Naming your business can feel like a minor detail, but as many tradies have learned the hard way, a poor choice up front can lead to big problems down the road. In this solo episode, The Site Shed’s Matt Jones walks through the most common mistakes trade business owners make when choosing a name and how to skip the regret.
If you’re launching a new business, adding a division, or ready to rebrand, this episode will save you money, time, and hassle.
🛑 Why Naming Your Business Can Trip You Up
Tradies often grab the first name that sounds good or opt for something full of keywords in an attempt to rank on Google. But as Matt explains, trends have shifted. What worked in the days of the Yellow Pages or early SEO now gets penalized, looks dated, and leads to confusion down the line.
Some of the big mistakes:
Choosing a cliche name like “AAA Plumbing” or “Drain Doctor”
Tying your business name just to one location or service type (e.g. “Chatswood Plumbers”)
Using personal names that will be hard to sell or expand (e.g. “Olaf’s Plumbing”)
Failing to check if the domain and social handles are available
Not researching if similar names exist in your market, resulting in confusion or misdirected Google reviews
📋 A Better Way to Name Your Trade Business
Matt outlines a simple, step-by-step process to get your business name right from the start:
Check Domain Availability
Before falling in love with a name, make sure you can get the main domain extensions for your region (e.g. .com.au for Australia, .co.nz for NZ). Shorter is better!Check Social Handles
Look for the name (or something very similar) on Facebook, Instagram, etc. You might need to add a prefix like “AUS” to get something available.Search Business Registries
See what’s already registered with ASIC (or your local authority). Is your chosen name or something close already taken?Look Up Google Business Profile
Make sure there aren’t already competitors with nearly identical names. This avoids bad reviews landing on your page.Think Beyond Today
Don’t box yourself in with a name tied to one suburb or service. If you might expand into new trades or locations, use more general terms—think “ABC Group” or “Fixor Group” instead of “Westside Plumbing.”Avoid Tricky Spellings or Lengthy Names
Make it easy for customers to spell, say, and remember.Don’t Overthink “Keywords”
Domain names stuffed with keywords don’t help SEO anymore. Focus on a unique, memorable brand.
💡 Examples from the Episode
Matt shares stories of businesses tripped up by cliche names plus how smart choices like “Fixor Group” and “Renocircle” set owners up for easier expansion and marketing. Sometimes, the best name is a made-up word or something personally meaningful, as long as it’s available and simple.
He also cautions against picking a name you’ll grow out of: “If you ever wish to expand beyond where you currently are, or even beyond your trade, use a name that leaves the door open.”
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