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If you are running a web site that will be doing business with the public, it is important to have your own dedicated IP address. In fact, if you are purchasing your own SSL certificate, it will be absolutely required that you have a dedicated IP address in order to install the certificate. Most web hosting companies will make this option available as an add-on, but the best ones will offer this as part of their standard features for business hosting. If your current hosting company doesn't offer dedicated IP addresses, it may actually be cheaper to find a new company that will. Some hosting companies will charge as much as $50 a year for a dedicated IP address, which can really add up over time.