For many service companies, the new year means the launch of a new website. While you can develop aspects of your website 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.
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. Therefore, in choosing a branded domain name, ensure that it is:
- Concise: You want a name that users can easily pronounce and read on your business card and other marketing materials
- Memorable: You want your name to jump off the business card, website, or social profile so that people can recall it later
- Relevant: You’d like to get heating, 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 catch the eye of prospective customers.
A domain suffix sometimes referred to as a top-level domain (TLD), follows your domain name after the period. In other words, the .com, .net, and .org you see on websites are domain suffixes. In almost every case, you’ll want to choose a .com suffix for the following reasons:
- Innovation: If your .com choice is already taken, choose a more creative domain name instead of changing the suffix
- 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 particular government and non-profit institutions use .org or .edu, but these suffixes are only available with proof of validation. Domain registrars regularly release new suffix variations such as .tv or .club, but none will provide the immediate authority ascribed to .com.
Keywords can complicate the domain registration process. 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 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 more affordable 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 a relevant HVAC keyword combined with your brand name creates a memorable option.