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Choosing the Right Domain and Business Name for Your Service-Based Business

If you're a small business owner, specifically a coach or consultant, who has built your website and brand on Wix, you already know how important it is to have a strong online presence. When it comes to your website, making the right decisions is crucial, whether you're revamping it or building it from scratch.

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As a service-based business owner, you may be facing a common dilemma: should you change your domain name and/or business name during this process? And when it comes to naming your business, should you use your own name or a business name? We understand that these decisions can be challenging.

In this article, we'll explore key factors that will help you make the right choices for your service-based business. We'll provide friendly and clear guidance tailored specifically to coaches, consultants, and other service-based business owners like you who have built their websites and brands on Wix.


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Using Your Own Name: A Personal Touch

Using your own name as the business name for your Wix website has unique advantages. It adds a personal touch that is often associated with authenticity and trust. Customers find it easier to connect with a business named after an individual, as it gives a human face to the brand. If you have a strong personal brand or reputation in the coaching or consulting industry, leveraging your name can instantly enhance your credibility and recognition.

Advantages of Using Your Name:

  • Personal Branding: By using your own name, you reinforce your personal brand and position yourself as an expert or professional in your field

  • Authenticity and Trust: Clients appreciate dealing directly with individuals, and using your own name conveys authenticity and sincerity

  • Memorability: Personal names are often easier to remember, especially if you have a unique or memorable name.

  • Establishing yourself as the go-to person in your niche: Using your own name can help you become the trusted authority in your industry.

  • Flexibility to evolve and adapt: When you use your name and surname as your website address (e.g.,, this gives you the freedom to transition to different business offerings without needing to change your domain. This approach allows you to maintain consistency and recognition while adapting to the evolving needs of your business.


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Choosing a Distinct Business Name: Brand Identity and Versatility

On the flip side, opting for a distinct business name allows for greater creativity and flexibility in building a brand identity. A unique business name can be more memorable, distinctive, and versatile. It opens up possibilities for creative branding strategies, including memorable logos, taglines, and visuals that embody your business's essence.

Advantages of Choosing a Distinct Business Name:

  • Brand Versatility: A unique business name offers more creative options for designing a versatile brand identity, accommodating future expansions or pivots.

  • Scalability: A distinct business name can help in scaling your business and entering new markets without being confined to a personal association.

  • Protection: Using a unique business name ensures the protection of your brand through trademarks and legal measures.

  • Consistency and Recognition: A distinct business name provides stability and avoids potential disruptions to your online presence and communication channels as your business grows and evolves.


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Personal Comfort: Finding Authenticity and Confidence

Take a moment to deeply reflect on your intentions and motivations. Are you considering using a business name as a way to 'hide' behind it, creating a sense of separation between your personal identity and your business? It's important to be honest with yourself and acknowledge any feelings of hesitancy or insecurity. Rather than hiding, find ways to step out of the shadows and own your space as a small business owner.

However, if it makes sense for you to go with a brand name (because you have a team or you’re an agency, for example), then having a unique and memorable business name can be a strategic choice. As a small business owner with a brand name, you may need to work a bit harder to establish and maintain memorability. But by putting in the effort, you can create a distinct brand identity that resonates with your target audience and sets you apart in the market.

Remember, the key is to find authenticity and confidence in whichever naming approach aligns best with your long-term vision and goals.


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Making the Decision: Considerations and Reflection

Consider how your domain name and business name align with your brand identity and reflect your unique value proposition. Reflect on your business goals, target audience, industry, and personal preferences when deciding between using your own name or choosing a distinct business name. Understanding your brand identity and considering your ideal client's preferences will help you make informed decisions that align with your long-term business goals and vision. These considerations are crucial in establishing a strong online presence and attracting the right audience for your services.

Key Considerations for Choosing the Right Domain and Business Name:

  • Branding and Identity: Consider how you want to position your business in the market and the image you want to convey to your audience. Your domain name and business name should align with your brand and reflect your unique value proposition. Think about your ideal client, the services you offer, the message you want to convey, and how your chosen names can support that message.

  • Your Ideal Client: Your ideal client plays a crucial role in shaping your business decisions, including your domain and business name. Consider their preferences, expectations, and the industry norms. How will they perceive and connect with your chosen name? Is it more important to be relatable and trustworthy on a personal level, or do you need a larger brand with a unique and memorable business name? What will help you stand out more to them?

  • Scalability and Future Growth: Consider whether your chosen business name fits your long-term growth and scalability goals. Think about the future vision for your business and decide if your chosen names will remain relevant and scalable as your business grows.

  • SEO and Online Presence: Changing your domain name can affect search rankings and traffic, as search engines need time to recognize and index the new name. Consider the alignment of your current domain with your services and industry and how a domain name change can enhance online visibility. Incorporate relevant keywords or industry terms for better search engine results and make it easier for potential clients to find you online. Additionally, ensure that your new domain name is easy to remember and spell, and avoid using special characters or numbers that may confuse users.

  • Consistency and Recognition: Changing your business and domain name can impact consistency and recognition. Evaluate the trade-offs between maintaining familiarity and embracing change. Consider the impact of a name change on brand recognition and carefully weigh the pros and cons.

  • Legal Considerations: Do proper research to make sure there are no trademark conflicts or legal problems with your chosen business and domain name. Register a unique name to keep your brand safe and talk to legal experts to make sure you follow intellectual property laws.

Reflect on these key considerations based on your business goals, target audience, industry, and personal preferences when deciding between using your own name and choosing a distinct business name.


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Embrace the Evolution: Be Prepared to Adapt!

As an entrepreneur and business creator, you have the unique ability to adapt and grow with the ever-changing business landscape. Choosing the right domain and business name is important, but it's not the only factor for success. It's perfectly fine to change your mind down the road, as it shows that you are responsive to your clients' needs and willing to evolve over time.

Embrace the uncertainty and embrace change as part of your entrepreneurial journey. Recognise that your brand will evolve and expand, just like you. Every decision you make presents an opportunity to redefine yourself and your business, aligning with the wants and desires of your clients.

Trust in your ability to navigate the path ahead and have confidence in your personal growth. Remember that it's not just about the name you choose, but the passion, resilience, and determination that you bring to your entrepreneurial journey.

Are you a small business owner building your brand on Wix? Join the club and sign up to my monthly newsletter for free tips and advice!


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