When starting or rebranding your business, your domain name is one of the most critical decisions you’ll make. It’s your online identity, the cornerstone of your digital presence, and the first impression many customers will have of your brand. A great domain name can inspire trust, improve discoverability, and make your business memorable.
Here are some best practices to ensure your domain name works for you and not against you.
Aim for a .com When Possible
While there are countless domain extensions available today—from .io to .biz to .coffee—the good old .com is still king. Here’s why:
- Trust and Credibility: People inherently trust .com domains more than other extensions.
- Memorability: When someone hears a domain, they’re more likely to assume it ends in .com.
- SEO Benefits: While Google treats all domain extensions equally, users tend to click on .com domains more, which can indirectly boost your SEO.
If your desired .com is taken, consider reaching out to the owner to negotiate or get creative with your domain name (more on this below).
Keep It Short and Simple
Your domain should be as concise as possible while still reflecting your brand. Why? Because shorter domains are:
- Easier to Remember: No one wants to type a long URL into their browser or recall a complicated name.
- Less Prone to Typos: A shorter domain means fewer chances for errors.
If your brand name is long, try abbreviations or a shorter variation. For example, if your business is “Smith & Sons Accounting Services,” you could use smithaccounting.com or smithandsons.com.
Choose Proper Spelling
Creativity in branding is great, but misspelled domain names can confuse your audience and lead to lost traffic. For example:
- Avoid: koolkatzdesignz.com
- Better: coolcatsdesigns.com
Misspellings and unnecessary characters might make it harder for customers to find you or even trust your business. Stick to standard spelling to ensure clarity and professionalism.
Match Your Email Domain
Your domain name and email address should align to reinforce your brand. For instance, if your domain is greatcoffee.com, your email should be something like hello@greatcoffee.com, not greatcoffee@gmail.com.
Using a custom email domain:
- Builds Trust: A branded email looks more professional and credible.
- Keeps Things Cohesive: Customers will immediately connect your email to your website.
Most domain registrars offer email hosting or integrate easily with services like Google Workspace or Microsoft 365.
Think Long-Term
Your domain name is a long-term investment, so choose wisely. Consider:
- Scalability: Will the name still work if your business expands its offerings? For example, using acmedesign.com is better than acmelogodesign.com if you plan to offer more than logos.
- Trademark Issues: Research to ensure your domain doesn’t infringe on existing trademarks. This can save you legal headaches down the road.
- Renewal Costs: Make sure the domain fits your budget long-term, as some domain extensions come with higher renewal fees.
Secure Variations of Your Domain
To protect your brand, it’s a good idea to register variations of your domain name, such as:
- Common misspellings
- Other extensions like .net, .org, or .co
- Country-specific domains if you operate internationally (e.g., .uk or .ca)
Redirect these variations to your primary website to capture all potential traffic.
Register Your Domain with a Trusted Registrar
Choose a reputable registrar like Squarespace or even Microsoft if you use Office365. Look for:
- Privacy Protection: Ensure WHOIS privacy is included or available to protect your personal information.
- Customer Support: Reliable support can save you a lot of trouble if issues arise.
- Easy DNS Management: If you need to connect your domain to a hosting provider or other services, intuitive DNS tools are a must.
DO NOT purchase your domain through a 3rd party and be sure that you always have admin access. Some website hosting companies and even local designers can make getting access to your domain name a pain, especially if you’re no longer doing business with them.
Your domain name is more than just a web address—it’s a powerful branding tool that can set the tone for your business online. By following these best practices, you can choose a domain that’s professional, memorable, and scalable for years to come.
Ready to secure your domain? Start brainstorming, keep it short and simple, and don’t forget to grab that .com! Your perfect domain name is out there waiting for you.
What’s your biggest challenge when choosing a domain name? Share your thoughts in the comments below!