The Importance of Getting Your Domain Name Right for Your Business

How the Perfect Domain Name Can Boost Your Brand and Drive Success

We are living in a digital age, your domain name is a crucial part of your business identity. It’s not just a web address; it’s a significant component of your brand. Choosing the right domain name can make or break your online presence. Let’s explore why this is so important, using some real-world examples to illustrate the pitfalls and best practices.

Here are some real life examples of why it is important to look at your branding and word choices in print as well as just saying them. Say the name, look at the name written and hear the name being said back to you. These important tips can really make a positive difference.

Consider the case of the Welsh Italian Pizza Company. Based in South Wales, they were ready to serve freshly baked pizzas at various events. They chose their company name as their domain name without considering how it would look in print: welshitalianpizza.co.uk. When you see it all together, it can be confusing and unappealing. This oversight could easily have been avoided with a bit more thought and a simple tweak to the domain name.

Another example is a London-based video maker who named his business Speed of Art. Then registered the domain speedofart.com, certainly produced a few giggles which wasn’t the aim. This can risk brand image and cause issues with search engine optimisation (SEO) and content filters used by large organisations.

At Start.Biz we have been contacted by a Birmingham based virtual assistant called Gemma. We did steer her away from using an info@VAGemma.co.uk email address.

Then there’s the Californian therapist directory at first used therapistfinder.com. This domain name, when read in one go, had an unintended and unfortunate connotation. It seems that they realised the mistake and changed it to have a hyphen between therapist and finder which produced more aligned branding.

Unfortunately, the corporate pen company Pen Island, which sold through penisisland.net didn’t see the benefit in using a hyphen in its domain. You have ITscrap.com and a final example is Childrenswear.co.uk, these errors may not conjure quite the brand image that was hoped.

There are many domain disasters to be found online, often they have a sexual connotation which can be devastating for a brand’s image.

Choosing the Right Domain Name

When choosing a domain name, consider the following tips to ensure it serves your business well:

• Make It Short and Easy to Type: Long and complex domain names are hard to remember and type, especially on mobile devices. For example, instead of using “braithwaitesinteriorsandexteriorsltd.co.uk,” you could shorten it to “braithwaiteinteriors.co.uk.”
• Avoid Numbers and Hyphens: While it’s not strictly forbidden, using numbers and hyphens can lead to confusion. People often forget to include them or misplace them, leading to potential traffic loss.
• Use Keywords: If possible, incorporate relevant keywords into your domain name. This can boost your SEO and immediately communicate what your business is about.
• Make It Memorable: Avoid using slang or unconventional spellings that can be easily forgotten. A memorable domain name helps customers find you more easily.
• Research Thoroughly: Ensure your chosen domain name isn’t trademarked, copyrighted, or already in use. This helps you avoid legal issues and ensures your brand is unique.
• Consider Your Target Market: If you are targeting a UK audience, a .co.uk domain is more appropriate. For international appeal, consider a .com domain. Owning both can help you cover all bases.

Domain Hosting vs. Web Hosting

Understanding the difference between domain hosting and web hosting is crucial. Domain hosting stores your domain name and manages its registration, much like a street address directs people to your home. Web hosting, on the other hand, stores your website’s content—text, images, videos, and other data—on servers.

Most hosting providers offer both services, but they are distinct. If you ever need to change providers, remember that your domain and your website content can be managed separately.

Conclusion

Your domain name is a vital part of your business identity. It should be easy to remember, type, and communicate. By putting careful thought into your domain name, you can avoid potential pitfalls and ensure your brand stands out positively in the digital world.

Take the time to research and choose a domain name that truly represents your business and is free from potential misunderstandings. A well-chosen domain name can significantly enhance your online presence and contribute to your business’s success. If you’re uncertain, consulting with a specialist in intellectual property and digital branding can provide valuable insights and help you make the best choice.

Looking for Business Name Protection?

If you want more information about how to protect your business name in the UK, contact the Start.Biz team by emailing Info@Start.Biz or by calling 0800 069 9090.

Looking for IP or Trade Mark Protection?

If you wish to gain exclusive rights to your business name, logo, tag line or design within the UK or globally, our parent company, National Business Register Group (NBR) has been assisting businesses in protecting their brand since 1984. Contact NBR on Info@nbrg.co.uk or by calling 0800 069 9090.