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Picking The Perfect Domain For Your Business

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  3. Picking The Perfect Domain For Your Business
  • Posted 09/08/2023

There are a million steps for business owners to think of between the first glimmer of an idea and their first sale. Getting started can sometimes be daunting, but there is one early (and easy) step they can take to set themselves up for success: securing a domain name. 

I’ve been in the room when the words finally click and an entrepreneur comes up with the perfect name for their budding business. Creativity can come at any time and it’s imperative to strike while the iron is hot and secure your domain name before getting too far into the process of creating your brand. In this article, I’ll share some of my best tips and tricks (and a few warnings) to help get ideas from paper to web. But first, let’s break down the basics:

 

What Is A Domain?

Technically speaking, a domain name is what goes between the protocol sign (HTTP://) and the first slash in a URL or web address. In this case, Forbes.com is the domain name for this website. What many may not realize is that a domain name correlates to the IP address of a specific website, giving users an easy way to find the content they’re looking for without memorizing a string of random numbers and letters. 

On top of giving potential customers a direct line to a company’s website, a good domain gives credibility to the business. And with the proper upkeep, it can be a powerful marketing tool for the brand and company. 

 

Tips For Getting Started 

Let’s say you just had one of those life-changing ideas that will put you on the map. You design a logo, update your LinkedIn announcing this new venture, create social media profiles, tout your website to come and create buzz around your company. When it comes time to get your website set up, you realize someone already owns your domain. While you can work to purchase the domain, there’s no guarantee that you’ll secure it. You’re left with three options: cross your fingers you can purchase the domain for a not-so-hefty price, keep your business name and use an alternate domain (increasing the chance you’ll lose potential customers in their search for your website) or change your business name. 

While this doesn’t happen all the time, it is a reality for many new businesses. The only surefire way to avoid this predicament is my first tip: secure a business domain as soon as it's named. Domains are an invaluable tool in a business’s brand and having one that doesn’t match the existing brand and name can lead to a disconnect for customers. 

 

Choosing the right domain can still be a daunting task. Domains create the first impression for many potential customers, help define a brand and can aid in search engine optimization (SEO). 

Domain names that are short and easy to remember are key in getting people to your website. Remember: simple, concise and easy-to-type domains fare better over more descriptive ones — even though descriptive may be your first instinct.

Once everything before the "." is decided on, it's time to choose the domain extension; .com is standard but there are over 300 options at varying price points. 

Leveling Up With Alternate Domains

Once a business' flagship domain is set in stone, thinking through the customer journey comes into play to level up a business's domains. To get started on this, there are a few questions to ask:

• Are there any potential misspellings of the domain, and what are they?

• Are there any shortened versions of the domain customers could be searching for? Think along the same lines as 'fb.com' for Facebook 

• Are there any generic phrases that potential customers could be searching for to find a similar business? A good way to find these is through tools like Google analytics or Keyword Planner

Once these potential customer missteps and searches are established, use them to create alternative domains that point traffic back to the original domain. For a few extra dollars a month, a business can increase traffic tenfold by anticipating what their customer could be searching and redirecting that traffic directly to its website. 

A Small Warning

As with everything in business, be sure to research before locking anything in place. Domains too close to another business's name or trademarked content can cause major issues down the road. Due diligence on the front end can save a world of headaches later on. 

Domains are an integral part of a company's branding, web presence and overall identity. They can be the difference between gaining or losing a customer, and a few simple searches can be used to uplevel your web traffic to a different playing field. The best part? Many only cost a few dollars a month to upkeep. Hopefully, with the help of this article, you will be well on your way to setting up the perfect domain for your business. 


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