What does your Domain Name say about your Company?

Internet marketing consultants and others in the industry may benefit from ensuring that their domain names are memorable, as a new survey has revealed that younger generations might be deterred by a poor choice of web address.

Conducted by Streamline - a web hosting service founded in 1999 as part of Dollamore Ltd - the study found that approximately one out of three people in the UK aged between 16 and 35 are critical of this, while it affects 13 per cent of those above 55 years.

In addition, it was seen that 34 per cent of businesses in Britain are dissatisfied with their internet sales, although just three per cent would consider altering their URLs to improve conversions.

Marketing director at the company Steve Holford noted that many smaller firms "undervalue the effect" that these addresses can have on the attitudes of consumers.

"There is a real danger their work and investment on the web can be undermined by the simple fact that consumers cannot remember their URL," he said, adding that domain names are now so affordable that companies can "experiment with [alternatives]".

Streamline itself hosts more than 150,000 sites and may be the site of choice for charities, to which it offers a 50 per cent reduction in hosting accounts.