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Tip Sheet 2

Choosing a name for your website

The choice of name for a website is as important as choosing the name for your company or organisation or cause. The name should reflect and promote your existing brand name as far as possible. For example, Westpac Bank in Australia would have been unwise to use any URL other than the one they chose: www.westpac.com.au

However, it’s not that easy for some organisations. Those that have long complicated names, or names that are commonly mis-spelt will find it difficult to establish a domain name that Web users will get right.

A checklist for choosing a name

• Would average users guess the domain name without having to use a search engine?

• Does the domain name support the image of the organisation?

• Does the domain name stand on its own and convey meaning – if it was the only thing on a poster or billboard would the public know who owns the site?

• If an acronym or abbreviation has been used, does it make sense to the target audience?

• Has the most appropriate and obvious organisation type (or types) been chosen eg .com .org?

• Is the name so long or awkward to type that it’s likely errors will be made typing it?

• Have additional domain names been considered that users may guess and that should be registered along with the preferred domain name – eg www.unitedfocus.com & www.unitedfocus.com.au or www.unitedfocus.biz.au

There is a common misconception that just because you already have a company name or a registered trademark, you have a right to use that name as your domain name. This is incorrect. Domain names are licensed on a ‘first-come, first served’ basis to eligible applicants. Before you attempt to register a domain name, you should check that the domain name you are seeking is available.

Applying for a domain name in Australia
Each country has its own government appointed domain name registration body.
In Australia it is: .au Domain Administration Limited (auDA) www.auda.org.au

To register a domain name in Australia visit www.ausregistry.com.au

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