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A good trade business name should be easy to remember, easy to spell over the phone, and ideally include either your trade or your location (or both). Names that are too clever or abstract can work against you — customers need to find you on Google, and a name like "Smith's Plumbing Manchester" will rank for local searches far better than something generic.
Using your own name (e.g. "John Smith Plumbing") is a classic approach that builds personal trust — customers know exactly who they're dealing with. It works well for sole traders and small teams. The downside is that it can be harder to sell the business later, and customers may hesitate if you hire employees. A trade + location name avoids this while still being highly searchable.
Keep it short, simple, and matching your business name as closely as possible. Avoid hyphens — they look unprofessional and are easy to get wrong. If you're UK-based, prefer .co.uk over .com for better local trust. Check availability on a registrar like Namecheap or GoDaddy before committing to a name.