Why your domain name is a valuable asset to your brand.

Analogy warning: This post has an incredibly ham-fisted reference to your domain name being like a front door.

Have you ever thought about how crucial your domain name is for your business, regardless of its size? In simple terms, a domain name is your website’s address on the internet. But, it’s so much more than that.

Your Domain Name is a Bit Like Your Business’s Front Door

When people type in your domain or come across it in search results, it’s often their very first interaction with your brand. Just like a welcoming and well-maintained front door can give a great first impression of your home, a well-chosen domain name can do wonders for your brand’s image.

But, there’s more to it than just the name:

  • Uptime Is Key: Imagine if your front door was sometimes locked when people tried to visit. That’s what happens when your website has poor uptime. Uptime refers to the amount of time your website is available and accessible to visitors. If your site is often down, it’s like having a “Closed” sign hanging on your door – not very welcoming, right? Ensuring your hosting provider offers excellent uptime statistics is crucial.
  • The Importance of SSL Certificates: SSL stands for Secure Sockets Layer. It’s a technology that keeps an internet connection secure and safeguards any sensitive data that’s being sent between two systems. This prevents criminals from reading and modifying any information transferred, including potential personal details. When you have an SSL certificate, your website displays ‘HTTPS’ instead of ‘HTTP’ and shows a padlock icon in the address bar. This is akin to having a sturdy lock on your front door, assuring visitors that it’s safe to enter.
  • Speed Matters: The speed at which your website loads is vital. If your website takes too long to open, it’s like having a sticky front door that won’t open easily. Visitors become frustrated and may decide to go elsewhere. A fast-loading site, on the other hand, is like a door that opens swiftly and invites visitors in without any hassle. Site speed not only affects user experience but also impacts your search engine ranking.

So, while your domain name is the address plaque on your brand’s front door, elements like uptime, SSL certificates, and site speed are what make this door functional, secure, and inviting. Together, they contribute to the overall impression and reputation of your business in the digital world. Make sure they all work in harmony to offer a welcoming, secure, and efficient entrance to your online presence.

Keeping Your Online Home Safe

Tips on Protecting Your Domain Name and DNS

DNS stands for Domain Name System. It’s like the internet’s phonebook, connecting your domain name to the actual website.

  • Picking the Right Registrar: A registrar is where you buy your domain name. Choose one that’s well-known and reliable for peace of mind.
  • Don’t Forget to Renew: Imagine losing your domain name because you forgot to renew it! Set up automatic renewal reminders to avoid this nightmare. Renew for longer periods than one or two years, as this can reportedly help your domain reputation (though there are others that argue it has very little relevance).
  • Privacy Matters: Use privacy services offered by registrars to keep your personal details safe from the public WHOIS database, which is like a public directory of who owns what domain.
  • Strong Passwords and Extra Security: Protect your registrar account with a strong, unique password and something called two-factor authentication (basically an extra step of security).
  • Check Your DNS Settings Regularly: Make it a habit to check that your DNS settings are correct and haven’t been tampered with.
  • Have a Plan B: If something goes wrong, like someone hijacking your domain, it’s good to have a plan. Keep your registrar’s contact info handy and know their process for dealing with security issues.

Your domain name is more than just an online address – it’s a key part of your brand playbook and business strategy. In today’s digital world, keeping your domain name and DNS safe is crucial. By being proactive and vigilant, you can protect this invaluable asset and keep your online presence strong and secure.

Using third-party DNS services

There are third-party services available for managing DNS. Here’s a couple of free/low-cost options for smaller businesses and brands.

Using Cloudflare for DNS Management

  1. Enhanced Security: Cloudflare provides robust security measures like DDoS (Distributed Denial of Service) protection. This is like having a security guard at your gate, keeping unwanted traffic (like cyber attacks) at bay.
  2. Improved Performance: Cloudflare offers a content delivery network (CDN) that stores your site’s content on multiple servers worldwide. This means your website loads faster for visitors, no matter where they are – making sure your door opens quickly for everyone.
  3. Easy to Use: Cloudflare is user-friendly, even for those not super tech-savvy. It’s like having an automatic, smart lock on your door that anyone can use without a hassle.

Amazon AWS for DNS Management

  1. Scalability: AWS allows you to scale your resources according to your website’s traffic. This is akin to having a door that automatically adjusts its size based on how many guests are visiting.
  2. Reliability: AWS is known for its reliability. Their infrastructure ensures that your website is always accessible, much like ensuring your front door is always functional and welcoming.
  3. Diverse Services: Beyond DNS management, AWS offers a wide range of services that can be integrated with your website, like database management and storage solutions. This is similar to having a multi-functional entryway equipped with various features for different needs.

Your domain name is a small but mighty part of your business. Look after it!

This post was written by James Kindred

Oh, hey! I’m James Kindred - a graphic designer in Suffolk, UK, and I run Fork: a creative consultancy for start-ups and scaling brands. With over 25 years of experience, I work with start-up and scale-up brands to develop their identity, collateral and brand strategy.

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