.org

A .org belongs to organisations that do not primarily sell: a sports club, a charitable foundation, a professional body publishing guidelines, an open source project with its own governance. Visitors read the address as a sign that a board and a purpose sit behind it, rather than a sales model.

There are no registration conditions, so a company can take one too. That usually only makes sense for a separate non-commercial part, such as a certification scheme or an industry standard; for the commercial site itself it sets up the wrong expectation.