Here’s the situation:

A client is unhappy with their web host and wants to make a move. They call me asking that I take care of it for them. I give them a list of the information I need to make the move, and when I mention the login name and password for their account at their domain name registrar, all I hear is silence. Most business people don’t know what a domain name registrar is or what they do, and that’s a problem.

What’s a Domain Name Registrar?

A domain name registrar is a company accredited by the Internet Corporation for Assigned Names and Numbers (ICANN) and/or by a national ccTLD (Top Level Domain) authority to register Internet domain names. An end-user cannot directly register and manage their domain name information with ICANN. A designated registrar must be chosen to have one’s domain names registered and managed with the appropriate registry (NIC) on their behalf.

Who is a Domain Name Registrar?

Well, they are companies like Network Solutions, Register.com, GoDaddy and others. When you decide on the domain name you want for your business, you can go directly to the web site of one of these companies and purchase your domain name. You will open an account with the registrar and you will choose, or be given a username and password for the account. In this case you control the domain name and can move your web site to any hosting company whenever you want by simply logging in to your registrar account and changing the DNS (Domain Name Server) to your new web host (After uploading your files to the host server, of course).

This is the Problem

Many web site hosting companies are re-sellers for these domain name registrars. What that allows them to do is offer you a hosting package that includes a domain name that they buy and renew each year. It sounds like a great deal until you want to change hosting companies, because now they have you over a barrel. They have control of your domain name because they bought it and it’s in their account with the registrar. Only they can access this account, so you have to go through them to release the name. Many unscrupulous hosting companies use this to hold you hostage to them.

Morel of the Story

Do not ever give someone else, especially a hosting company control of your domain name. You will be spending too much time and money building your brand to risk losing your domain name.

1. Contact Us -  This should be a given, but you would be surprised how many web sites are missing this critical page. If you want visitors to take the time to view your site, make it easy for them to contact you, and hopefully buy something).

Where it goes: There should be a link on every page of your site to the Contact Us page.

2. About Us - Don’t make this a 5-page biography of yourself, but do make it personal. People like to feel comfortable with the people they do business with. The Internet is an impersonal medium to begin with, so add your picture and tell them a little about yourself and your business. It can go a long way.

Where it goes: Folks usually look for this link in the main navigation or at the bottom of the page. Warning…don’t get too cute with the name. People are looking for “About Us” or “About”. Make it easy to find.

3. FAQ - Frequently Asked Questions will save you time and money. Remember, visitors are on your website looking for information. Many will have the same questions, and you most likely hear the top ten questions at least once each week. Put those questions here, but realize there will be more. This page should be updated regularly with new questions you are getting asked in phone inquiries and customer meetings. It’s also a good idea to add a short form on this page with a caption like “Didn’t find the answer to your question? Ask us now.”

Where it goes: Navigation bar, if possible, but at least put a link at the bottom of the page.

4. Privacy Policy - A Privacy Policy states how you will be using any visitor information you collect on your web site. Visitors want reassurance that if they give you their contact information their email address won’t be sold to someone who will fill their inbox with SPAM. Most people never read this page, but seeing this link at the bottom of your page will satisfy most people.

Where it goes: No need to use valuable page real estate for this one. Put a link at the bottom of your page.

5. Testimonials - Unless you only do business with people who already know you’re honest and trustworthy, this page is important. People want to know that you have satisfied customers, the more the better. Get permission from your customers to put their comments on your web site. If they will allow you to add their email address or phone number, the credibility factor increases dramatically.

Where it goes: Get your best clients to provide a short testimonial and put this in your main navigation. You should be proud of these, so display them accordingly.

6. An “Enticement” Page  - Building your list of prospects should be one of your key goals on a business web site. Having said that you want to entice visitors to sign-up for your newsletter or regular special offers. Many more visitors will opt-in if you give them something in return which they perceive as valuable. It could be a white paper, report, entry in a raffle or a promotional item. It really doesn’t matter as long as the visitor feels its value is worth being added to your list.

Where it goes: This page should either be integrated into the page where you ask visitors to sign up, or linked to from that page.

7. Confirmation: Each time a visitor completes a form on your web site, they should be redirected to a confirmation page immediately. The confirmation page should thank the visitor specifically for the action they just took, whether it was a newsletter sign up, an online order or even if they ask a question from your Contact Us page. People want to be reassured that their order, question, subscription or whatever was received. Give them a link to your Contact Us page here in case they have additional questions.

Where it goes: After completion of any form.