Why you Should Own your Own Domain

It can be very tempting to go with a free web hosting service that takes care of all the details, without your having to own your own domain name. That’s a route that many individuals, bloggers, and even small businesses take. It can be a false economy, however, especially if you’re trying to build a brand.
Let’s start from the assumption that you either have or are planning to launch a small business. It almost doesn’t matter what kind of business. You see the Internet as a way for you to reach customers, and you want to project an air of professionalism. Even if you’re aiming for a “down-home” friendly feeling to your business, you want your potential customers to trust that you’ll handle their orders promptly and properly, fix any problems, and – above all – that you’re not going to pack up and vanish overnight. If you’re using a free web host, your site will probably have a domain name like http://www.freewebhost.com/youronlinestore. How professional is that?
Let me answer that in two words: not very. Your customers would much rather shop at a place like http://www.youronlinestore.com/, which gives a greater sense of permanence. It gives you a brand you can build on. With the other URL, people can tell at a glance that you’re using a free web host, and what kind of message does that convey? It says that you’re not willing to invest money in your own business (and with how little it costs to register a domain name, there really is no excuse for that). Would you buy from someone like that? If not, why would you expect prospective customers to buy from you?
If you’re using a free web host, as you would have to if you don’t have your own domain name, you can expect that host to place ads for its service on your site. It doesn’t matter what kind of site you have. To make matters worse, the free web host might even place Google Ads or other search-related ads on your site. Think about this: because you don’t own your own domain name, your free web host could even place ads for your competitors on your site – and make money from them! If that doesn’t seem likely, remember that Google Ads and similar services display ads that are related to the content on the web page, so it’s entirely possible that ads promoting your rivals could show up on your site.
The Internet is up 24/7. Site owners expect their websites to be up 24/7. And if they aren’t, they’ll call their web hosts to complain; that’s you, and you might find yourself working 24/7 just to keep up with your customers’ needs. But that’s just the most obvious manifestation of the problem with being your own boss. The work never stops.
It isn’t just customers either. If you’re a reseller web host, you’re dealing with the company from whom you’re buying your hosting space. If you aren’t, you’re buying your own equipment and dealing with suppliers, whose workers and products may or may not be reliable. You also have to spend time promoting your business, which involves a lot more than just slapping up a web site.
In fact, the number of skills you need to operate your own company is staggering. You are your own salesman, marketer, bookkeeper, trainer, IT person (particularly important when you’re a web host), website designer, purchaser, quality control person, customer support, and on and on. If you are missing any of these skills, you have to acquire them yourself by taking the time to read books, attend classes, or do whatever it takes. Your other option is to hire someone with these skills, either as a full-time employee or as a contractor.
If not having the right skill set is one reason that many web hosting businesses fail, another reason is time management. Let’s face it, you can’t be available to your customers every single moment; you have to sleep sometime. Don’t assume you won’t get a phone call at three in the morning from one of your customers with an issue. It’s not unusual to put 15 hours a day into your business, and it’s unlikely that you’ll be at the top of your form the entire time. If you’re not naturally well-organized, you can look at time management as another skill you must learn before starting your own business, whether it’s web hosting or another field.
Of course, this feeds right back into the point that there’s so much to do when you’re running your own business. You want to refine your business plan and grow your business, but when you’re caught up in daily activities it’s hard to see the forest for the trees. How can you work on maximizing your growth when five customers are screaming at you because they can’t get to their sites to update them, the new server hasn’t been set up yet, your customer support person is down with the flu, the firm handling your web connection has you on hold, some of your bills are overdue because some of your customers are late with their payments, and your pay-per-click advertising campaign just ran out of money for the month? Sure, that’s overly dramatic, but you probably get my point.
Any business is going to need some start-up capital. That comes out of your pocket and the pockets of those you can convince to invest. You need this before you open your doors (figuratively or literally) to your first customers. You might not need too much at first: a domain name, a website, the cost of a reseller package, and so forth. But costs will mount as you continue, especially as you make the effort to look polished and professional. You may well find that you have to go to a bank to secure a loan, possibly even take out a second mortgage on your house or run up painfully large credit card bills.
That’s just one part of the equation. How are you going to produce income for your business? Do you know how much you need to charge customers and what kind of web hosting packages you need to set up to turn a profit? If you’re offering free web hosting or low-cost web hosting in exchange for advertising, do you know how much money you need to make from advertisers? This is one part of the business you can’t afford to fill with pipe dreams. Do your research!
While we’re on the topic of money, are you certain that putting your money into your own business really is the best investment? In economic circles, this is referred to as “opportunity cost.” What didn’t you spend that money on so that you could spend it on starting a web hosting business? Would you get a better return by putting that money into a retirement account, with compounded interest? That’s just one possible alternative; think about the income you’d be giving up on the money you’re putting into this business.
And speaking of income, how long do you think you’ll be able to last without much of one? If you’ve spent most of your adult life getting a regular paycheck, starting your own business will be an eye-opening experience. You’re not getting that wonderful deposit every other week anymore, but your creditors will still want you to pay them just as regularly. If you can get your business started while you’re still employed, that will help, but the very nature of a web hosting business may cause it to intrude on the work time of your “day job.” It’s not a long term solution if you’re serious about making your business more than just a hobby. You may also find that you actually net less money as a business owner than you did as an employee.
Matt Inglot pointed out that “As human beings we tend to find change uncomfortable, but there isn’t much room to be in a placid comfortable nook when you’re an entrepreneur.” He went on to explain how entrepreneurs must always be willing to try new things. As a web host, you have a huge incentive: the competition. If you’re not prepared to adapt to a changing field, they certainly are. And there are plenty of web hosts out there, because many have been attracted to the industry by the same kinds of dreams that are getting you all fired up.
You have to come up with ways to make yourself different from the rest of the field, and stand out positively in the eyes of prospective customers. Indeed, you must continue to offer advantages over the competition after you win your customers over, because there is nothing to keep them from switching to another web host if they aren’t happy – and there are a ton of web hosts who would be happy to have that business.
And there’s no getting around the fact that starting and operating your own business is a lot more stressful than being an employee. Oh, it’s true that some personality types actually find it less stressful, but most people tense up when they constantly have to make decisions with too little information. When it comes to being an entrepreneur, taking risks is in the nature of the beast. Do you try to attract bloggers? How about pod casters? What about controversial websites (and how do you define “controversial”)? Will customers pay more for that new service you’re offering – and will it cover itself with the money you make from it?
There you have the major reasons that you shouldn’t go into the web hosting business. I hope that I’ve busted some of your illusions so you can examine the idea with clearer eyes now. And if I haven’t completely dissuaded you, at least now you know the pitfalls you’re likely to face along the way, and can prepare for them.

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