The best choice for your domain name is the name of your website.

These days, most companies register the same domain name as their company name. So, when people look up your company, they will type in www.yourcompany.com. If instead another site pops up, or worse yet, your competitor’s website pops up, you run a great risk of losing a sale.

Don’t expect a potential (or even current) customer to remember a strange or difficult URL. You want to make finding your company online as easy as possible.

If the domain name you would like is already taken, you have three options:

1.     Consider changing your company’s name. This really applies only to businesses that have yet to establish any sort of presence.

2.     Buy the domain name from the current owner.

3.     Tweak your domain name slightly, by adding a “the,” for example.

If you’d like to go with option two, use a WHOIS service to determine who currently owns the domain. Chances are whoever owns it well sell it to you, but at a higher fee than you would initially purchase it for.

SEO

It’s also important to consider SEO (Search Engine Optimization) when registering your domain. If your site is selling used cars, you may choose to use the keywords “used cars” within your domain name. It will be easier for search engines to find and list your businesses’ website this way.

.Com or .Net?

If .Com is taken but .Net (or another domain location, such as .Org) is not, should you use it? It depends. The first thought must always be the potential customer.

If you think it would be easier to increase traffic with a .Net domain that actually uses your business name, then do so. If you’d rather run the risk of skewing your business name for the .Com, then do so. .Com is searched first over .Net by search engine algorithms, so it will help for SEO. However, if your site is a .Com with a name other than your business name, it may hurt your SEO campaign anyway.

Whatever domain location you choose, if it does not allow for thenameofyourcompany.com, make sure you constantly promote the full URL of your website. This is the best way to avoid any potential domain name pitfalls.

I have heard this story a thousand times. Heck, I have even been a part of this story.  What story you ask? Let me set the scenario for you:

Two business owners are having coffee. They have successful businesses that they are ready to expand on to the internet.

“Have you chosen a web developer yet?”

“Web developer? Are you serious? I am having my son build the website. He is on the internet all the time and knows everything about websites and stuff like that.”

“Your son, really? Does he build websites for a living?”

“No. He is still in school. He will build it for free though!”

All too often, I come across this scenario. It is one of the obstacles of being in the web development industry. The internet is unlike any other business medium. It is open to all, information is abundant and there is a SIGNIFICANT learning curve between generations. Toss around some terminology like web development, social media, cascading style sheets and search engine optimization and chances are the average web user will think you are working for the NSA. But don’t call Washington just yet. The casual web user may use the same language as a professional web developer. That doesn’t necessarily mean they can speak it.

Whether it is your son, daughter or nephew’s cousins uncle twice removed, you must gaze a skeptical eye on the services they claim to be able to provide. Let me modify the scenario a bit to explain my point:

• Would you let your son fix your company’s toilet because he watches the DIY Network?
• Would you let your daughter operate on an injured employee because she watches “Grey’s Anatomy”?
• Would you let your neighbor replace your company delivery truck’s engine because they have a subscription to “Car and Driver”?

You may think these scenarios are completely different from building a website but when broken down to the most basic form, they are identical. Each scenario above describes using a person with a casual interest in something performing a job that requires a professional. Web development is no different. In fact, using a professional web developer may be even MORE important (except the doctor example…that would be pretty dangerous).

Take the toilet example. Even if you own a storefront, chances are you might get 10-15 customers that need to “evacuate” daily. If your toilet is broken, you most likely will not lose their business. Your website on the other hand may receive 100-50,000+ visitors a day. If it is broken, or not functioning properly, your customer’s have no access to your business. We have all navigated to a website that was down or slow to load. I am sure you, just like me, closed the website in less than 10 seconds.

The fact is, web development may look easy on paper. There are hundreds of programs that claim to make it simple for anyone to use. My hope is that you will be wary when you evaluate this option. If your business is on the internet, it is part of a huge online marketplace that reaches millions of potential customers. Facing those customers with a virtual storefront that is templated, slow and functions poorly is your COMPETITOR’S best sales tool.

Use a professional! There are numerous professional web development agencies. Most focus on specific customer bases (i.e. small businesses, personal websites, e-Commerce websites etc.) so finding one that meets your needs should not be hard. You can even find a web developer near your business, and often meet with them face to face.

It may not be free, but it will be well worth the investment. A professionally developed website should pay for itself before that leaky toilet breaks down again.