This change to .au is the equivalent of Australia changing their dialling code from +61 to +6, leading to customers ringing other businesses which they thought were you! Registering your name or trade mark in this new extension will help you to protect your brand online, as owning both the com.au and .au domain extensions will form part of a defensive domain registration strategy. 

It will also avoid confusion with a third party should they register it before you, as there are instances where multiple businesses own the same domain, with different third-level domain extensions (you owning the com.au while a third party the net.au). This could lead to customer confusion and a very costly acquisition, if at all possible, should you ever wish to own the .au extension.

It provides the opportunity to register a shorter domain, meaning instead of Lexsynergy.com.au (third-level domain) you will be able to register just Lexsynergy.au (second-level domain). You will own a domain that is more memorable, sharper and less of a mouthful.

This shorter domain will display well on business cards, emails, billboards etc. and will help provide additional characters in those all-important social media posts.  

The allocation of .au domains will be dependant on pre-determined eligibility criteria, evaluating whether you have an existing AU domain, third parties have matching domains and the application creation date. Remember that you also need a local presence in order to be able to register a .au domain. 

If you have a presence in Australia, you need to register a .au domain to ensure that your brand is protected online, with it forming part of a defensive registration strategy. 

The launch process requires strategic planning to make sure you secure your .au domains at the first available opportunity, so reach out to us for assistance with developing a registration strategy.