You've finally found a business name you like, searched it, said it out loud a few dozen times, and decided that's the one.
Then you go looking for the domain and yourbusiness.co.za is already taken.
Annoying, yes. Also quite avoidable.
Your business name and your domain don't have to be identical, but they do need to make sense together. It's worth checking both before you commit to the name, especially before you start designing logos, printing anything or telling everyone what the business is called.
Is my business name the same thing as my domain name?
No. They're connected, but they're two different things.
| Business name | Domain name |
| The name customers know your business by. Example: Green Leaf Gardens | The address people type into their browser to find your website. Example: greenleafgardens.co.za |
Your domain can also be used for things such as hello@greenleafgardens.co.za, which is why choosing the domain affects more than just your website.
The two don't have to match character for character. They should, however, be close enough that someone who knows the business name can easily recognise the website as belonging to the same business.
Should I check the domain before choosing the business name?
Ideally, yes. Not because the domain should decide what your business is called, but because it is useful to know what you're dealing with before you get too attached to a name.
Imagine deciding on a name, developing the logo, setting up social profiles and starting to tell customers about the business. Only afterwards do you discover that the obvious domain belongs to somebody else and the alternatives are all awkward.
It's much easier to know that while you're still deciding.
If you're still working through the name itself, How to Name Your Business covers how to develop and shortlist business name ideas before you get to this stage.
Does my domain have to match my business name exactly?
No, and sometimes it simply can't.
Let's say your business is called Green Leaf, but greenleaf.co.za is already registered. That doesn't automatically mean you need another business name.
You might find that one of these still works perfectly well:
• greenleafgardens.co.za
• greenleafkzn.co.za
• greenleafservices.co.za
The important thing is that the alternative still feels connected to the business and isn't difficult for somebody to remember.
What you don't want is to keep adding words, numbers, hyphens or unusual spellings until you've technically found an available domain but created something nobody will remember correctly.
What if the domain I want is already taken?
First, don't panic and don't immediately abandon the business name.
A registered domain doesn't necessarily mean there is another active business using the name. Someone may have registered it years ago and never built anything on it, or it may belong to a completely unrelated business.
What matters is working out whether there is a sensible alternative that still suits your business.
There is a difference between making a small adjustment and forcing a domain to work. If you have to explain the spelling every time you give somebody your web address, that's usually a sign to reconsider it.
What makes a good domain name?
A good domain doesn't need to be clever. It needs to be easy for people to use.
| ✓ | Keep it easy to type. If someone hears the domain once, they should have a reasonable chance of typing it correctly. |
| ✓ | Keep it reasonably short. You don't need to squeeze the entire description of the business into the address. |
| ✓ | Make the connection obvious. Someone who knows the business name should recognise the domain as belonging to it. |
| ✓ | Avoid unnecessary complications. Numbers, unusual spellings and strings of hyphens can make a domain harder to say, remember and type. |
A useful test is simply to say the domain out loud to someone. If you immediately have to spell it, explain where the hyphen goes or repeat it three times, there may be an easier option.
Should I choose .co.za or .com?
For a South African small business serving mainly South African customers, .co.za is often the straightforward choice. It immediately places the business in South Africa and is familiar to local customers.
A .com can make sense if the business operates internationally, sells to customers in several countries, or if it simply suits the business better.
You don't need to choose a .com just because it sounds bigger, and using a .co.za doesn't mean your website can only be visited from South Africa.
The more important question is whether the domain suits the business and is easy for your customers to remember.
Should I register more than one domain?
Sometimes it makes sense, but you don't need to collect every possible variation of your business name.
If both the .co.za and .com versions of your exact business name are available and the additional registration is worthwhile to you, you may decide to secure both. The same applies if there is one very obvious spelling variation that customers could easily use by mistake.
You would normally choose one as the main domain and redirect the other to it. You don't need separate websites on every version.
Registering a few sensible variations can be useful. Registering fifteen domains vaguely related to the business usually just leaves you paying renewal fees for domains you don't need.
Do I need the domain before I can set up business email?
Yes, if you want an email address using the business domain.
An address such as hello@greenleafgardens.co.za can only be set up once the business controls greenleafgardens.co.za.
The website doesn't have to be finished first. The domain can be registered and the business email set up while the website is still being planned or built.
If you're not sure how the email side fits together, Setting Up a Business Email explains domains, email hosting and the different options in plain language.
Do I need a website as soon as I buy the domain?
No. Registering a domain and building a website are separate things.
You can secure the domain now and build the website when the business is ready for it. In fact, registering the domain early can be useful because you know the address is yours while the other parts of the business are being worked out.
When you do get to the website, the domain becomes the address customers use to reach it. Small Business Website Design explains what a small business website actually needs and how those pieces fit together.
Where does the domain fit into the rest of the brand?
Your domain isn't your brand, but customers will see and use it regularly.
It may appear on your website, email address, quotations, invoices, business cards, vehicles, signage and social profiles. That's why a domain that feels completely disconnected from the business name can become irritating later.
The business name itself is only one part of the wider identity. Your logo, colours, typography and the way the business presents itself all work alongside it. What Actually Makes Up a Brand Identity explains how those pieces work together.
Choose the name and domain together
You don't need the perfect domain before you're allowed to start a business, and the exact domain you imagined isn't always going to be available.
What you want to avoid is treating the business name, domain, email and website as completely separate decisions. They eventually have to work together, so it makes sense to check them together while you still have room to make changes.
If you're in the early stages of getting everything set up, the Small Business Startup Checklist will help you work through the other pieces that need attention before and around launch.
