Choosing a domain name for your business is a big decision that can significantly impact your brand’s overall success. Your domain name is the digital address of your business or brand, and it plays a critical role in establishing your online identity, so it’s crucial to get it right.
There is also a right and wrong way to research a potential domain name for your brand. In this article, I share five tips for choosing a domain name that boosts your brand and how to research domain name options safely. These tips will help you stand out in a crowded online marketplace, establish your brand identity, and drive traffic to your website.
Disclaimer: I came up with all example domain names listed in this article on the fly. Any reference to domain names currently used by businesses or brands is purely coincidental and not intended as an endorsement or affiliation of any kind.
Tip #1: Include your brand
Whenever possible, include your business name or brand in your domain name. A brandable domain name is catchy, easy to remember, and stands out from the competition. In addition, your domain should be able to communicate your brand message and resonate with your target audience.
Here are some examples of branded domain names:
- SusiesSalsaDepot.com
- HealthyHabitsHQ.com
- FreshStartFarms.net
- PickleballPark.org
Tip #2: Say what you do
Your domain name should describe what you offer. Think about what you want to be known for as a business, such as selling a product or providing a service, and use that to create a domain name. You can also target a specific demographic or geographic location.
The following domain examples are straightforward and descriptive:
- FastestTowingInDC.com
- SmallBizAccounting.com
- SmallBizTechSolutions.net
- WiseWealthManagement.com
Tip #3: Use keywords for branding, not SEO
Keywords play a vital role in search engine optimization (SEO). However, including them in your domain name won’t necessarily help your website rank higher in search results – in fact, it could hurt your domain visibility if your domain contains only generic keywords.
We call these types of domains “exact match domains” or EMDs. They’re domain names that exactly match a keyword or phrase someone might use to search for a particular topic. In the past, EMDs were a shortcut to ranking well in search engines. However, search engines like Google have adjusted their algorithms to prevent low-quality EMDs from ranking well.
So, while having an EMD may provide some initial advantages in terms of visibility and brand recognition, it is generally not recommended to use them solely for the purpose of ranking well in search engines. Instead, focus on choosing a domain name that is easy to remember, relates to your brand, and is not overly generic.
Here are some EMD-style domains that are too generic and may hinder a brand’s search engine visibility:
- AffordableFitnessEquipment.com
- HealthEatingTips.org
- OnlineMarketingServices.net
- TravelDestinationDeals.com
A well-chosen domain name can still help your business to rank well in search results, but it should be supported by other factors such as quality content, relevant keywords, and a strong online presence.
So, instead of choosing a domain name comprised of industry keywords, ensure the keywords you use are part of your brand or relevant to your audience.
Here are some brandable domain name examples that contain keywords that are relevant to the brand or its audience:
- AmysArcChildcare.com
- BostonChocolateCreations.com
- GreenviewMobileDogGrooming.com
- VetInAVan.com
Tip #4: Keep it short and memorable
Plain and simple, short and memorable domain names are easier to remember and type. They’ll also stick in a visitor’s mind longer. When choosing a domain name, it’s best to use typical spelling, but if you want to be a little different, make sure it’s part of your overall brand. Finally, short and memorable domains are also more versatile, giving you more flexibility to create brand messaging.
Here are some examples of domain names that would be short and easy to remember.
- HappyPawsOnline.com
- CreativeJuiceCandles.com
- EpicAdventuresAwaits.com
- MindfulMomentsCoaching.com
Tip #5: Avoid numbers and hyphens
Using numbers and hyphens in your domain name can make it appear unprofessional and confusing to your audience. Furthermore, your audience may misinterpret or forget the numbers or hyphens, causing them to wind up on someone else’s website. Therefore, it’s preferable to avoid using numbers and hyphens altogether and instead select a straightforward and uncomplicated domain name.
Tip #6: Choose the Right Extension
In addition to choosing a domain name, selecting the right domain extension is equally important.
Here are some things to keep in mind:
- Consider the purpose of your website – Your domain extension should align with the purpose of your website. For instance, if you are running a non-profit organization, you may want to consider a .org extension, while a business may want to consider a .com extension.
- Make it easy to remember – Opt for a domain extension that is easy for your audience to remember. Check the domain extensions of your top competitors and consider using the same extension. Popular domain extensions like .com, .org, and .net are easily remembered and recognizable due to their widespread use.
- Localize your domain – If your business primarily serves customers in a specific region or country, consider a country-specific domain extension like .co .uk or .fr.
- Protect your brand – To protect your brand and online presence, consider registering your domain name with multiple extensions to prevent competitors from using similar domain names.
- Check for restrictions – Some domain extensions may have restrictions on who can register them. For instance, some country-specific domain extensions may only be available to residents or businesses located in that country.
Tip #7: Research and check availability the right way
Before you settle on a domain name, make sure it’s available and not trademarked. However, avoid using a standard search engine like Google or Bing to do your research, or you may risk a bot scooping up your unique domain name before you have a chance to register it as your own. Instead, use the secure research tools provided by domain registrars such as Namecheap, GoDaddy, or Domain.com to check the availability of domain names. You can also do a trademark search to ensure your chosen domain name doesn’t infringe on anyone’s trademark.
If you need a little creative inspiration, there are a couple tools that I like to use when coming up with potential domain names:
Use a word combiner
I find this option rather fun, especially if your brand or business name idea is already in use by another business and you need something truly unique. Think of a couple of words that express your brand, and then plug them into a word combiner, such as the one provided by Word Unscrambler, to mash them up to make a new word. Play with 2 to 4 words and see what the tool comes up with. Then check for domain availability using a domain registrar such as Namecheap, Wix or GoDaddy.
Use a domain name generator
Many domain registrars provide domain name generators that can help you find a domain name for your brand or business. The following two are more creative with the results and can offer some good ideas.
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- Wix – Wix offers a fun domain name generator tool that is free and safe to use. Just enter your brand or some keywords and let the tool provide some creative (and available) domain options. Then, once you’ve decided on your new domain name, you can register it through Wix or another domain registrar of your choice. Wix also provides a comprehensive eCommerce platform that can support all aspects of running a business from domain registration to online ordering and inventory management.
- Namecheap – Namecheap’s domain name generator can be used in a variety of ways, including generating ideas displayed as logos. However, the standard “Generator” allows you to enter keywords related to your business, including your brand or business name, and then outputs variations of those words as domain names. When using “Beast” mode, you can narrow the search by domain extension or give the tool more creative freedom with options such as pluralizing nouns, adding a prefix or suffix, and more. The generator will list various options based on your input, often including word mash-ups or synonyms you might not have thought of yet. Namecheap offers several web hosting solutions if you’re ready to start your new website immediately.
What is a domain registrar?
A domain registrar is a company or organization that is authorized to manage the registration of domain names. They provide a platform for individuals and businesses to purchase and manage their domain names, and they are responsible for submitting registration information to the central domain name registry. Domain registrars typically offer a range of domain name extensions and additional services such as domain privacy protection and website hosting.
Putting it all together
Your domain name doesn’t need to fit all of the criteria listed in the above tips to be a great domain name. Instead, decide what is most important to your brand and what will best relate to your target audience. If you follow the concepts provided above, you will be well on your way to choosing a domain name that helps you stand out from the competition and keeps your customer coming back repeatedly.
If you have any other tips you’d recommend when choosing a domain name for your business or brand, I’d love to hear them.
