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off, which means that they are using the superior brand to gain custom. This could lead to a costly mistake, as the organisation being used for such purposes will invariably take legal action, which if successful, will cost the smaller business dearly.

3. Lack of description

In many ways, the potential harm from a domain address that lacks description of the business can cause a similar level of harm to the business as those described within the first point of this article. If you do not use your domain name to promote what your business is about, how can you hope to attract online custom? DJ plumbers is likely to get more customers that a website which just includes the name DJ. Therefore, it is important to include some element of description within the domain name to help direct traffic your way.

4. Size of name

The size of your domain name is also important. Consider for a moment which of the following you would want to type into the search facility of an Internet search engine. Would it be "iamyourlocalexpertaccountant. com" or "accountant.com"? People looking for accountants are not going to go to the extreme of typing in long-winded website addresses to gain the information they want and neither should they be expected to. Short and to the point is essential.

5. Word content.

You need to also remember the word content in any domain name you choose for your website. This is important to ensure that it does not come up because of a search that would be inappropriate to your business. For example, the domain name of sussexservices.com could easily link the searcher to a site called SUS sex services. This could have a seriously damaging impact upon your business.

It is thus apparent that great care should be taken in deciding upon a website domain name to ensure that the final choice does not damage the business or the brand image you are trying to portray.

Learn more about this author, Paul Lines.
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