Most people know your business domain name as just the address for your website. This is true, but the real importance of managing your domain name can often be overlooked. Your domain name is the foundation of your entire online presence – it controls everything from your website accessibility to your email communications and even your business’s online security.
What is a business domain name?
A domain name is simply a human friendly address that users type into their browser to find your website. For example, if your business is called “Smith’s Cafe,” your domain name might be smithscafe.com.au.
Your domain name typically consists of:
- Your business name or brand (smithscafe)
- A domain extension (.com.au, .com, .net, etc.)
Think of it like your business’s street address, but for the internet. Just as you need a physical address for customers to visit your store, you need a domain name for customers to find you online.
Common domain extensions for Australian businesses include:
- .com.au – The standard for Australian businesses
- .au – A new shorter Australian specific version with the ‘com’
- .com – Used globally and often preferred if you plan to expand internationally
- .net.au – Another Australian option
- .org.au – For non-profit organisations
Your business domain name is however a lot more than just an address. Many business owners don’t realise just how critical proper domain management is until something goes wrong. Let’s explore why looking after your domain name is essential and what steps you can take to protect this valuable business asset.
Your domain name is your digital foundation
Think of your domain name like the switchboard for your online business – everything connects through it. If something goes wrong with your domain name, it can affect all these services at once. This is why proper domain management is crucial for every business, no matter its size.
Here are the main things your domain name can impact:
- Your website
- Your business email
- Your business tools
- Your online visibility
When managed properly, your domain name:
- Builds trust with potential customers
- Ensures continuous access to your website and email services
- Protects your brand from competitors and cybersquatters
- Maintains your business’s professional image
Common business domain name disasters (and how to avoid them)
Unfortunately, I’ve seen too many businesses face serious issues due to poor domain management. A long time ago I had a client who through a lapse of attention let their business name expire. It’s a simple mistake that is easy to make, but it had some disastrous consequences. The domain name was purchased by someone overseas, who then demanded the business pay them a exorbitant fee each month to keep the domain name active.
This domain name was crucial to the business, it was in all their existing advertising, it had a history that helped them get found, and it was used company wide for their email. After exhausting any available options and with no real recourse, they ended up essentially being extorted and paying a huge amount each month.
While that is an extreme example, there are lots of real world scenarios that can have a significant impact on your business:
Expired domains
One of the most common disasters is simply forgetting to renew your domain name. While this might seem minor, the consequences can be severe:
- Your website becomes inaccessible
- Professional emails stop working
- Competitors can potentially purchase your domain
- Google may remove your website from search results
Security breaches
Domain hijacking is more common than you might think. Cybercriminals can:
- Redirect your website to malicious content
- Access your business emails
- Damage your reputation with customers
- Hold your domain hostage for ransom
Email disruptions
When domain names aren’t properly managed, email services often fail first:
- Lost customer communications
- Missed business opportunities
- Professional embarrassment
- Delayed payment notifications
The simple steps to manage your business domain name
Protecting your domain name doesn’t need to be complicated. Here are the key tasks you need to focus on:
Keep contact details current
- Update your contact information whenever it changes
- Use a business email address rather than a personal one
- Ensure multiple people in your organisation have access to domain records
Manage renewal dates
- Set up auto-renewal for your domain
- Keep your payment details current
- Set up calendar reminders for domain expiry dates
- Keep an eye out communications from your domain registrar
- Regularly check the status of your domain
- Turn on a registrar lock if available
Security Best Practices
- Use strong passwords for domain management accounts
- Enable two-factor authentication where available
- Regularly review domain settings and DNS records
- Keep access details in a secure location
Who should manage your business domain name?
So now that you know the importance of properly managing your domain, the next thing to work out is who should manage it? Here are the different options to consider:
- The business has full ownership and control
- An IT company manages it for you
- Your website developer manages it for you
Which option suits you best really depends a lot on your business, but in most cases the best option is for you to have full ownership of the domain, and then delegate access if required to professionals you trust.
This way you can retain full ownership and control of the domain, but partners working with your website, email or IT systems have the access they need to support your business as it changes and grows.
Just remember however, if your business has full ownership and control – this comes with the ultimate responsibility to maintain and manage the domain name both now and in the future.
Protecting your business domain name
Smart domain management is about more than just technical maintenance – it’s about protecting your business’s digital identity.
Have a clear owner of the domain name
- Ensure the domain is registered in your business’s name
- Maintain proper documentation of ownership
- Keep access credentials secure but accessible
- Have a succession plan for domain management
Working with professionals
- Choose reputable web & IT professionals
- Maintain admin access to your domain
- Get everything in writing
- Regular check-ins on domain status
Have a backup plan
- Document all domain settings
- Keep records of DNS configurations
- Have emergency contact numbers for your domain registrar and providers
Check your domain name today!
Your domain name is too important to leave to chance. Here are your next steps:
- Check your domain registration details today
- Update any outdated contact information
- Review your renewal settings
- Document your domain management procedures
Don’t wait for a crisis to start thinking about domain management. A little preparation now can save you from major headaches in the future.
Looking for help with your business domain name?
Need help managing your domain name and website? Our website care plans include professional domain management, giving you peace of mind that your domain is secure. Book a call to learn more about how we can help protect your online presence.
