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How To Pick A Web Site Domain Name For Your Company Or Law Firm
Your web site is located by an IP (Internet Protocol) address such as 67.15.4.94 and is accessible
on the Internet by typing http://67.15.4.94. Instead of typing a series of numbers which are difficult
to remember, you can register an easier to remember domain name which becomes associated
with your IP address. Visitors typing an easy to remember domain name will be pointed to your IP
address. Similar to a 1-800 vanity phone number, some domain names pertain to the subject of
the web site, while others may simply be the name or an abbreviation of your firm.
Lawyer-Advertising-Blog.com is the primary domain name for my blog, which is instantly obvious
that it is a blog concerning lawyer advertising. When you type that domain name into the address
bar of your browser, the domain name servers on the Internet know that you're looking for
http://67.15.4.94 and take you there. You can have multiple domain names pointing to the same
web site. For instance, I also registered LawyerAdvertisingBlog.com (without hyphens) which is
used for branding because people never type hyphens. Because some people may remember the
name incorrectly, I also registered many other domain names such as
AttorneyAdvertisingBlog.com, LawFirmAdvertisingBlog.com and others, all of which will bring the
visitor to Lawyer-Advertising-Blog.com.
Tips to help you pick a domain name:
1) Choosing: Choosing a domain name is a lot like choosing a name for your company or law firm.
Ideally the name should be consistent with your branding. Determine whether you are branding
the name of your company, product or service. Your domain name should be good for branding -
short, easy to remember, and has a ring to it or creates an image in the mind of the consumer.
2) Trademark: Before registering your domain name, be sure to check the U.S. Patent and
Trademark Office to make sure that the name has not been trademarked. You can check at
www.uspto.gov, click on Search under Trademarks. Assuming that your choice has not been
trademarked and you have now registered a non-generic domain name, you may want to protect
your name by filing a Trademark or Service mark application.
3) Ownership: When you register a domain name, make sure that you are the registrant of your
domain name. Some web site design firms will register your domain name with their name as the
registrant. This will give them ownership of your name keeping you hostage. You can easily
register your domain name yourself for $8.95 per year at 8.95Domains.com or GoDaddy.com.
4) Hyphens: There have been misunderstandings about whether to use hyphens in a domain

2. name. First of all, the domain name you give out to the public must not have hyphens. The domain
name without hyphens is the domain name that everyone will type in the address bar of their
Internet browser.
The reason that some people say that you should have a domain name with hyphens is to force
the search engines to see keywords in your domain name so that your web site does better in
search engine results. The bigger search engines can now see individual words without hyphens,
however, smaller search engines may not and even the bigger ones may see a word differently
than you want.
Thus, the importance of using a hyphenated domain name has diminished. If you wish to use a
hyphenated domain name as I did with Lawyer-Advertising-Blog.com, you should also register the
unhyphenated domain name which you will forward to the hyphenated domain name. Use the
unhyphenated domain name in print and advertising.
5) Extensions: Domain names are available with various extensions, such as .com, .net, .org and
many other extensions. If it's really important to you, you can register domain names in several
extensions, however, for most firms only the .com extension is important. If you feel that you need
to use .org, you should also register your name in the .com extension.
The .com extension is similar to 1-800 for telephone numbers. Most people automatically dial 1-
800 even when they see 1-888. Likewise, most people will type
.com even when they see .net or .org. Additionally, many people including myself simply type in
the domain name without http://www. or .com and press "Control, Enter". Pressing "Control, Enter"
will type http://www. and .com for you, automatically taking you to a web site with .com.
6) Top Level Domain vs. Sub-Level Domains: A sub level domain is a second level domain under
a first level domain name and can look like yourfirm.freehosting.com. You must have your own
domain name. Do not under any circumstances use a free hosting service, since free hosting
services will only give you a sub level domain. No one will ever remember it and it's sort of like
handwriting your own letterhead.
7) Ethics for Law Firm Domain Names: A website name should be used as an address, not a trade
name which is prohibited. Advertise your web site name as an address, a means for people to find
your web site, not a trade name. Like a vanity telephone number, some web site domain names
can violate legal ethics. Make sure that your web site name avoids use of certain words which
could create a potentially incorrect expectation in the mind of the consumer or violate one of the
other ethics rules.
Your domain name should not imply that you are better than another lawyer or that you can
accomplish something that may not actually occur. Use of words such as "BEST", "TOP",
"FOREMOST, "LEADING", "WIN" and similar words in a web site domain name could create a
misleading expectation in the mind of the consumer and will violate ethics rules in most states.
For instance, LeadingLawyer.com or BestLawyer.com will likely violate lawyer ethics rules by
implying that you are a leading lawyer or the best lawyer. The question is by what standards are
you leading or the best and in what? WinningLawyer.com or WinningCase.com may be better for a
casino, because it will imply that the person who becomes a client of the firm will win money when,

3. that may not happen and even if it does, it's an award for just compensation, not gambling.
Laura Hodes in her article for the ABA Journal entitled Vanity Phone Numbers Make Your Firm
Less Forgettable, at http://www.hurt911.org/hurt-911-articles/ABAJournal.htm, quoted Will
Hornsby, an expert on lawyer advertising and staff counsel in the ABA Division for Legal Services,
who said that while there is nothing unethical about vanity numbers, "1-800-I-WIN-CASES would
be unethical because it is making an unsubstantiated claim, creating unjustified expectations that
can be true but still be misleading." The same can be said about domain names.
8) Advertising Your Domain Name: Be sure to include your domain name on your business cards,
letterhead, and all advertising. When advertising in off-line media, always advertise your domain
name with www. and without http://, such as www.LawyerAdvertisingBlog.com. Note that when
publishing your domain name on the Internet, you may sometimes want to use http:// to ensure
that you create a link back to your web site. When advertising in off-line media, always advertise a
domain name without hyphens.
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Get 7 FREE Training Videos That Show You How To Build A Profitable Online Business In Just 4
to 6 Weeks. Check It Out Here:>>>
www.thesixfigurementors.info
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