Without a doubt, this is one myth that most of our clients believe is just plain common sense – that you only need to register one domain name for your business website.
It’s understandable why many business owners think this is true, because after all, when you register a business name you only register one name. The problem is that with domain names it is a whole different ball game and you do need to register more than one domain name.
Why do you need to register more than one domain name for your business?
The single, most important problem with having just one domain name is competition.
Just imagine that your domain name is mywidgets.com.au and you build your brand into a healthy business. Suddenly you notice that traffic and sales are dropping off, so you increase your promotions and run some specials to bring in more customers. Over time however, you realise that this isn’t working and your traffic and sales are continuing to fall.
Then you realise that another website with the domain name mywidgets.com has appeared and after some research, you realise that they have ‘stolen’ your traffic. This is a serious problem that happens to many businesses, not just the large multi-corporations, but small businesses as well. We’ve seen it first hand, and there’s not much you can do about it unless you have a trademark, and even then it doesn’t guarantee anything.
This is why it is vital to register more than one domain name for your business, so you can put a stop to this sort of underhanded competition, before the rot sets in.
So if your business name is mywidget.com.au, then it serves your business well to also buy the .com, .net and .net.au versions of your domain name as well. Some businesses purchase another 10 or 20 versions of their domain name, so that there is no possibility that customers will confuse their domain name with a copycat.
Purchasing multiple domain names makes good sense, because it helps to protect your brand at an extremely minimal cost. An average annual expense a couple of hundred dollars, to ensure that your competitors can’t underhandedly jeopardise your market share, is definitely a sound financial investment.