Choosing the domain name for your online store is one of the most important decisions you will make when starting your e-commerce business. A domain name is “a name that distinguishes your business from others on the Internet, allows Internet users to find your website quickly and easily”. Here are some things to keep in mind when selecting a domain name for your online store.
- Your domain name should be easy to remember and easy to type
Try to make your store’s domain name succinct and easy to spell. Sometimes mis-spellings are not really as cute as you think they are and may just make your store’s address harder to get right for visitors and customers trying to find you again. The same can be said for store names that are almost full sentences.
You might find you have your heart set on a name for your store but the domain name is already taken. So, you end up trying all sorts of wacky spellings and using hyphens and the like. Going down this path, you might just end up sending your traffic elsewhere – to sites with the correct spelling! Try mentioning your shortlist of domain names to some of your friends on the phone and ask them to spell it out for you. Ask them if they can still remember it the next day.
The general rule is keep it simple. - Try to make your domain name relevant to your store’s products
If you can, make your store’s domain name reflect your product range. For example, if your store sells photographic equipment try to incorporate the word photography, cameras or a word relating to photography in your domain name. Sometimes it is easier said than done, but it is worth persevering to find an intuitive name. Think of what you would do online if you were searching for a new filter for your fish tank. Would you click on www.aquariumsupplies.com or www.somethingfishy.com? You would probably instinctively click first on the one that you know is more likely to be relevant. - Choose the right domain extension
The almost de facto standard is a .com domain name. This is the extension that most Internet users will try first. However, you may find that your own country’s extension (for example, .com.au or .co.uk) add that extra bit of credibility to your store – and this can work in your favour if your intended market is mainly in your home country.
As the annual registration costs for domain names is a relatively small expense, you may wish to go for more than one domain extension. This also protects you from having potential customers end up at someone else’s site because they couldn’t remember your exact domain name. - Decide on your market reach
If your online store caters only for a specific location, then including the location in your domain name can be a smart move. Let’s say you sell personalised, decorated special occasion cakes. Obviously this is not a product you can ship around the world. In this type of scenario, you will find that most Internet shoppers will include the location in their search. For example, birthday cakes Sydney. A domain name that includes the location will generally be higher in the search engine results and assures potential customers that your store is relevant to their search.
However, if you are building a global online business and expect to ship your products around the world do not include a location in your domain name. Do not include anything in your store name or domain name that would appear to limit your market. - Creating your brand awareness
Once you have selected your domain name (and hopefully you have a matching store name) make it your brand. Add your domain name to all stationery (letterhead, invoices, business cards, etc) as well as any promotional material. Include your domain name anywhere where you mention your store name – both online and offline.
Finally, no matter what domain name you choose, make sure you always remain the owner of your domain. I can’t emphasise this enough. Beware of any package deals and be on the lookout for scams that involve another individual or company taking over the registration of your domain name. Remember that your domain name is your business and you will spend a significant amount of time, effort and money in marketing and promoting your online business and this will all revolve around your domain name.
