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.

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