7 Essential Tips for a Small Business Domain Name Strategy
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Picking a snazzy business domain name is like choosing the perfect outfit for your brand. Messing it up now could leave your online presence doing the digital equivalent of the cha-cha slide.
But don't panic! You don't have to throw your domain name darts blindly. Let's explore the strategies you need to get a domain that complements your business goals.
The adaptability and scalability of a domain name are essential factors. If you go for a domain that limits your business expansion, you risk cutting off future opportunities at the knees. As Ben Carson puts it, think big! Ask these questions to help you come up with a scalable domain name for your business:
- What are the prospects of expanding the business beyond the current location?
- Are there plans to go beyond the current scope of business?
- If you create sub-brands, subsidiaries, or spin-off companies, can your domain name be adapted to fit them?
- Will your domain name still be relevant if the industry undergoes significant changes?
Unless you want to focus on a specific niche, demographic, or location, avoid domain names that limit scalability. To bring the point home, imagine having scooterridesnyc.us as your business domain name. What happens when you want to expand beyond NYC, target prospects outside the US, or include electric bikes in your collection?
Although keywords in a domain name can help in ranking, your choice should not limit the business. As a start-up, there are many unclear market aspects, and choosing a rigid domain could be restrictive.
Domain Name Brandability
According to Colorlib, there are over 600 million registered domain names. In such a vast pool, you need something that helps your brand stand out. So, what about choosing a name that looks like your favourite song on repeat? Of course, it is not an easy thing to do, but it is not impossible.
There are thousands, if not millions of businesses providing the services or products you want to sell. As a small business, you need something that catches eyes to get a part of the market share. Brandable domains help prospects remember and keep your business at the top of their minds.
Apart from your website, there are other areas in which you use your business domain name. One of the primary uses is in your emails. You want an email address that not only looks authentic but also memorable. And is there a better way to do that than ensuring its accompanying URL is unique?
When sharing your business information, you add your site in banners, business cards, and brochures. If the URL doesn't capture the attention of potential customers, it could mean missed conversions.
Top-level Domain Relevance
Does the domain extension affect the success of your business online? While all top-level domains have the same ranking capability, user perception affects the click-through rate. For example, most people view .com domains as more trustworthy, according to a report by GrowthBadger.
But what if you are focusing on a specific niche? Although .com is the most preferred domain extension, this is not cast in stone. You can register the top extensions and other relevant alternatives in your industry.
To ensure your business domain name is secure, you can register all the relevant TLDs. This strategy helps you protect your business against cybersquatters and trademark infringements.
Compliance with Trademark Regulations
Imagine taking years to build your brand, but everything comes down crumbling due to trademark violations or copyright infringement. This is not a far-fetched imagination, but it has happened to start-ups. Jasper.ai (formerly Jarvis) is a good example of how costly such a mistake can be for small businesses.
You can use your business domain name to protect your intellectual property. Before picking a domain, you should check whether the words are trademarked. Acting proactively prevents business disruptions from legal actions due to copyright infringement.
Then, how do you know whether a word or phrase is trademarked? One of the most reliable platforms is the United States Patent and Trademarks Office databases. With a simple search, you can know whether your domain violates any trademarks. If there are any risks, it is advisable to choose another name.
Memorability, Simplicity, & Pronounceability
Hello, my domain name is UtterlyConfoundedOnlineWonders.com. How does it sound as a domain name for a business? It is an awful URL to remember, type, and pronounce accurately. While you might not go to that extent, you need to evaluate the metrics that make it easy to share your domain name. And Bishopi homepage widget is the solution you need.
You can use the tool to check whether a domain is easy to remember, simple to type, and effortlessly pronounceable. In a digital era where competition is fierce and different businesses compete for customers' attention, memorizing your domain is not a priority. So, you should make it easy for potential customers to refer you or return to your site.
To ensure that the name meets this criteria, you should avoid using:
- image Numbers
- Unnecessary hyphens
- Double letters
Like Jason Calanis, the serial entrepreneur behind brands like Uber, says: if you have to spell it over the phone, you have lost. In short, potential customers should grab your domain in their memory the instance you share it.
Social Media Availability
The availability of a domain name is one thing. And its availability on social media is another. Before settling for a small business domain, you should ensure the brand name is available on primary social media platforms. If the name is already taken on Facebook, Twitter, Instagram, YouTube, and LinkedIn, it could be a red flag for potential copyright disputes.
Apart from that, choosing a name that is already established on different social media platforms can confuse potential clients. After all, you want a domain that matches your social media handles. If the names are different, prospects will likely land on another page. You can also lose out on mentions through referrals on social media.
The reputation of your business is likely to suffer a blow due to inconsistencies. What happens when you click the social media link and are redirected to a different business name? You will have questions about the authenticity of that business. To avoid all these issues, you should go for a start-up domain name that is available on social media.
Domain History and Reputation
Domain history is like a digital trail that traces the journey, ownership changes, and activities associated with a specific website address over time. If the domain name has a good history, you will reap the benefits of the reputation. On the other hand, your business could carry the baggage of a bad domain history.
Then, how do you ensure your choice of a domain name has a credible history? First, you can use the Wayback Machine to find archived snapshots of the website's past appearances and content. Through the data, you can get insightful information about the domain's previous content.
Besides the Wayback Machine, you can use a backlink checker to assess the domain's link profile. If a domain has many spammy links, you should avoid it because it will affect your business credibility and ranking. Combining the two strategies guarantees you a good domain name for your business.
A domain name can make or break your small business. So, you should carefully consider all the factors highlighted here to get a domain that aligns with your business goals.
If you want to have an easy time choosing a start-up domain, you need a tool that provides all the essential metrics. The good thing is that if you are here, you are on the right platform. Check out our domain analysis tools and start the journey to a perfect business domain name.