Picking the BEST URL for your service-based business: Think beyond your name

I have a lot of great conversations over the course of a day, triggered by various things. One today was on the lines of when starting a service-based business, one of the first steps you'll take is choosing a name—and, along with it, a URL. It might be tempting (and let's face it, it feels logical) to buy a domain that's simply your name. It's easy to remember, personal, and—if you're the face of the brand—it makes sense, right?

Yes, there is nothing wrong with it... But, also, there is.

The Name Game: Short-Term Gain, Long-Term Risk

Using your name as your business domain has a few clear pros:

• It's memorable and easy for referrals.

• It supports your personal brand—especially helpful if you're a coach, consultant, or solo practitioner.

• It creates a sense of trust and direct contact, which many service-based businesses rely on early.

But there are big cons—and this is where many entrepreneurs don't think far enough ahead:

• If you ever want to sell your business, your name becomes baggage.

• Clients may expect you personally, even after you've stepped away.

• Your reputation is tied to the domain—forever. If the next owner drops the ball or shifts direction in a way you wouldn't? That's your name on the line.

Let's not forget SEO. Unless your name is already a keyword people are searching for (maybe you share the name of a celebrity or are one in your own right), it won't help you rank for your actual services.

A Smarter Play: Keyword-Driven or Service-Centric URLs

Consider a domain that supports your service offering and SEO goals, especially if you think long-term. Think keywords, clarity, and value.

Examples:

• torontolandscapedesign.com

• coastmortgages.ca

• claritycontent.ca

• vancouverbrandingstudio.com

These types of URLs:

• Tell Google what you do, which helps with organic search.

• Tell potential clients exactly what to expect.

• Are transferable—someone else could take over the business without reinventing the brand.

But What About Brand Equity?

Let's say you've built a strong personal brand – AWESOME. Someone might still want to buy your business, name and all. Sure, it happens. But brand equity is fragile. A domain entirely tied to you can lose value when you're not behind it.

Worse yet, if someone buys your site and starts offering sub-par services? That reputation you spent years building? Gone. Or worse, it's still out there with your name on it—just no longer in your control.

The Bottom Line

If you're a service-based business and in it for the long haul—or if you might want to sell down the road—choose your URL like it's part of your exit plan.

Yes, you can build your name and reputation. Yes, you can own your story. But when it comes to your domain? Make it searchable, scalable, and saleable.

Because at the end of the day, your URL should work as hard as you do.

Bonus Tip:

If you're tied to your name, consider buying yourname.ca and a service-focused domain. Use one for thought leadership or personal projects and the other as your business-facing site.

I have no intention of selling my site or business, so I stuck with RENimagines.com, which people still get confused with and refer to as RENimages.com. Speaking of the long game, I own a few other SEO/KEYWORD-specific URLs for personal projects I could grow and sell.

#BusinessStrategy #DomainNameTips #ServiceBasedBusiness #SEO #ExitPlanning #BrandBuilding #DigitalPresence #ThinkLongTerm