Wisconsin LLC Name Search – How to Name Your LLC

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Forming an LLC requires a different business name, which must be unique and adheres to the guidelines. The great thing is Wisconsin’s Secretary of State page includes a name availability checker. Check out LLC Name Search to learn more.

Meanwhile, if you’re interested in learning more about starting a Wisconsin LLC or forming an LLC in general, you can check out How to Start an LLC.

How to Name an LLC in Wisconsin

Time needed: 5 minutes.

There are guidelines to follow in doing a Wisconsin LLC name search. To learn more, check out LLC Naming Guidelines or read Foreign LLC Application for Registration if you’re planning to register a foreign LLC.

  1. Check Name Availability

    Search the Business Entity Records in Wisconsin’s Official Secretary of State page to check if your chosen business name is available. You may also try typing your trademark, business, or domain name on any search engine to generate businesses with similar names and to ensure your trademark is unique and meets the state’s requirements.

    Check out How to File a DBA to learn more about registering a DBA or trademark. For social media pages, use Social Searcher to avoid using similar page names.

  2. Check Domain Availability

    If your business name is still available, you must register for a domain name using Namecheap, Google Workspace, or other domain name sites. So customers can easily find your business over the Internet. Use the Kinsta app to manage your domains efficiently.

  3. File Name Reservation

    A Name Reservation Certificate is required along with a Certificate of Formation. You can reserve a name online, by mail, or in person with a $15 filing fee (plus tax for online).

    File your Certificate of Formation online on the Secretary of State Online Services page of Wisconsin. You may also download the pdf file of the Name reservation form and submit it with the processing fee to the Wisconsin Department of Financial Institutions 4822 Madison Yards Way, North Tower Madison, WI 53705.

Guidelines to Follow in Naming LLC

  •  Use a business name with the abbreviation “LLC” or the phrase “Limited Liability Company.” 
  • Your decided business name must not coincide with any existing government entity. Otherwise, you might have to face legal lawsuits when filing your LLC.
  • Use the LLC name availability checker to ensure your business name is unique.
  • Get a license first if you plan on using restricted words to avoid any complications.

Note that you must put adequate effort into naming your LLC because this name will be with your business for a long time. Making your LLC name unique is vital as it would prevent people from confusing your business with others, not to mention it would be easier for them to recall your business, products, or services.

How to do a Wisconsin LLC Online Name Search 

As a part of your LLC registration process, it is important to have a suitable name for your LLC in accordance with the State naming guidelines. So, when you select a name for your LLC, you also need to run a quick search on the Wisconsin Business Entity Search page to check whether the name is unique and there is no other business running in the State with the same name.

1. Access the Business Entity Search Tool on the State Website

The Wisconsin Secretary of State website offers a Business Search Tool to assist you in finalizing a name for your business LLC. This tool is helpful in deciding the uniqueness and availability of the name by providing the corporate records of the competing businesses with the same name. Also, keep a list of backup names ready, so you can select a final name in a few attempts.

2. Enter the name

When you get to the search page, you can start the search by entering the proposed name in the blank space provided on the page. You will also see two types of searches that you can perform, i.e., Advanced search and name availability. After you enter the name in the search box, click on “Search Records.”

The search results will display a list of results that matches your proposed business name. You can click on the displayed results to know more about the competing businesses.

3. Search by Name Availability

You can also run the search by selecting the name availability filter. After selecting the name availability option, enter the proposed name into the blank space and click on the “Search Records” tab. 

The Search Results will display the list of results, if any, running with the same name in the State. Else, a dialogue box will appear stating that no records appear with the entered name.

4. Perform the Search

While conducting the search, you can exclude usage of identifiers such as “LLC” to access wider results from different forms of business structures running in a similar name. Conduct thorough research of the name by using the provided filters before filing it with the Authorities.

If you also wish to use a Trademark for the distinct identity of your business in the State, you can run a trademark search on the Trademark Database of the U.S. Patent and Trademark Office to see whether the chosen name is already in use by any other business entity.

If you also plan on conducting your business online through a website, you should also check if a domain name similar to your chosen business name is available or not.

How Do I Reserve an LLC Name in Wisconsin

To reserve an LLC name in Wisconsin you need to submit a name reservation request form to the Wisconsin Secretary of State by mail or online by paying a filing fee of $15.

When it comes to starting a business, choosing the right name for your company is a critical step in creating a brand identity. In Wisconsin, the process of reserving an LLC name is relatively straightforward and can be completed quickly and easily online.

Before filing for a business name reservation, it is important to research potential names and ensure that they are not already registered by another entity. The Wisconsin Department of Financial Institutions offers a free online search tool for individuals to search for existing business names.

Once you have determined that the name you would like to use for your LLC is available in Wisconsin, you can file a Name Reservation Application. The application can be submitted online through the Department of Financial Institutions website, or it can be printed and submitted via mail.

The Name Reservation Application requires basic company information, such as the LLC’s name, the name and address of the person submitting the application, and whether the company is domestic or foreign. Additionally, the application allows individuals to select a preferred reservation period, which can range from 30 days up to 120 days.

The cost for reserving a name in Wisconsin is just $15, which can be paid via credit card during the online application process or via a check submitted through the mail.

It is important to note that filing a Name Reservation Application does not officially register your business with the state of Wisconsin. Instead, it simply reserves the LLC name for a designated period, giving you time to complete the necessary steps to officially register your business.

Once the name is officially registered, individuals should ensure that they regularly update their LLC status with the state of Wisconsin. This can include renewing the name reservation every 120 days if additional time is needed prior to registering for a business.

In summary, the process of reserving an LLC name in Wisconsin is a simple and cost-effective step towards starting your own business. Ensuring that your desired business name is available in Wisconsin and filing a Name Reservation Application can give you peace of mind and allow you to move forward with the process of registering your LLC with confidence.


What is a Trade Name?

A trade name (doing business as (DBA) name) is the official name under which a proprietor or company chooses to do business.

Is having a domain name necessary?

Having a domain isn’t necessary, but it is recommended. If you have a domain name, customers will find you more accessible through online means with your online website.

What if my name is unavailable?

For domestic LLC, you can simply brainstorm for another name if the one you pick is no longer available. For foreign LLC, you must think up a “fictitious name,” which you’ll use only in the state.

In Conclusion

LLC names are important as it is the main identity of your business. While naming your LLC make sure to choose the one that suits the nature of your business. Follow the naming guidelines before you start filing your LLC name

About Author & Editorial Staff

Steve Goldstein, founder of LLCBuddy, is a specialist in corporate formations, dedicated to guiding entrepreneurs and small business owners through the LLC process. LLCBuddy provides a wealth of streamlined resources such as guides, articles, and FAQs, making LLC establishment seamless. The diligent editorial staff makes sure content is accurate, up-to-date information on topics like state-specific requirements, registered agents, and compliance. Steve's enthusiasm for entrepreneurship makes LLCBuddy an essential and trustworthy resource for launching and running an LLC.

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