So I'm using the default PayPal payment page, and everything works well, except that at the top of the page, the email address that the payment is being sent to is shown. I want my business name there, not the email address. How do I change that? By the way, I'm using a Buy it Now button, not a shopping cart, and I have button encryption turned off so that I can edit the button values.
You need to be using a business account, and not personal or premier. Make sure that the correct business name is listed under: Profile -> Account Information -> Business Information
Of course if you signed up for a Business Paypal account, make sure that you actually have a registered business as there are people here who signed up for one without a registered business and ended up with problems.
That's what I was afraid of. It's a startup project that may or may not pan out, so I haven't registered it (and don't intend to unless it takes off) as a business.
Showing your email address is not a bad option because they can associate that to you and a point of contact if they require assistance. Of course with that said, Paypal allows you to add up to 8 email address to your account so you could add an official email address for that particular site in there and associate it with the Buy Now button.