Small businesses are rushing their choice of web address - with 41 per cent investing under one hour of thought in the decision - according to Fasthosts Internet, one of the UK's largest web hosting providers.
The Gloucester firm's survey of 615 British businesses revealed that the average business spends between six and 12 hours choosing their main domain name.
Interestingly, some 61 per cent of business owners sought no second opinion before making a selection and over half (52 per cent) did not consider options such as .biz, .net or .eu at all.
Most recognised that their domain name could have a lasting effect on their business, with one third of businesses (34 per cent) believing that their revenue would improve as a direct result of having a better web address, and one in four businesses (25 per cent) admitting they had 'concerns' about the effectiveness of their web address.
Fasthosts' SME Domain Choices Study found that UK businesses most often choose their primary domain name in haste.
Some 41 per cent of businesses surveyed spent the same time selecting their domain as they did sourcing minor equipment such as their coffee maker or shredder (under one hour).
The average UK business admitted to spending between six to 12 hours on the decision, the same amount of time the average business spent selecting IT equipment such as PCs and printers.
More than 60 per cent of business owners did not seek a second opinion, and only ten per cent of businesses considered the long term effect of the web address wording on their business image.
Fasthosts says it is hardly surprising that many businesses believe that their choice of domain name could have been better.
One in four businesses (26 per cent) admitted to wanting improvements in either their domain name wording or suffix such as co.uk.
A significant one third (33 per cent) also believed that their sales revenue would improve as a direct result of a change in web address.
Alarmingly, some one in four these businesses also said they were unwilling to attempt a change in domain name because they believed it would involve a lot of work.
Fasthosts says its research suggests that the way many businesses choose their web addresses could be improved.
The survey found that most business owners were preoccupied with .co.uk or .com options, with over half (52 per cent) ruling out less obvious suffixes.
Fasthosts recommended that businesses spend at least a few days thinking about their domain name wording and weighing up the pros and cons of the various suffixes available to them.
Mark Jeffries, chief technology officer at Fasthosts, said: "Businesses should consider all available options before purchasing their primary domain name.
"It's often the case today that the best available domains belong to less obvious suffixes, and it is always advisable to seek external opinion on what a domain could suggest about your business".
However, while most UK small businesses now recognise the benefits of having a website, the research suggests few are optimising their web presence.
Some five per cent of business owners surveyed admit to having themselves forgotten their own domain name.
Mr Jeffries added: "A web address is often bought in haste at the start of a business project.
"Every UK business must recognise the lasting impact that a domain name can have on sales and image, and business owners shouldn't delay making necessary changes."
