One of the first steps in starting a new business after you have chosen your business name is registering a domain name (or names).
(estimated time 2 hours+ (10 minutes to register the domain, additional time searching for the perfect one (or more) + spend a few minutes on the https://archive.org/ and see whether the domain has been used before and for what* )
-Cost-Your time spent plus $15-30 per year, depending on the registrar**)
Make sure you (the business owner) “own” it. You have sole access to the domain registrar, and it gets billed to YOUR credit card. *make sure to keep track of login information, what email is used to access it, and that your credit card information is up to date (very important!). If someone else registers it for you, ensure it ends with you as owner and full access.
Make sure any domain registrar you use (for example Godaddy and Namecheap) have 24/7 phone and email support. Stay away if it’s only email support and/or a submission form on their website.
**Many legitimate domain registrars will offer you an introductory price for the first year of domain registration. Just be aware of this when writing your business and marketing plans in terms of expenses. A first-year registration could be $2 but it will generally go up to $20 or more per year with internet fees and taxes.
Having an SSL certificate is very important for Search Engine Optimization. Some domain registrars include a free SSL certificate with the domain name, and some offer it at a low cost. There are also a few who only let you add a free or otherwise purchased SSL to the registration if it’s done through the registrar company, so investigate this prior to settling on a service.
Some hosting companies offer free SSLs as part of website hosting services. If you register your name with Godaddy (as an example), who charges for an SSL certificate, you can get your SSL through your hosting company instead.
If you want more information on SSL Certificates, Hubspot has an excellent beginners guide to understanding SSL https://blog.hubspot.com/marketing/what-is-ssl
Always make sure you keep your login information in a safe place where you can retrieve it, and VERY IMPORTANT, make sure your credit card information on file with the registrar is up to date. If you change your email address and no longer will have access to the email address on file, make sure that it is updated.
If your domain name expires, there are companies out there who will buy your domain, and make it either impossible to get back or try to charge you thousands of dollars to retrieve it (many times unsuccessfully).
Your domain registrar will NEVER send you a snail mail reminder to renew your domain. Many fraudulent companies and scammers send snail mail to try to trick you into switching your domain name to them using scare tactics.
If you get a letter in the mail from (to name a few common ones), shred it, it’s a phishing/fraud scheme.
- Domain Listings
- Domain Info
- IDNS
- Domain Registry
- Domain Registry of America
- Web Listings Inc
- Domain Networks
- United States Domain Authority
A good reference article is Domain Name Solicitation Fraud – brand owners beware https://www.jdsupra.com/legalnews/domain-name-solicitation-fraud-brand-8729877/
*A domain may have been previously registered, and the business attached to it may have closed or just not renewed the domain. One: if it was used prior; were there any bad connotations attached to it? Two: There may be websites out there on the internet that may have the old domain listed. You want to track these down and see if this is something that could cause brand confusion or other issues down the road. Not every website and directory will have contact information (or the attention) and allow you to remove outdated information.
Example. Your business is in Manchester, NH, and you own an auto repair shop (you do not work on classic cars, and you do not do auto restoration. The domain was previously registered to another business; the old business was in Illinois, it was an antique car restoration shop, and the domain is listed on multiple websites.
You can also have private domain registration, which hides your personal information (i.e., name, address, phone, email, etc.). This option is more expensive, and while some marketers say you “should” do it, I’d like businesses to consider if it’s really worth it. If you own a business and on your business website, you have your name, email, etc., and it’s all over other places on the internet, what’s the point? Anyone (including scammers/spammers) can get that information easily anyway. The only time I would suggest (and this is a personal opinion) that you use private registration is if you have a home office and your billing information is your house address instead of a P.O. Box and you don’t want that info out there.
If your only option for registering a domain name is .net and the .com is already taken, what is sitting on the .com? Can it impact your business? How many potential customers/clients/guests might you lose if someone wasn’t paying attention (or didn’t know) and went to the .com version?
Is it worth it to register multiple domain names? It is worth it to grab the .net extension of your name. If your name is easily misspelled, it may also be worth it to register any variations of the name that might commonly be mistyped. While you can have the .net extension and any other domain names forwarded to your main website, be mindful of the cost. Are you really using them for anything or going to use them for anything? Is there a point in registering them? two domains, .com and .net will run you about $40+ per year; the more you buy, the more you will have to pay to keep them registered every year. Instead of saying yes, it is worth it to buy more names, or NO it’s not worth it, here are some articles to review, and you can decide whether it’s worth your time for marketing and expenses.
Keep in mind several of these articles are written by domain registrars.
- https://www.domain.com/blog/why-own-multiple-domains-for-your-business/
- https://www.entrepreneur.com/science-technology/the-benefits-of-using-multiple-domains-for-your-business/367043
- https://www.register.com/blog/get-growing/search-engine-optimization/why-you-should-register-multiple-domain-names-for-a-website
- https://digital.com/best-website-builders/why-you-should-buy-multiple-domain-names-for-your-business/
My personal take on buying additional domain names? Yes, it can be worth it, IF you use them and if you forward them or direct them to specific pages or unique landing pages, but in my experience, most people buy them, and they just sit there (not directed to anything) in the domain registrar for years and people keep paying for them year after year.