Few things are more important to a company’s online success than a good domain name. Otherwise known as a web address, a company’s domain name is the Internet equivalent of its phone number. It is how prospects and customers find, learn about and interact with businesses on the web. But unlike phone numbers (which follow a standard 7-digit format), domain names are far less standardized. A company web address can be catchy, descriptive and memorable, or clumsy, vague and forgettable — based solely on how you select it.