How we chose our business name [2/7]

Welcome to the series about how we are launching our business in 7 days. You can sign up to get 1 email a day for the next 6 days by entering your details below.


Dan lives on the sunny Gold Coast and I live in San Francisco. This works for and against us.

The downside? We’ve never met each other face to face. We’ve had thousands of Google chats, a bunch of Skype calls and even sent a few cranky emails. Getting to know each other’s working style, as well as individual strengths and weaknesses takes time and effort. We’ve got a good balance – Dan does all the work and I take all the credit. Case in point:

dan norris blog

The upside? When you put two motivated guys together, you get shit done. We try to focus on what matters and avoid common issues that can become barriers for other business owners.

One of the issues we’ve seen when people start up is choosing a business name. In fact, we’ve seen people not even get started because they spend so much time procrastinating on what to name their business.

We don’t have time to waste, so here’s how we do it.

6 steps to choose your business name

[Disclaimer: Co-founder Dan likes names that are short and simple… think Google, Apple and Coke. I like names that say what the product does. So you can use the steps below if you’re stuck.]

Here are 6 steps you can use to determine whether your business name idea is a good one.

  1. Have you got a name in mind? If you don’t, no need to stress. There are a ton of business name finders available online, you can try PanabeeNameFind or Wordoid to get started.
  2. Is the name available? Dan originally named our WordPress support service WP Live Ninja, which I thought was an awesome name. Then I read an article in Inc magazine which mentioned ‘Live Ninja‘ and I nearly spat out my coffee. Dan didn’t know about this service, they had the name first so we changed it the next day.
  3. Does the name tell you what the business does? If it doesn’t, can you draw an association between the business name and the benefit of the service? For example, WP Curve speaks to the learning curve that keeps business owners from being able to use the full power of WordPress.
  4. Can people understand it? If you’re at a noisy event or at having a few beers at the pub, will someone be able to clearly understand the name the first time you mention it? This is very important!
  5. Is it memorable? When you meet an influential person, introduce yourself and start rambling about how amazing your business is; will they actually remember it?
  6. Do you like it? You’re going to be saying the name every day, so if you name your business Supercalifragilisticexpialidocious Enterprises, you’re going to get sick of it, real quick!

When you can confidently answer yes to these 6 questions, then you have got yourself a business name.

How we chose our business name

We’ve both named a few businesses in the past and we loosely follow our own advice. Here’s the play by play of how we landed on ConvertPress.

Dan gets fired up about Conversion Builder.


I jump on NameCheap and put my hat in the ring.


Dan indicates some interest…


I push my agenda…


Dan pulls the trigger.


And look at that, we found a name that is short and simple and it says what it does! We are both happy.

Finding a name for your business is simple! Don’t sweat it. Remember, choose wisely but also choose quickly.

How did you come up with your business name? Tell us in the comments!

Until tomorrow, Dan & Alex 😀

If you want to see whether this launch is a massive success or a miserable failure, please subscribe below and we’ll send you an update each day for the next 7 days.



Hi, I'm Alex McClafferty. I'm the co-founder of WP Curve.

28 responses to “How we chose our business name [2/7]”

  1. Smart Accountancy says:

    Most accountancy firms are called Surname & co we wanted to be smarter than that…….. We wanted smart accountancy services, purchased domain, shit company name to similar to others but wanted to keep SAS so went with smart accountancy systems which now fits the business better as we are big cloud advocates. Lots of people think we sell software systems but we are actually just accountants that love tech.

  2. lisaleague says:

    Love it!

  3. Dan Norris says:

    Thanks Lisa, Alex gets the credit for this one

  4. Dan Norris says:

    Alex would probably like this name better than me. I think 3 names is a bit long. I have a friend who has a similar business he called it interactive accounting which I think is pretty cool.

  5. I’ll add that one to the scoreboard. Alex 4 – Dan 590.

  6. Dan’s right – I love that name. Smart Accounting would be great too. My Australian accountant’s name is TEC Style Accounting, but she’s seriously the best accountant I’ve ever worked with.

  7. Rick Dass says:

    A great balance between literal and memorable. March ahead. You aware of Trent’s foray….. more competition

  8. Thanks Rick. Who is Trent?

  9. Rick Dass says: founder and now 50% partner of ConvertKit with Nathan Barry

  10. Ah of course. I think Trent’s angle is quite different to ours and it’s such a big market, there’s plenty of opportunity for everyone. I love what Trent and Nathan are doing, those guys are very smart.

  11. Rick Dass says:

    Indeed, they’ve seen lead pages raise funding, and realise the market is large enough to sustain multiple players. All the best.

  12. Dan Norris says:

    Yep the more people talking conversions the better. I’ve spoken with Trent as well as Clay from Lead Pages they both know what we are up to. Im confident what we are doing is sufficiently different to lead pages. Not exactly sure what Trent is planning but we will just focus on what we are doing.

  13. Thanks for the support Rick!

  14. Smart Accountancy says:

    Hey Alex let’s hope your US accountants not reading this!

  15. Rick Dass says:

    Yes, the market is validated, it’s about execution. He’s just published a podcast with a co-founder of kickofflabs that may be of interest.

  16. Dan Norris says:

    Thanks man I’ll check it out. His podcasts are great.

  17. Dan Norris says:

    Unbounce raised just under a mil 3 years ago. It’s not really a new idea. I think our approach will be sufficiently different than both of those. They both look like awesome tools. Everything Clay / Simon do is top shelf.

  18. Stacey Simpson says:

    Hi guys, well I didn’t really think to hard about my business name (probably should of), it is long but explains what I do and when I answer the phone customers know they are speaking with the owner!!

    Stacey Jane’s Nappy Cakes.

  19. Nice! Cant believe ConvertPress was available!

  20. Jane Copeland says:

    Loving ConvertPress! I went round and round in circles for months before I chose CopingwithJane, actually I didn’t choose it. The marketing manager of the company where I worked ended up choosing it.

  21. Our US accountant is on point as well. We call him Leon the Professional.

  22. Thanks for your comment Stacey. When I looked at your URL, I was wondering what Snappy Cakes were… oops. They are nice looking cakes!

  23. Hey Thomas – bonus, right? Thanks for your comment!

  24. Coping with Jane is a great business name, IMHO. It ticks all the boxes 🙂

  25. Casey Stevens says:

    ConvertPress sounds like a winner. I chose my name of DFY Lead Capture as it (hopefully!) says what it does on the tin.

  26. Mish & Rob says:

    Fantastic post, and great business name!

    As for our business… we do brand consulting, and our company is called Mortified Cow. It DEFINITELY breaks Step #3! We can’t remember the exact process of coming up with it, but we knew we wanted a name that would “push the wrong people away” (i.e. boring people who love using corporate jargon and hate having fun).

    It works: the clients we get are awesome and up for doing things a bit differently.

    We’re actually surprised by how memorable people find it too.


  27. Kathy & Graham says:

    We call our business QPS Importers, but the official name is Quality Price Service Importers. The first three words are there to remind us that we bring quality products to Australia at the right price with outstanding service for our customers. Importers is there to let our customers know that we’re not retailers. Our other business name, The Balcony Shop, had our customers thinking that we were a retail store rather than an outdoor furniture importer.

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