Chapter 2. naming your site

"We can't call him Kevin that domain name has been registered."

don't miss ...

1. 3 ways to name your site

2. Registering a trademark

3. Acquiring a domain name

4. Understanding web addresses

5. Choosing a suffix: dot-com? dot-org?

6. Action section: What will you name your site?

The name game is a challenge in any industry, but it's complicated on the web by several factors, including the dearth of domain names. Unlike business names which can be repeated in different towns or different countries or different industries domain names are one to a customer.

So, while a Joe's Hardware in Teaneck, New Jersey would normally coexist peacefully with a Joe's Hardware in Phoenix, Arizona, the two will likely butt heads online. For there can only be one joeshardware.com.

This became a problem in the late '90s, when the web's popularity took off. There was a rush on domain names, and many companies were left empty-handed. Soon, the possession of a straightforward, easily understood domain name was both a status symbol and a point of professional pride.

When choosing a site name, consider

• Clarity. On the web, it's important to be clear about who you are and what you do. Your name is a good place to start.

• Legality. Businesses from all different industries and locations compete on the web, which means domain names are scarce and lawsuits are rife. Be sure to investigate any possible trademark infringements before deciding on a name

• Availability. Sadly, you may come up with the perfect name for your site, only to discover that the domain name's been taken. Simple, straightforward domain names are hard to come by, and you may have to settle for your fourth or fifth choice.