First impressions are lasting impressions - and in the click-away-in-an-instant world of the Internet first impressions are more than lasting. They are critical. Choosing an effective domain name is a crucial decision for any organization - and it is a marketing decision. It is not a decision be taken by members of staff who do not fully appreciate the value of a good domain name - or the shortcomings of a bad one. This text provides a comprehensive guide to choosing the right domain name for your organization, business, product or brand.