Domain names have become a part of every minute of every day, but what makes a good domain name? Does it even matter?

When it comes to domain names, In our experience, we notice that many businesses grab one that matches their business name, or let their IT guy or website designer make that decision for them. But what makes a good domain name? How can they be used for promotions? What should you consider when picking your business domain name?

We have some simple tips to help you choose the best domain name for your small business:

1. Keep it Short – There is nothing worse than spelling out your web address or expecting someone to type it into their browser when it is 40+ characters long. So try to pick a short and sharp name where possible. For example, if your business name is Robert James Smith and Sons Butchers, rather than selecting something like www.robertjamessmithandsonsbutchers.com.au (42 characters) maybe choose something like www.rjsandsons.com.au (Only 21 characters). Quicker, more straightforward and still easy to understand.
2. Make sure it is Connected – Nothing is more confusing for clients or customers than confusing domain names that have little to do with your business activity. Vague and disconnected names can also affect how people find you in Google and other search engines. Keep the name closely connected to your business. For example, if your business is a specialist tyre centre, that delivers premium services and products, don’t choose a domain name that suggests you are just a run-of-the-mill mechanic. You are undervaluing your business profile and value if you do.
3. Avoid Complexity – Even though text is often used in business to share your web address, radio, digital video and TV are very powerful mediums for promoting your business. Often domain names are spoken, as well as written. When you hear a name that is complex or includes clusters of numbers, characters and names, it can get confusing for people who hear rather than see. While it is sometimes unavoidable, where you can keep something simple, make sure you do. For example, if your business is called 1800-Flowers & Gifts Inc., opt for a name like www.1800fandg.com.au rather than trying to incorporate hyphens, full words, numbers and potentially substituting letters like “n” for the “&” in your business name. It will make life easier for customers.
4. Be Creative – Despite what many people think, often the best domain name is not a version of your business name. The internet is a creative and interesting space, so take advantage of that if you can. Domain names don’t just have to be used for your business as a whole, they can be used for promotional campaigns, membership and customer loyalty pages, events and even competitions. You are really only limited by your imagination. When there is so much noise for small businesses to cut through, a creative domain name-driven campaign might be the difference between success and failure. For example, if your coffee shop is offering a monthly special, you may select a name like www.monthlycoffee.com.au as the domain name for your promotional campaign. You can link this page back to your main website, and use the name as a fun part of your promotional campaigns.

As you can see, there is a lot of value in choosing the right domain name for your small business!