How to choose a domain name: 8 tips for finding the perfect name

Choosing a domain name is one of the first decisions you’ll need to make when you start creating a website. So, how to choose a domain name?

First and foremost, you should remember that your domain name is your brand, your online identity. It can have a massive impact on your website or business’s success. A well-chosen domain name can attract visitors, enhance brand recognition and even contribute to your performance in search engines.

However, with so many sites already online, it can be difficult to find the right one. In this article, we’ll walk you through the factors you need to consider when you get started.

Tip 1: Reflect your brand

Our first tip when it comes to choosing a domain name is to think about your brand.

If you already run a business then you’ll want your domain name to be as close to that as possible. Using a different domain name could cause confusion among your existing customer base.

Of course, because a lot of brands already exist online, this might not be possible. If your brand name is already gone, then try to choose a domain that is as close to it as possible.

Whether you have a business already or not, you should make sure that the domain you choose aligns with your business or website theme too. This will make it easier for visitors to understand. Think about your audience, and make sure the brand you choose makes sense to them.

If you want to start an online business but you’re not sure what route to take, our online business ideas page might be a good place to start.

Tip 2: Keep it short and memorable

A short and memorable domain name can make it easier for customers to remember you. You should aim for a name that is concise, easy to type and that reflects your brand identity.

Avoid using hyphens and numbers as they can create a lot of confusion, and might make your domain more difficult to find. What’s more, they can often look messy when they are displayed in URLs.

Tip 3: Choose the right domain extension

A .com domain is the most common and popular domain extension to use, but there is a huge range of alternatives.

Which extension you choose will depend on what sort of website you are building. A commercial business will normally use .com where possible, but might also use something like .shop if your website is primarily an online shop.

A non-profit might choose .org to make its purpose clearer to users whereas a tech startup might prefer something like .io.

You can also choose a domain extension based on location. A UK business might choose .co.uk to make it clear to their users that they operate only in the UK. Likewise, a Canadian site might use .com.ca.

Tip 4: Consider keywords and search terms

While it is far from essential, including keywords in your domain name can help with search engine optimisation (SEO), potentially improving your site’s visibility in search results.

Obviously, the second benefit here is that thinking about keywords will make it clear immediately to your audience that you are relevant. A website selling pottery, for example, is likely to jump out of the search results if the word ‘pottery’ is in the domain name.

With all that said, you want to make sure that you’re approach to including keywords is balanced. Don’t overstuff the domain name in a way that isn’t natural to read and, if the keyword you choose goes against the other tips on this page, we’d recommend avoiding it.

Bonus tip: Get creative

Sometimes it can be to get creative. Not every brand is obvious, and a lot of the biggest brands out there don’t follow the rules we’ve included above.

So how do you come up with a great domain name without following the rules above? You use your imagination.

Think about organisations like Amazon and Nike. The brand name does not necessarily mean anything on its own, but over the years both companies have spent millions on building a clear brand identity.

Today, seeing either logo or brand name on a website will let you know exactly what you should expect to find.

Creating a brand like that takes time. If you love the domain name you’ve come up with but don’t know if it ticks some of the other boxes above, you should be prepared to spend time and resource on growing recognition so that, in the years to come, your domain is as well as known as the giants we’ve mentioned above.

Tip 5: Avoid legal issues

Before you finalise your domain name choice, make sure it isn’t risky for you. If it’s too close to an existing trademark or copyright then you might run into trouble with competitors.

You should perform a thorough search to make sure your domain is as unique as possible and free from any potential legal issues.

Tip 6: Make it readable and pronounceable

A domain name that is easy to read and pronounce will make it easier for people to share, either verbally or online. If you choose a more difficult domain name, you might miss out on potential visitors or customers in the future.

Tip 7: Consider social media

Having a website is one part of the online puzzle, but you might also want to think about other channels. When you start marketing your website, you’ll probably want to utilise social media and email channels too.

Before you set up your domain name, you should check if you can match it with social media platforms. This doesn’t have to be absolutely identical, but if you can’t choose a handle that matches closely then you might risk having a confused journey between your site and social media accounts.

It’s never too early to start thinking about marketing, and social media isn’t the only thing to consider. Take a look at the articles below to get advice on how to start advertising your new domain.

What is CRM? Definition, benefits & tips

What is email marketing in 2024? Definition, benefits & strategies

Social media marketing in 2024: What is it and how does it work?

What is search engine marketing (SEM)? Definition, types & tips

What is SEO? An introduction to search engine optimisation

How to market your website in 2024: Step-by-step guide

Tip 8: Avoid short-term trends

It can be tempting to make use of a current trend when you’re promoting your business, but bear in mind that trends don’t always last.

If you are running a business or launching one, then don’t rely on current trends to dictate what might happen in the future. The use of a specific slang term, for example, might make sense to your audience today, but may not work in the years to come.

As much as possible, your domain name should be timeless.

How to choose a domain name: Final thoughts

Choosing the right domain name requires consideration and research.

A well-chosen domain name can be a powerful branding tool for your website, helping with recognition and online visibility.

By keeping your brand’s domain short, relevant and easy to share, you’ll be on the right track to building a site that can stand the test of time.

Bryn Glover

Bryn is the founder and editor of WebsiteJumpStart. He has worked in the digital field for over a decade and was editor for Startups.co.uk - the UK's leading small business website - and for NerdWallet UK before launching WebsiteJumpStart to help people and businesses get online with ease.

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