Something many clients tend to overlook is the importance of a domain name. Unsure of its value or purpose, it is often taken for granted. So, what’s in a domain name…everything.

Without a domain name, your business website would be identified by an IP address, which is not very creative or user-friendly. Imagine if a potential customer had to type in 192.158. 1.38. to get to your website or on your marketing materials, you had to write “to learn more, visit us at 192.158. 1.38.” Not very convenient or compelling – right? So, is a domain name important – absolutely.

Here are a few things to keep in mind when selecting one:

When creating your domain name, it is important to pick a name that isn’t too complicated and easy to remember. After all, a simple, logical name makes it easy for customers to find you which will increase traffic and visitors to your website.

It’s also important to think of domain names as valuable real estate. As time passes, your domain name can appreciate in value. You can buy, rent and lease domains. Some helpful websites include Bluehost, GoDaddy and Google Domains. Purchasing an unused domain generally ranges from $10-20 a year, but aftermarket domains can be very expensive, hence the real estate reference. Additionally, if you are in the market for a new domain name, you might think about purchasing variations of the name to stop other businesses from selecting a similar name and to protect your brand’s reputation.

Now, here is the most common question. Where is my domain?

Once you purchase your domain, it is essential you know where it “lives” so you can keep the payment information updated, reducing the risk of losing your domain. For example, if a business such as were to forget to renew its domain name, another business could easily purchase that name and make things very complicated and confusing.

So yes, domain names are important. They play a vital role in your company’s brand identity and marketing efforts. When it’s time to choose a domain name – choose wisely.