NFIB

Domain Names
06/ 06/ 2002

by Vicki Gerson

If you're thinking about placing your business on the Internet, you need a Web address, also called a domain name. Unfortunately, many small to mid-size business owners haven't been informed by their Web designers of all the ins and outs involved with selecting a name, an extension or transferring the domain name.

What's in a Name

Shayna Harris, president of Buffalo Grove, Ill.-based WebCore Plus, Inc., a Web design, development and hosting firm (www.Webcoreplus.com ), suggests that business owners not use an abbreviation as their domain name, unless they are already branded globally. The goal is for your clients to remember your business' name. "Keep in mind that if you use a play on words or quirky spelling, you could wind up sending them to a competitor."

Harris also points out that a business owner is not allowed to use special characters ( i.e., "?" or "&") or quotes in a domain name. You are allowed to use hyphens, underscores, letters and numbers. However, she recommends that business owners be careful when using hyphens and underscores, because they can be difficult for people to remember.

Selecting an Extension

Today, several extensions are available. Harris cautions that although new extensions such as .biz or .us (United States) are available, most people are still not familiar with them. "My company recommends that businesses stay with the most familiar extensions, .com for a company or .org for a non-for-profit," she says.

Registration

A domain name is registered through a vendor like Verisign or Register.com. Registration is for a one-year minimum, but can also be leased for several years at a time. Some vendors, however, require a business to pay for two years the first time, and then allow a one year renewal after that. It varies from vendor to vendor.

"Registering your domain name is not the same as a trademark, service mark or copyright," says Harris. "However, you can run a preliminary trademark search through some of the registration companies--but remember you are in a global market on the Web, not just in the United States. To truly do a trademark search, you'd have to check the mark all over the world and this will cost money."

When the business owner registers a domain, information on the registrant (i.e. name, address, phone, and email) is included as well as on the administrative, billing and technical contact (usually the Webmaster). "It is crucial that the registrant be the client--not the developer, Webmaster, ISP host, etc.," states Harris. "Remember, if the registrant is not the owner, and your relationship ever severs with your Web designer, the developer will own your name. In addition, don't let any Web site developer tell you that he or she put it in their name because the domain name can be better protected."

The technical or other contact can be your Web site developer so that people with technical questions will contact this individual--not you. In addition, your developer should have a billing system in place to remind you of your renewal date. Be sure to keep all contact information up-to-date.

Transferring Your Domain

If you are going to transfer your domain from one vendor to another, find out their policies. Many vendors require at least 45 days notice before the expiration date to transfer out a domain and the account must be in "paid status." If any of the contact information isn't current, it will have to be updated before any transfer can take place. If your developer does help you transfer your domain, be sure to check the record afterward to see that it is in order. The business owner can check by visiting www.whois.net.

When you transfer, wait until it's closer to the expiration date (but still be in paid status), otherwise you will lose time and money when transferring. For example, if your domain expires in March 2003 and you transfer in September 2002, you lose the "rent" paid for six months. Wait until 45 days before the rent expires and then transfer.

"Just remember, take care of your domain name just like you take care of your business," she said. And always protect your good name.

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