Second-level (or lower-level, depending on the established parent hierarchy) domain names are often created based on the name of a company (e.g., bbc.co.uk), product or service (e.g. hotmail.com). Below these levels, the next domain name component has been used to designate a particular host server. Therefore, ftp.example.com might be an FTP server, www.example.com would be a World Wide Web server, and mail.example.com could be an email server, each intended to perform only the implied function. Modern technology allows multiple physical servers with either different (cf. load balancing) or even identical addresses (cf. anycast) to serve a single hostname or domain name, or multiple domain names to be served by a single computer. The latter is very popular in Web hosting service centers, where service providers host the websites of many organizations on just a few servers.
A great domain name is a concise, easy to type, and memorable URL that reflects your brand or your website’s subject matter. Avoid using hyphens, strings of numbers, or unnecessary words to make it easy for your visitors to remember and find your website. Remember: A great domain name is one that your visitors can type correctly on their first try.
Usually a single machine placed in a private residence can be used to host one or more web sites from a usually consumer-grade broadband connection. These can be purpose-built machines or more commonly old PCs. Some ISPs actively attempt to block home servers by disallowing incoming requests to TCP port 80 of the user's connection and by refusing to provide static IP addresses. A common way to attain a reliable DNS host name is by creating an account with a dynamic DNS service. A dynamic DNS service will automatically change the IP address that a URL points to when the IP address changes.