later needs planning, redirects and updates to your marketing. Discuss registration and renewal alongside your website hosting and support arrangements.
Common website-address terms
Related terms include ‘web address’, ‘domain name’ and ‘URL’ (Uniform Resource Locator). A domain name identifies the site, while a complete URL can also include the protocol and the path to a particular page.
Things you should think about when choosing a website address
The website address should ideally coincide with the company name, which should reflect what the business is about. If the company name is already taken or, the company name was created before the decision of having a website was made, you may want to add a descriptive word to the name that will reflect what the business does. For instance, “Dreams” is a bedding company that already exists, but the company that we will invent today sells handmade candles. Therefore, the company’s website address could be “dreamscandles”. Once the wording has been decided upon, you may also want to consider whether it is easy to type; does it look confusing and is it memorable. Taking the above example, “dreamscandles” is confusing. It could be misconstrued as ” dream scandles” rather than “dreams candles”. Therefore, perhaps it is wiser to use “dreamswax” instead.
A descriptive keyword in the domain name has its advantages. It can actually help surfers find your website. With regards to marketing, if you use the domain name as a sign on your vehicle, people can see that Dreams sells wax-candles without needing to include any additional writing. However, descriptive words are not a ranking shortcut. Google’s ranking systems guide explains how it limits excessive credit for exact-match domain names.
How many characters?
In addition, consider the length of the domain name. Perhaps try to keep the domain as short as possible but also make sure you choose one that is meaningful. There is no universal 16-character rule: focus on a name that is memorable, easy to spell and practical to share.
What about – Hyphens?
Hyphens are another practical consideration. They can separate words visually, but they may make a domain harder to dictate or remember. Compare how the name looks in a browser, on a business card and when spoken aloud. In our example, “dreams-candles” separates the two words more clearly than “dreamscandles”, but a customer may forget to type the hyphen. Choose the version that is clearest for your audience and use it consistently. Do not add hyphens simply to target keywords, and do not assume that a hyphen alone makes a domain untrustworthy. Readability and an established brand identity should guide the decision.
Choosing a suffix
Finally, let’s consider the definitions of domains and which are adopted more frequently. Country-specified domains are that of, for instance, .co.uk, .ca, .jp. Such is beneficial if your target audience is based in a local community or if you are delivering to an audience in a specific country. Whereas .com domains are beneficial if your target audience is international.
The .org extension is commonly associated with charities and other organisations, while .net has historical links with network services. These names are not reserved exclusively for those uses. Check the registration requirements for specialist extensions such as .ltd.uk before choosing one.
A .com address is widely recognised, but it is not the only sensible choice. Businesses of different sizes use it, while a country-focused extension may suit a local audience. Consider availability, clarity and renewal costs alongside how the address will appear in your marketing.
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