Creating a domain name policy

Choosing and maintaining your domain name(s) is an integral part of managing your web presence — how you're found and remembered by your customers. Ideally you should have a domain name policy which provides a consistent, defined approach to choosing and managing your domain names and which documents how you will manage those domains over time.

A policy helps you manage the risk of having multiple, variably branded websites, with short-term life spans. Proactive domain name management also ensures good processes for registering and managing domain names and their records.

Consistent web presence

Have a policy that outlines roles and responsibilities and your approach to domain name creation and management, to prevent a fractured, unprofessional look for your agency on the web.

Manage your registered domains to avoid risk

  • Have a record of all your domains and (for domains) know when they are due for renewal. It is a good idea to ensure that someone is responsible for this task.
  • Ensure that you use a reliable domain name registrar to secure any non domains (e.g., that your agency uses.
  • Reduce the risk of cybersquatting, link farming or phishing by using as your primary domain and consider securing the equivalent and domains as well, to prevent them being misused.
  • Reduce costs
  • Fewer domains means less overhead, in management and DNS hosting (for and in registration charges (for other types of domain name).
  • Make sure you cancel your domains if they are no longer required.
  • Search engine optimisation
  • Most people use a search engine to find websites. Use fourth level domain names for new projects or existing functions where you can, as your existing site will already be indexed and the sub-domain will inherit this ranking, making it easier for users to find your site.
  • domains often rank higher in search engines so consider using one as your primary domain.