Choosing a Domain Name

Choosing a Domain Name

(our recommended host and registrar)

Your domain name, or dot-com address, is the way your customers and partners find you in cyberspace, so choose it carefully.
Having your own domain name, while not required on the Internet, is one of the most essential things you can do.

First, it builds credibility: "www.customcarpentry.com" will always look better than "members.aol.com/~jim/carpentry.html".

Second, it is easier for customers to find you on the web. Could you imagine giving someone on the street that AOL address?
You will look second rate at best. Give them "customcarpentry.com" and it comes across as much more professional.

Third, without your own domain name, some search engines and directories, are very difficult to get listed in, like Yahoo!
In fact, Infoseek will not spider your page if it is a subdirectory. Yes, there are some exceptions, but they are few and far between.

Fourth, keep the name short. We know you can register long domain names, but don't do it. The shorter the better. There is a
reason why art.com and business.com have sold for millions of dollars. They are easier to remember, less prone to typing errors
and easier to translate from print, telephone and radio advertisements.

We also suggest keeping the domain name as a close match with your company name. We know that many of the corporate
names or abbreviations are taken, but do the best that you can - keeping in mind our guidelines.

Always use a dot-com address. There are many choices, especially the new "cc" extension. Don't do it. Most everyone
associates companies with dot-coms.

Be careful of registering a Trademarked name that you do not own. Legislation was passed recently making "CyberSquatting"
illegal. Be ethical in your domain name registrations to avoid possible legal pitfalls.

For most of us, the domain naming process is an exercise in frustration. With most of the good domain names already taken,
finding a name that works for your company can be a tedious trial-and-error process. If you've ever spent an hour drilling through
names at a registration site, like NetworkSolutions, you know how bad the process can be.

As a result, many Webmasters are happy to grab the first name vaguely like their company's name. That's too bad, because it leads
to a proliferation of bad domain names. For example, suppose you're the Webmaster for a company called Three Letter Acronym, Inc.
You'd like to register the name "tla.com" but, like all the three-letter combinations, it's already registered. Hmmm...Aha! It looks like
"tla-inc.com" is available, so you grab it. Too bad, you just registered a truly awful domain name. With a little more work, you might
have registered something better.

Before we look at what's wrong with a name like "tla-inc.com," it's worth asking whether your domain name matters at all. It definitely
matters, but in ways that you may not expect. The real value of a domain name isn't helping people find your site the first time;
it's helping them find it the second time, after they forgot to bookmark it. Odds are that most visitors come to your site from
another Web site, either by clicking on a banner, following a link on someone else's site, or drilling through results in a search engine.
If they like your site, that's great; maybe they'll bookmark it. Then again, maybe they won't. Lots of people bookmark sites until their
list of favorites becomes a complete mess, then they stop bookmarking. To find your site again, these people have to remember how
they found it the first time. In a situation like this, a good domain is worth a lot. In fact, it may be worth more than you realize.

The hard part about domain name problems is that you can't tell when you have them. You can't look in your server logs and
see the domain misspellings and mistakes that keep people from finding your site. As a result, it's hard to put a value on the business
lost due to a bad domain name. So what exactly is wrong with "tla-inc.com?" Well, about the only thing that's right about it is that it's
available. In nearly every other way, it breaks these basic rules of a good domain name:

Don't be cryptic. Use the name by which people know your company. In practice that usually means don't abbreviate, unless the
abbreviation is your company's trademark. Since many hi-tech companies are better known by their three-letter abbreviation, most of
them are forced to register an alternate domain. That's the case with our mythical company TLA, Inc. If that's the case, it's better to
register "threeletteracronym.com," instead something like "tla-inc.com," or "threeletterac.com." At least visitors have a chance of
correctly guessing your domain name if it spells out the company's name.

If you're not sure what people might guess, take a poll. Ask your co-workers what domain name they'd expect your company
to have, ask your customers, ask your friends, ask everyone you can. Also, keep in mind that domain names can now be 67 characters
long, instead of the old 26 character limit. You should be able to get your full company's name. Typing a long domain name may seem
undesirable, but if your company name requires that extra space, it's worth considering.

The easiest way to follow this rule may be: consider how your domain name sounds when you have to read it over the phone
to a customer. If you have to explain special characters, abbreviations, or spelling, then you've got a problem.

Avoid dashes. With the number of good domain names dwindling, dashes will eventually become commonplace, but at the moment
they're anything but that. People simply don't know that domain names can include dashes. Wal-Mart, the big American retailer, learned
that lesson the hard way. The company first launched its e-commerce site as "wal-mart.com," the company's official name. They lost
millions in sales before registering "walmart.com." Now both domain names take you to the same Web site.

Register multiple versions of your name. When you poll your customers and friends about your domain name, don't let the majority
decide your domain name. Instead, try to register every name that's mentioned. Someone, somewhere will use that name to find you.
It only costs $70 or less to register a domain name, and that's not much of an expense to avoid losing a customer. If your company's name
is hard to spell, register every common misspelling of its name. Unfortunately for Wal-Mart, a domain speculator has already registered
"wallmart.com." Too bad, since that's the way many people spell the company's name. Register every domain people might use
to find your company. That includes products and services your company offers. Then point all these domains to your home page.
It's easy to do.

Register.com offers URL forwarding services that will tie additional domain names to your Web site. Just register the new domain
through their service; visitors will be automatically redirected to your home page.

Finally, no matter what your name is or how many domains you've registered, it's a good idea to support the domain name. Reinforce
it by incorporating it into your site's logo. In addition, put your domain name on all company collateral materials, like your business cards
and stationary. That last part is an easy step, yet it's surprising how many companies forget to do it. In a digital age, your company's
Web site is its electronic business card.

"Domainator," is an online database search which helps you determine quickly whether a given word or group of words has been
taken as a domain name, US trademark, etc. It also includes dictionary definitions of words and synonyms for trying new combinations.

There are several ways to register a unique domain name. You can go to http://hostmonster.com, http://www.internic.net, http://www.register.com orhttp://www.mydomain.com to check to make sure the name you would like to use is available. You can then use one of those services to register or "hold" the name for you. If you wish, you could register with Network Solutions direct. Personally, we recommend http://Hostmonster .com for their low prices and good customer service. You may click on the icon, at the top of this article, if they interest you.

© 2000, WebMarketingNow.com Jerry West is THE expert in search engine placement. He has been consulting on the web
since 1996 and has assisted hundreds of companies gain an upper-hand over their competition. Visit
http://www.webmarketingnow.com/ for the latest in marketing tips that are tested and proven.

Choosing a Domain Name (our recommended host and registrar)
Your domain name, or dot-com address, is the way your customers and partners find you in cyberspace, so choose it carefully. Having your own domain name, while not required on the Internet, is one of the most essential things you can do. First, it builds credibility: "www.customcarpentry.com" will always look better than "members.aol.com/~jim/carpentry.html". Second, it is easier for customers to find you on the web. Could you imagine giving someone on the street that AOL address? You will look second rate at best. Give them "customcarpentry.com" and it comes across as much more professional. Third, without your own domain name, some search engines and directories, are very difficult to get listed in, like Yahoo! In fact, Infoseek will not spider your page if it is a subdirectory. Yes, there are some exceptions, but they are few and far between. Fourth, keep the name short. We know you can register long domain names, but don't do it. The shorter the better. There is a reason why art.com and business.com have sold for millions of dollars. They are easier to remember, less prone to typing errors and easier to translate from print, telephone and radio advertisements. We also suggest keeping the domain name as a close match with your company name. We know that many of the corporate names or abbreviations are taken, but do the best that you can - keeping in mind our guidelines. Always use a dot-com address. There are many choices, especially the new "cc" extension. Don't do it. Most everyone associates companies with dot-coms. Be careful of registering a Trademarked name that you do not own. Legislation was passed recently making "CyberSquatting" illegal. Be ethical in your domain name registrations to avoid possible legal pitfalls. For most of us, the domain naming process is an exercise in frustration. With most of the good domain names already taken, finding a name that works for your company can be a tedious trial-and-error process. If you've ever spent an hour drilling through names at a registration site, like NetworkSolutions, you know how bad the process can be. As a result, many Webmasters are happy to grab the first name vaguely like their company's name. That's too bad, because it leads to a proliferation of bad domain names. For example, suppose you're the Webmaster for a company called Three Letter Acronym, Inc. You'd like to register the name "tla.com" but, like all the three-letter combinations, it's already registered. Hmmm...Aha! It looks like "tla-inc.com" is available, so you grab it. Too bad, you just registered a truly awful domain name. With a little more work, you might have registered something better. Before we look at what's wrong with a name like "tla-inc.com," it's worth asking whether your domain name matters at all. It definitely matters, but in ways that you may not expect. The real value of a domain name isn't helping people find your site the first time; it's helping them find it the second time, after they forgot to bookmark it. Odds are that most visitors come to your site from another Web site, either by clicking on a banner, following a link on someone else's site, or drilling through results in a search engine. If they like your site, that's great; maybe they'll bookmark it. Then again, maybe they won't. Lots of people bookmark sites until their list of favorites becomes a complete mess, then they stop bookmarking. To find your site again, these people have to remember how they found it the first time. In a situation like this, a good domain is worth a lot. In fact, it may be worth more than you realize. The hard part about domain name problems is that you can't tell when you have them. You can't look in your server logs and see the domain misspellings and mistakes that keep people from finding your site. As a result, it's hard to put a value on the business lost due to a bad domain name. So what exactly is wrong with "tla-inc.com?" Well, about the only thing that's right about it is that it's available. In nearly every other way, it breaks these basic rules of a good domain name: Don't be cryptic. Use the name by which people know your company. In practice that usually means don't abbreviate, unless the abbreviation is your company's trademark. Since many hi-tech companies are better known by their three-letter abbreviation, most of them are forced to register an alternate domain. That's the case with our mythical company TLA, Inc. If that's the case, it's better to register "threeletteracronym.com," instead something like "tla-inc.com," or "threeletterac.com." At least visitors have a chance of correctly guessing your domain name if it spells out the company's name. If you're not sure what people might guess, take a poll. Ask your co-workers what domain name they'd expect your company to have, ask your customers, ask your friends, ask everyone you can. Also, keep in mind that domain names can now be 67 characters long, instead of the old 26 character limit. You should be able to get your full company's name. Typing a long domain name may seem undesirable, but if your company name requires that extra space, it's worth considering. The easiest way to follow this rule may be: consider how your domain name sounds when you have to read it over the phone to a customer. If you have to explain special characters, abbreviations, or spelling, then you've got a problem. Avoid dashes. With the number of good domain names dwindling, dashes will eventually become commonplace, but at the moment they're anything but that. People simply don't know that domain names can include dashes. Wal-Mart, the big American retailer, learned that lesson the hard way. The company first launched its e-commerce site as "wal-mart.com," the company's official name. They lost millions in sales before registering "walmart.com." Now both domain names take you to the same Web site. Register multiple versions of your name. When you poll your customers and friends about your domain name, don't let the majority decide your domain name. Instead, try to register every name that's mentioned. Someone, somewhere will use that name to find you. It only costs $70 or less to register a domain name, and that's not much of an expense to avoid losing a customer. If your company's name is hard to spell, register every common misspelling of its name. Unfortunately for Wal-Mart, a domain speculator has already registered "wallmart.com." Too bad, since that's the way many people spell the company's name. Register every domain people might use to find your company. That includes products and services your company offers. Then point all these domains to your home page. It's easy to do. Register.com offers URL forwarding services that will tie additional domain names to your Web site. Just register the new domain through their service; visitors will be automatically redirected to your home page. Finally, no matter what your name is or how many domains you've registered, it's a good idea to support the domain name. Reinforce it by incorporating it into your site's logo. In addition, put your domain name on all company collateral materials, like your business cards and stationary. That last part is an easy step, yet it's surprising how many companies forget to do it. In a digital age, your company's Web site is its electronic business card. "Domainator," is an online database search which helps you determine quickly whether a given word or group of words has been taken as a domain name, US trademark, etc. It also includes dictionary definitions of words and synonyms for trying new combinations. There are several ways to register a unique domain name. You can go to http://hostmonster.com, http://www.internic.net, http://www.register.com orhttp://www.mydomain.com to check to make sure the name you would like to use is available. You can then use one of those services to register or "hold" the name for you. If you wish, you could register with Network Solutions direct. Personally, we recommend http://Hostmonster .com for their low prices and good customer service. You may click on the icon, at the top of this article, if they interest you. © 2000, WebMarketingNow.com Jerry West is THE expert in search engine placement. He has been consulting on the web since 1996 and has assisted hundreds of companies gain an upper-hand over their competition. Visit http://www.webmarketingnow.com/ for the latest in marketing tips that are tested and proven.