The domain name is the epicenter for the business. The company’s website is located on the domain name. The business email utilizes the domain name. The domain name should be a primary aspect of the corporate branding – or the branding should match the domain name in some way. The company’s marketing should ensure customers and prospects know how to find the company online. The domain name should host a resource for employees.
Put simply, an online business revolves around its domain name.
I think it is mission critical for a company to choose the right domain name. The domain name should not cause any friction or become a pain point for the business and its operations. Customers and employees (especially in these work from home times) should easily be able to find the domain name and/or communicate with the business. There should not be lost traffic or misdirected emails sent to other companies – particularly competitors.
When it comes to operating a business online, the domain name is the center of everything. The domain name should ensure a frictionless and painless experience for the company, its customers, its partners and suppliers, and its employees.