A domain is a lifeline to your business and a fundamental part of your online profile. Rushing in and picking any old domain won’t do your business any favours. Taking the time to ensure your domain name fits your business to a tee and engages with your audience is the key to choosing the perfect domain.
So, how does one choose the perfect domain I hear you ask? There are a lot of things to consider and chances are finding a domain that ticks all the boxes will be impossible, or at least very expensive. With this in mind, I suggest trying to find a domain name that ticks most of the boxes… That is, fits most of my recommendations below.
So let’s dive in. Below I’ve pulled together little nuggets of domain gold to create a dummies guide for choosing the best available domain name for your brand.
1. Choose .com or a country-specific domain
A top-level domain (TLD) is the last part of a domain — they are the letters directly after the dot in the Internet address. Most often, it’s best to go with the most recognised TLD in the world… “.com”. Even if you don’t use it, it’s handy to buy it to ensure a competitor doesn’t.
However, as the Internet is becoming bigger and bigger many people are finding the .com isn’t available for their desired domain name. If that’s the case for your business, there are plenty of other great options such as .net and .co that will shout your message loud and clear to your target audience online.
Location-specific TLDs are great for local business only targeting a specific country: i.e. .com.au, .net.au, .co.nz, .co.uk. These show that your business is local and can also assist with your Google rankings in those specific countries.
If your business is a bit edgy and you’d like something unique then you can consider some of the newer TLDs like .space, .design, .io, .life, etc.
You can view a full list of the TLDs available separated into categories here.
2. Make your domain short and sweet
Ain’t nobody got time for a super long domain!
Long domains are more difficult to spell and easily forgettable. Make your domain name short, sweet and memorable. Single-word domain names are gold, but they can be hard to find. If you see one suitable for your business snap it up quick-smart! Otherwise, aim to choose 2 or 3 words that best describe your business or brand message. Keeping your name short will help customers remember your domain name and smartphone users to search your name while they’re out and about.
3. Say no to (some) abbreviations in your domain
Anyone choosing to use abbreviations like 4U, 2U or gr8 in their domain name is setting themselves up for failure. These cutesy ways of abbreviating words don’t help potential customers remember your domain name and if they’re heard and not read the listener could be really confused about how to spell the domain. So do yourself a favour and avoid using abbreviations or unusual spellings of words that customers or potential leads could easily misspell.
4. Sound like a brand
Your goal is for potential customers to look at your domain name and understand what your business is offering or what your website will be about. Consider the domain name as a label for your brand and ensure you’re stepping out with a professional digital footprint. If your brand name is appropriate and available then go with that. If not, use another word combination that reflects and compliments your brand and offering.
5. Make it memorable
A good domain name has to be easy for a customer to recall. Domain names that are easy to remember are usually short, represent the brand, and avoid hyphens, numbers or words that are easily misspelled.
6. Avoid awkward domain strings
When you are choosing your domain name ensure the words look legible together and are not embarrassing to your business. The last thing you want is an embarrassing domain name like Pen Island: “www.penisland.net” (*giggles*) or Speed of Art – “www.speedofart.com”. Before you register your domain name make sure that you review your final selection and make sure it’s legible and not embarrassing!
7. Do you like saying it?
Your domain is something you’ll probably say out loud as much as your business name, so it’s important that you like it. Say it out loud 5 times. Do you like the sound of it? Is it easy for you to say? Does it sound punchy?
8. Ask your friends
The domain you’ve chosen might sound great to you, but hey… the guys at Pen Island probably thought the same thing. It’s better to be safe than sorry, so before buying your domain name I recommend running it past some friends or colleagues. Here are some questions to ask them:
- Say your chosen domain/s to them out loud and ask them to write it down. Can they spell it correctly and easily?
- Does the domain spell anything strange? i.e. speedofart.com
- Is it easy to remember?
The Wrap Up
These are the key things I consider when choosing a domain for myself or my clients:
1. Choose .com or a country-specific domain extension
2. Make your domain short and sweet and ensure it isn’t easily misspelled
3. Say no to cutesy abbreviations in your domain
4. Ensure it sounds like and represents your brand and isn’t misleading
5. Make it memorable
6. Avoid awkward domain strings
7. Do you like saying it?
8. How do your friends respond to it?