Create a domain name for your site which describes as closely as possible, the product or service you're selling.
Assuming for the moment that you make and/or sell designer costume jewellery and that your trading name is David Samuel Jones Jewellery (1945) Ltd.
When a prospective customer (as distinct to an actual customer) is looking for a service or a product, using a search engine such as Google, they’re not looking for your trading name, but the specific service or product you provide – in this example it's ‘designer costume jewellery’.
Think about it. Your web site visitor is not yet a customer, they're merely a prospect. They've never done business with you before, and could be living hundreds - if not thousands of miles away from you and have no idea that you exist.
But what your prospect does know, is that he or she wants to find a business - any business - that's selling what they're searching for - i.e., designer costume jewellery.
So when it comes to domain names put your ego to one side and don't even consider having David Samuel Jones Jewellery (1945) Ltd as your domain name.
Do the right thing - register your domain name as www.designer-costume-jewellery.co.uk, to make it as easy as possible for prospective buyers to find you in the search engine listings.
By the way, although my trading name is Mister Write Ltd, you found me because this web site’s domain name is www.starting-an-Internet-business.co.uk.
If you would you like to know more about how important it is to select the right domain name, please go here...