The idea of using names or letters has always been a successful marketing tool. For instance, everyone knows that dialing 1-800-COLLECT will let you call someone and get a discount on telephone charges, but how successful would that advertising campaign be if customers had to remember to dial 1-800-265-5328?
One of the keys to having a successful website is having a web address that's easy to remember. And it's a lot easier for a potential patient to simply type in www.smithchiropractic.com, for example, rather than having to enter a jumbled mass of letters, numbers and symbols.
As business on the internet continues to expand, the type of domain name an organization has is becoming more significant. With millions of dollars in commerce and revenue at stake, it's more important than ever to have a catchy domain that customers can easily recall. Registering a domain name is rather simple and inexpensive. Before learning how to register a domain name, a little history on domain names and their meanings is in order.
Domain Names in a Nutshell
In the language of the web, domain names are the tags that appear at the end of e-mail and website addresses. These tags help identify where a computer or other user may be located and to what type of organization that person or computer may belong. For instance, the web address http://www.fullerton.edu refers to the website of California State University at Fullerton.
The ".edu" is one of seven three-letter tags on the end of all domain names registered in the United States. These are known as top-level domain names (TLDs). The most common TLD is .com, which is used by commercial organizations. The other six are: .edu (educational institutions); .mil (military and associations); .int (international treaties and affiliations); .gov (government); .net (networks and companies); and .org (organizations).
Addresses from other countries use a two-letter country code rather than the top-level domain used in the United States. Most countries are reasonable identifiable: .AU (Australia) .CA (Canada), and so on. Other codes can be more confusing and require a bit of research. Switzerland, for instance, uses .CH as its country code. Switzerland is a confederation of 23 cantons (Lat. Confoederatio Helvetica).
Late last year, an internet ad hoc committee proposed the creation of an additional seven top-level domains. These new domain names (.firm. store, .web, .rec, .arts, .info and .nom) would increase the possibility of choosing a catchy domain name for thousands of businesses and individual users. The InterNIC, the agency in charge of administering domain names, has not announced plans for introducing the new domains in the near future. With luck, these new domains should be available by the middle of 1999.
The All-Powerful (and Often Frustrating) InterNIC
Established in 1993, the InterNIC (Internet Network Information Center) is an administrative agency run by Network Solutions, Inc. and AT&T. With the exception of the .mil domain, the InterNIC controls what's availability of top level domains and thus wields an iron fist over the allocation and registration of domain names in U.S.
Because of its monopolistic nature, much discussion has been raised about the InterNIC's domain name policies, and with good reason. The agency is being soundly criticized by ISPs and other services for poor customer service and lackadaisical billing procedures. And since the InterNIC is the only game in town for domain name registration, it apparently has little impetus for improving service or revising its policies.
This has led to scrutiny of the agency by the Department of Justice, which launched an investigation into the legality of the InterNIC's control of domain names. Other organizations have questioned the way the agency handles copyright and trademark disputes.
Registering a Domain
Before obtaining the rights to your own domain name, you first search the InterNIC's database to see if that domain has already been taken. You can search the InterNIC's DNS database at http://www.internic.net/cgi-bin/whois. This site is a complete list of registered names. Using the site's search tool, you can look up records and domain names in the database. If the search doesn't come back with the information you entered, your domain name should be available.
You can register a domain name directly through the InterNIC using its registration templates. The templates ask for a variety of information: user's name, address and the name of the domain. Unfortunately, the templates are not very user-friendly, and the accompanying help files do little to make filling out a template any easier.
After you have completed filling out the registration template, you can either fax or e-mail it to InterNIC. The agency will acknowledge your request and e-mail you a tracking number. This is quite important in helping obtain information about your request. Assuming there are no errors on the template, the registration request will be processed immediately. InterNIC will send you an e-mail to notify you that your domain has been added to the DNS database.
Once your domain name is registered, the InterNIC will send invoices to your regular mail and e-mail addresses. There is an initial $70 registration fee the first time you register a domain name, which lasts for two years. Subsequent renewals cost $35 per year. Renewal notices are sent 60 days prior to the expiration date of your domain's registration. If the InterNIC does not receive payment, the domain name will lapse and is subject to be deactivated (or deleted from the DNS database).
Other Options for Registration
Fortunately, business and users interested in staking a claim to a domain do not have to go directly to InterNIC to register a domain name. For an additional fee, users may go through a domain name hosting service, or they can contact an Internet service provider to register a domain.
There are a few advantages in registering with a domain hosting service. You won't have to deal directly with the InterNIC customer service, and the requisition forms are usually much easier to understand than the InterNIC templates. There is a price to pay for registering a domain via a hosting service. Some domain hosting websites will charge upwards of $50 or more to register a domain through their service, but that extra cost might be worth the frustration you save.
Registration is only half the battle. You must secure at least two different types of domain name service (DNS). A DNS server puts your domain name on a list of servers that gets transmitted across the web. This makes your domain name a useable address that browsers and users across the internet can access. Fortunately, it's much easier to find a DNS server than it is to register for a domain. Most internet service providers can find a domain name server, and there are a number of domain name services that can also help you.
Domain Name Controversies
Since 1994, there have been more than 700 domain disputes between companies and individuals. While only about two percent of these claims end up in court,1 the results of these lawsuits can be messy. Adding to the conflict is the InterNIC's questionable policy towards such litigation.
In these disputes, InterNIC requests proof of trademark rights from the original domain holder. If the holder can't produce something within 30 days, Network Solutions will demand compensation for any charges or damages that may result from a lawsuit. If the holder ignores or refutes the compensation, InterNIC deactivates the domain after 30 days. This means that large companies with extra attorneys and deep pockets can afford to make sure no one uses a name related to their products and services, even if a small firm or individual might have a legitimate reason to use a domain name related to its business.
Another problem with getting a good domain name is "name speculation." In the early days of the American frontier, land speculators grew rich. The internet frontier also has its speculators. Individuals buy domain names with the sole purpose of selling them to the highest bidder, sometimes at more than 100 times the original registration fee.
The buying and selling of domain names has become a lucrative business. Virtual flea markets have sprung up on the internet, with vendors selling and trading "good" names for money. DomainReseller ([url=http://www.domainreseller.com]http://www.domainreseller.com[/url]), for instance, has hundreds of names posted by different sellers asking from $100 to $1.5 million for popular domain names. The market for selling or leasing domain names are whatever the market will bear.
A Final Word
You may feel disheartened at the prospect of securing a domain name that fits your needs. Yes, it can be frustrating finding a catchy domain name. Yes, dealing with the InterNIC is akin to having your teeth pulled without anesthesia. And yes, getting a domain name and building a website can be costly and time consuming.
A cleverly designed website can generate a whole new group of potential patients for a doctor's practice. Combining that with a clear or easytoremember domain name could go a long way toward having a site that provides valuable information and collects patients versus one that collects electronic dust.
Consider buying a chiropractic domain for your website. With a good design plan, some patience and a little luck, a small investment now could equate to a larger patient base and a stronger practice in the future.
Reference
1. Steyer-Phelps A. How to get a domain name. PC Novice Guide to Building Websites, Vol. 5, No. 10.
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