Guide
How to name your trade business (and check it's free)
Updated 2 October 2026 · 4 minute read
Your business name goes on the van, the invoices, your Google listing and your web address. Here's how to pick one that works, and the rules you have to follow.
What makes a good trade business name
- Say what you do. “Harper Plumbing & Heating” tells people the trade at a glance; a clever name might not.
- Think about your area, carefully. A town in the name can help locally, but may hold you back if you expand.
- Make it easy to say and spell, because people will search for it after a recommendation.
- Check the web address before you fall for a name. A matching .co.uk makes you easier to find and look more established.
The rules for sole traders
- Your name can't include “Ltd”, “limited”, “LLP” or “plc”, because you're not a company.
- It can't be offensive, or the same as or too like an existing trade mark.
- Some “sensitive” words, such as ones that suggest a connection with the government, need approval first.
The checks to make
- Search the Companies House register for companies with the same or a similar name.
- Search the trade mark register on GOV.UK.
- Search Google and Google Maps for the name in your area.
- Check the .co.uk web address and social media names are free.
What must go on your paperwork
If you trade under a name that isn't your own, the law says your own name and an address where documents can be served must appear on your business letters, orders, invoices, receipts and payment demands, and be displayed at your business premises. Getting this wrong is an offence, and can stop you enforcing a contract.
Then put the name to work
Use exactly the same name everywhere: your Google Business Profile, your website, your van and your invoices. Matching details make it easier for Google to know they're all you. For the rest of the setup, see our going self-employed checklist.
See what yours would look like
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Sources
- GOV.UK: choose your business name (sole traders)
- GOV.UK: sensitive words and expressions
- Companies Act 2006, Part 41, chapter 2 (business names, disclosure)
- Companies House: search the register
- GOV.UK: search for a trade mark
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