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Three of four Australian consumers will only purchase from a business online if they have a website and three of five Australian consumers choose .au websites when shopping online.
In today’s digitally connected world, an online presence is an essential part of doing business. A website is your virtual storefront and one of the most important tools in a small business' toolkit. It complements your brand’s other online activity like social media and digital marketing by providing a comprehensive and reliable location for business information and transactions.
What are the benefits of a .au website?
1. Consumers prefer businesses that have a website
Australian consumers prefer to purchase goods and services from businesses with a website. According to auDA research, three of four Australian consumers will only make an online purchase from a business if it has a website. That means businesses that only trade via social media or online marketplaces are missing out on potential sales.
2. Websites are a trusted and credible option
A well-presented website can help build trust and credibility for your business. Develop a professional website by including information about you and your business, where customers can go for help, product testimonials, business contact information and a statement on privacy.
Another way to gain trust is with a website or email ending in .au. auDA research shows that three quarters of Australians are more likely to trust an Australian business if its website ends in .au. Furthermore, two of three consumers shop on .au websites to be covered by Australian law and consumer protection.
3. .au websites provide a local advantage
Australians love supporting local businesses. In fact, three of five Australian consumers choose .au websites when shopping online to support local Australian businesses. If your target customers are local consumers, a website ending in .au is a simple, effective signal that your business is Australian.
4. Access a global audience with a website
Having a website opens the door to a global audience and improves your chances of being found online. By using Search Engine Optimisation (SEO) on your website, you can increase your chances of being found by customers searching for a product or service you offer. Getting SEO right will help drive more traffic to your site and increase your reach among potential customers.
Here in the .au, the domain name system processes over four billion queries daily. That’s four billion engagement opportunities for Australian businesses every day. These high volumes of traffic are not just from Australian internet users. .au is well recognised globally – in fact 70 per cent of these queries come from international countries. The country responsible for the highest volume of .au queries is the United States.
5. Reach more Australians with an accessible website
One fifth of Australians have a disability that may impact their ability to engage with online content. This is a large audience segment you have the opportunity to reach by setting up your website to ensure your content is accessible. Social media platforms contain some accessible features but there are often limitations.
6. Access data and analytics to optimise your business performance
Websites provide rich data and metrics that are valuable to understand your customers’ habits and pain points. Monitor how customers find your website, how long they spend browsing and whether they complete the purchase or abandon their cart. Accessing this information enables you to make data driven decisions to optimise their experience and grow your business.
My business isn’t set up yet. When is the right time for me to register a domain name?
Reserving your domain name should be one of the first steps you take when naming your business. This helps avoid going through the process of setting up your business only to find the domain name you want is taken. You can also use your domain name for an email address first and build your website later when you’re ready. You can check the availability of .au domain names via the auDA WHOIS service. Once you’re ready to register the .au domain name, you can do so through an auDA accredited registrar.
I’m considering a .au domain name for my website. Which .au namespace is best for Australian businesses?
.au is a popular choice for Australian businesses. More than 3.9 million .au domain names are used by Australian businesses and sole traders, and three of four Australian small businesses choose a .au domain name as their primary domain name. Australian businesses can register in the com.au and net.au namespaces. These namespaces are dedicated to commercial entities that are registered to do business in Australia.
Businesses can also register a domain name in Australia’s newest namespace, .au direct (e.g. getyour.au). .au direct provides an opportunity to register shorter, simpler domain names. More information can be found on the auDA website and in the .au Licensing Rules.
Is setting up a website expensive?
Building a website for your business does not have to break the bank. There are many user-friendly, affordable options on the market that are designed for small business owners and sole traders.
The wholesale registration fee set by auDA for .au domain name licences is less than $9 (AUD). Retail registration fees are set by registrars, who offer domains names and other services including hosting. Prices vary between registrars. Find a registrar that suits your needs.
I’m ready to set up my website, how do I get started?
There are a range of platforms that provide ready-made templates to assist you to build a website. Search for “website builder” online and do some shopping around. If you have specific requirements, or are looking to produce a more complex website, you can consider hiring a professional web developer.
You’ll also need to select a web hosting provider that will allow your website to be stored on a server and be accessible on the internet. A web hosting provider owns and manages these servers, providing the necessary infrastructure for your website to be available to visitors around the world. As noted, some .au accredited registrars provide hosting services and can provide you with hosting information where required.
For more information on .au domain names visit the auDA website. For help on setting up and managing a .au domain name read our domain name help fact sheets.
auDA market research conducted by Sagacity Research (March 2023)
Category: Fact sheets
