Okay, tell your IT person to do this TODAY. Go snap up a .co web address for your business. Top level domain names ending in .co are available on a first-come, first-serve basis starting at 2 p.m. EST/11 a.m. PST for the first time to the general public.  (Early adopters like Twitter, for example, bought t.co some time ago).

Here are six reasons to do it today:

1. It ends in "co", as in "company". How appropriate for a business's web address!

2. Your business probably already has a web site, and therefore a web address. But I recommend you register the .co version of your business's name, as well, before someone else does and then tries to sell it back to you at a premium.

3. You don't want a competitor to build a site at yourbusinessname.co hoping to mislead customers when they accidently stumble on their site while looking for you.

4. It's relatively cheap: about $30 a year. All the big domain registrars like GoDaddy and Network Solutions will be good to go at launch time today.

5. Your company web site should always have multiple addresses. The more addresses, the more paths directing traffic to your site from search engines, etc. Would you build a shopping mall with only one entrance? Notice how some mall entrances are optimized to direct foot traffic to key places of the business (a food court entrance, an entrance by the movie theater, one that drops you right into the middle of the whole thing, etc. ). Multiple web addresses can serve you in a similar way.

6. If you do business abroad, many domain names serving other countries already have a .co in their web address (Great Britain has domain names typically ending in .co.uk, New Zealand has .co.nz, India has .co.in, etc.). Site visitors in those markets type .co all the time without thinking about it.

Run, don't walk, on this one.

P.S. Run, don't walk, to follow me on Twitter, as well, @oricchio