By using your company name or a name that is closely associated with your product or service, prospects and customers will be able to find you easily. Many firms option for multiple domain names. Even if you are not quite ready to have a web presence, get your domain name now. The selection of names available is becoming smaller all of the time. This can be accomplished in many ways.
Some clients use contests or give-aways.
This also requires continuous monitoring and maintenance. There is nothing worse than a site with outdated information. Unless you have a full complement of expertise in-house, including Internet marketing, web design, web site promotion and such, choose a professional firm that you are comfortable with. Look for a partner that offers pre and post web site expertise. If possible, use a single source.