For many HVAC companies, the new year means the launch of a new website. While aspects of your website can be developed over time, one decision you will be stuck with is your domain name. You might think this decision is simple, but rushing into a domain name registration without considering all of your objectives can be a costly decision. That’s why HVAC Webmasters presents this guide to picking an HVAC domain name. Things you’ll want to consider include:
Make no mistake, your domain name is a direct reflection of your company’s brand. In today’s vastly digital marketing world, having a poorly branded domain name can mean the downfall of your entire business. In choosing a branded domain name, ensure that it is:
- Concise: You want a name that is easy to pronounce so it can be exchanged verbally
- Memorable: You want your name to jump off the business card, website, or social profile
- Relevant: You’d like to get heating and / or cooling, hvac, or a similar industry term in the name
Remember, your domain name will travel with your business everywhere it goes. You may even go as far as investing in a car wrap with your domain name printed right on your truck. It won’t make any difference if the domain fails to exhibit any of the above qualities. With that said, a well thought out domain name can really catch the eye of prospective customers.
A domain suffix, sometimes referred to as a top level domain (TLD) is what follows your domain name after the period. In other words, the .com, .net, and .org you see on websites is the domain suffix. In almost every case, you’ll want to choose a .com suffix. This is true for the following reasons:
- Innovation: The number 1 reason companies go away from .com is because their preferred name is already taken, but instead of choosing a different suffix, you should choose a more innovative domain name
- Recollection: Because .com is most common, if you tell a customer that your website is .net they might forget later on and type a .com, bringing them to a different website
- Reputation: The internet has its fair share of spammy, shady websites, and many of them don’t use a .com suffix, which can be an indicator of a risky site
You may note that certain government and non-profit institutions use .org which makes sense from a business perspective. But the way people receive non-organization websites that use .org is considerably different. The assumption, in most cases, will be that your company is not trustworthy.
Here is where domain names can get dangerous. Many companies mistakenly believe that using manipulative keywords as their domain name can drive tons of traffic to their site. Google warns against exact match domain names, and can actually penalize your site for using one. See below:
- Exact Match Domain Name: cheapHVACinTX.net
- Relevant Keyword Domain Name: SmithBrosAC.com
As you’ll see in the first example, using the word cheap can be exploitative, especially if your services are not considerably cheaper than other ones in the area. Furthermore, the keyword cheap and the suffix .net make your website look spammy and thus unreliable. The second example shows how using the relevant keyword AC can be done so in the context of your brand. To further discuss picking an HVAC domain name, call us at (800) 353-3409.