Choosing a domain name is a critical step in establishing your online presence. It’s not just about spelling out your company name; it’s about creating a digital identity that resonates with your brand, is easy for customers to remember, and stands out in a crowded online space.
Here are eight tips to help you navigate the complexities of selecting the perfect domain name.
Tip #1: What to Avoid
Complicated and Long Names
Lengthy and complex domain names are hard to remember and prone to typos. Aim for simplicity and brevity.
Numbers, Hyphens, and Special Characters
Using numbers, hyphens, or special characters (!*$&, etc.) can confuse visitors. They might not know if they should use the numeral or spell it out, and hyphens are easily forgotten or misplaced. Special characters often have different functions and simply won’t be captured.
Trademark Issues
Ensure your chosen domain name doesn’t infringe on existing trademarks. Legal complications can be costly and time-consuming.
Overly Generic Names
While being straightforward is good, overly generic names can make your brand indistinguishable from competitors. Aim for something unique that still conveys your brand’s essence.
Immature Names
Unless it’s your truly your brand, try to keep things professional. You’ll mostly need to get it approved my your Compliance analyst anyway, so be sure to check with them before seriously considering anything on the fringe.
Tip #2: The Significance to Brand
Your domain name is often the first interaction a potential customer has with your brand. A well-chosen name can create a strong, positive first impression.
A domain name that aligns with your brand’s identity helps reinforce your brand message. It’s an opportunity to reflect your brand’s values, mission, and the services or products you offer.
A professional and appropriate domain name builds trust and credibility with your audience. It shows that you are established and serious about your online presence.
Tip #3: Keep It Short (11 Characters or Less)
Short domain names are easier to remember and less likely to be mistyped. They also fit better on marketing materials like business cards and social media profiles.
Shorter names are often catchier and more impactful, making them more effective for branding. They leave a lasting impression and are more likely to be shared by word-of-mouth.
Choose a name that is simple and straightforward. Complex or obscure names are harder for people to recall.
Ensure your domain name is easy to pronounce and spell. This reduces the risk of users mistyping it when they try to visit your site.
A memorable domain name stands out in a user’s mind. Think of names that are unique but still relevant to your brand.
Tip #4: The Top-Level Domain Kind of Matters (.com, .co, .org, .io, and more)
.com
The most popular and recognized top-level domain (TLD) is .com. It is associated with commercial businesses and is often the default choice for companies and personal brands.
It’s been said all the good .com domains have been taken, and if you’ve ever performed a domain search you may feel that way too. That’s okay. It’s normal. You just may have to get a little more creative if having the .com is an absolute must.
.co
Originally designated for Colombia, .co has become popular globally as an abbreviation for “company” or “corporation.” It’s a good alternative if .com is unavailable. The .co version usually has a lower initial cost and renewal fee than the same root with the .com ending.
.org
Short for “organization,” .org is typically used by non-profit organizations, some educational institutions, and communities. It conveys a sense of trust and authority. For a for-profit business to use a .org domain name might turn some heads the wrong way.
.io
Favored by tech companies and startups, .io is associated with innovation and the tech industry. It’s short and catchy. Though it’s gained more usage over the past decade, its less familiar to general audiences.
There are numerous other TLDs (like .net, .xyz, .biz, .info, .edu) that can be used creatively. However, they might not have the same recognition and trust as .com or .org.
Tip #5: What If Someone Owns the Domain You Want?
Always have backup options. Brainstorm a list of alternative names that still fit your brand, and consider variations in the name or different TLDs. Adding a small word or using a different TLD can open up new possibilities.
If your desired domain is taken, you might be able to purchase it from the current owner. Services like GoDaddy Auctions can facilitate this process. Be prepared to negotiate and possibly pay a premium price.
Tip #6: Where to Buy
Registrars like GoDaddy, Namecheap, and Bluehost offer a wide range of domain names at competitive prices. They often provide additional services like domain privacy and hosting.
Domain marketplaces like Sedo, Flippa, and Afternic allow you to buy domains from other owners. This is useful for finding premium or already established domains.
Domain auction sites let you bid on expired or soon-to-be-available domains. This can be a cost-effective way to acquire valuable domain names.
Similarly, you can list for sale any parked domains you may want to sell.
Tip #7: Hosting Your Domain
Many domain registrars also offer hosting services. Using the same provider for both can simplify management and support. GoDaddy and WP Engine are our favorites for the ease of use and thoroughly tested customer support staff.
Alternatively, you can purchase hosting from providers like SiteGround, HostGator, or A2 Hosting. Ensure they offer good performance, security, and customer support.
Once you have your domain and hosting, you’ll need to link them. This typically involves updating your domain’s DNS settings to point to your hosting provider. Most hosting providers offer detailed guides or customer support to help with this process.
Tip #8: Securing Your Domain (HTTPS/SSL)
Browser have cracked down on unsecured domains to the point where they simply refuse to connect, especially with iOS (Apple) devices, which represents a large portion of the high-income/high-net-worth population.
Some hosting services, like WP Engine or Wix, will give you a free SSL just for being a customer, whereas al a carte services like GoDaddy often charge you additional.
Prices can vary, and paying a $100-$200+ isn’t abnormal. There are ways to get SSL certificates for free, but they can be quite complicated to install as you have to change the code.
Conclusion
Choosing the right domain name involves more than just spelling out your company name. It requires careful consideration of branding, memorability, and practicality. Avoid complicated names, ensure it reflects your brand identity, keep it short and easy to remember, and understand the implications of different TLDs.
Have backup options ready, consider different combinations or endings, and be prepared to negotiate if your desired name is taken. Buy from reputable registrars or marketplaces, and choose reliable hosting to ensure your website performs well.
Using these tips as guidelines, you can select a domain name that not only supports but enhances your brand’s online presence.
