A few thoughts with respect to the name for your web site.
When putting your site on your ads, such as phone book, newspaper, beware of the length of your site name. If the name is long then try to camel back it, e.g. FindTheBestLocal.com. This will make it easier for people to read and remember. If they type it in with those capitals, it generally will not make a difference and will still arrive at your site.
If you are choosing a domain name, try to make it similar to your business name and easy to remember . If your name is smith & sons, inc., then use smithandsons.com or smithandsonsincorporated.com. Avoid using smith-and-sons-inc.com or smithnsonsinc.com. Do not make it diffucult for your customers to remember. While a short name is best, use a long name make it makes more sense.
Many companies use an abbreviation or acronym for their name. You can use this for you web site, as long as your customers also know this abbreviation. If you are smith and sons construction, you could use sasconstruction.com. Howevery, you should only do this if that is what you call yourself on your usual correspondence and advertising. Do not make it hard for your customers to find you.
If you use two names very commonly, then buy two domains. You can just put one page up on the site for one name. Then have that site direct people to your primary site. Your cost for the secondary site should be nominal since it will just be one page. You mostly would be paying for the domain ($35 per year) and hosting ( $10 to $30 ) per month.
Try to avoid words that are easily mispelled. Is it merrimacconstruction.com or merrimackconstruction.com? Is it centerconstruction.com or centreconstruction.com? Theatre or theater? And so on. If your customer types the wrong one, they may go to some one else's site or they might assume you do not really have a web site.
Do not advertise your web site until it is actually published. Approximately 10% of the sites I find in the newspaper, etc. are nonexistent or under construction. This does not give a good impression to your customers.
If you have a .com site, then advertise your site as .com not .net or .org. This is a suprprisingly common error.
On your advertising, make your web site prominent. Your customers will be able to find much more about you on your web site than on a 4 square inch ad.
Some folks use their town as part of their domain name. This might not be a bad idea if your business is very local. For example, saugusroofer.com, beverlyplumber.com might help you attract local business.
You might want to avoid words that have double meanings. If someone is looking for your site on a search engine they may be exposed to some innappropriate sites at the same time.