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Having the right domain name for your website is very important if you want to operate successfully on the web. Whether exclusively an e-commerce business or whether your website is merely one of your company’s available sales channels, you will want to maximise the effectiveness of its address and ensure that it is memorable.

Many companies who have already established themselves offline may decide that they need only choose their business name or brand as their website address. That is the most logical route as potential customers will automatically expect your website name to reflect your business name when they search online. They may even enter your company name directly into the web address bar in their browser without searching. That would be very advantageous as your website wouldn’t have to score highly in ranking terms for people to find it.

However, rather than use your company name you may wish to choose a generic name that accurately and succinctly reflects the nature of your business, especially in the case of e-commerce enterprises. The only potential problem with that approach is there is no correlation between your company name and your domain name, which may be confusing to customers.

However, if you do go the generic route then the most important thing is to buy a domain name that is easily remembered rather than going for something clever. That doesn’t mean that you have to purchase short names with few syllables, but one that really stands out, whether it is short or long.

If, in the course of registering your domain names, you find that someone else already owns the address that carries your registered trade name, there may be something you can do about it. Rather than go through the courts you could opt to use the Dispute Resolution Service offered by the internet naming organisation known as ICANN.

Any individual or company holding a domain name that rightly belongs to someone else by way of copyright or trademark may be forced to transfer ownership. So, if during the process of registration you encounter this problem then contact the relevant registrar and initiate a dispute. Alternatively, you may wish to make an offer to buy a domain name that reflects your business, where no trademark or copyright has been infringed.

Once your domain name is assigned to your website, you may to consider a PPC (pay per click) campaign to get it noticed on the first page of the major search engines such as Google, Yahoo! and MSN’s Bing.

After all, there is no point in registering a domain name if no one knows that your website exists!

Adam Singleton writes for a digital marketing agency. This article has been commissioned by a client of said agency. This article is not designed to promote, but should be considered professional content.

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