The power of your own business domain name

Gary Parker
June 6, 2018
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Research demonstrates that smaller businesses, by and large, are not maximizing the benefit of their Internet presence.

This may be surprising to hear, and even disappointing to some, but it should be pointed out that those taking advantage of it, are really experiencing significant gains.

So why are so many still missing the boat?

A recent study — called Benefits and Barriers of Bringing a Small Business Online: helped to shed some light. The study measured the responses of 1,050 businesses with 1 to 49 employees from China, France, Germany, India, Turkey, the United States and the United Kingdom. All of the respondents were from the commercial sector and they had to have an online presence of some sort (either a website, social media account, e-commerce site, local review site, or blog).

While most understood the importance of an appealing website, many simply opted for social media instead.

It was found that most small businesses don’t have IT people on staff, and therefore think that using a social medium to host a Web presence is easier than doing it themselves. Why? Primarily because these sites offer a simple template that simply has to be populated. And, among those who were involved in e-commerce (selling things over the Internet) sites like, Etsy, Shopify, or eBay seemed to most as good a place as any to set up shop online.

Unfortunately, those who choose such direction may be missing out on the true value of having their own, well-defined space on the Web.

The value of a domain for a small business is far more significant than many realize. Not only does it provide the foundation for your home page, but it can also be used to point to your Facebook or other social media site.  It may even be used for branded email – a hallmark for “real” businesses.

It seems most don’t realise how many affordable and effective solutions exist in today’s market.

Here are a few takeaways:

  • A great way to differentiate yourself is to find ways to continue great relationships and support with online customers. Let them know you care and that they are appreciated.
  • You are the expert of your product. And even online, special preference will be given to local business. Don’t miss the opportunity to remind people how available you really are.
  • Make sure your online presence is all that it can be. Again, there are cost-effective ways to look like you really know what you are doing. Looking established will set you apart right from the start.
  • If you take your online presence seriously, there is no better way to compete with “the big boys.” In fact, it is entirely possible to take a bite out of larger competitors’ volume.