5 Tips for Choosing the Best Domain Name
Choosing a domain name is a key step in establishing your online presence and building your brand. It’s more than just an address; it’s a reflection of your identity. When selecting a domain name, there’s a lot to consider. How does the name sound? What emotions does it evoke? Should it include SEO keywords, or exactly match your brand name? To help you find a relevant, affordable domain name, check out these 12 tips.
- Keep your domain name short, branded, and memorable
If you have a brand name, the first step is to register the name as your domain. A branded domain name makes it easy for people to find you online and connect your business to your website.
Depending on the length and characters in your brand name, you may want to make a few changes when using it as a web address. Aim to:
- Keep your domain name under 15 characters
- Avoid words with complex spelling
- Avoid unconventional spelling (e.g., “U” instead of “you”)
- Avoid unintentional word merging (e.g., “Children’s wear” becomes “childrenswear”)
For example, the Los Angeles County Museum of Art’s online store uses the domain name thelacmastore.org. This name matches the museum’s brand whilst also being short and easy to remember. It also avoids an unfortunate juxtaposition of letters when the store’s full name is written without spaces: thelacountymuseumofartstore.org.
Some brands, like Biko, also get creative with their domain name by adding a contextual or qualifying phrase. The domain name ilovebiko.com puts shoppers in the right mindset once they land on the page, and is a clever way of including the brand in the domain when it’s not available for purchase alone. Above all, make your domain name simple and branded, so people can find you online.
- Avoid hyphens and numbers
People mistype all the time. Lower the chances of visitors incorrectly spelling your domain name by omitting hyphens and numbers.
Avoiding numbers and hyphens also makes your domain name mobile-friendly. When typing a URL on a phone, you have to switch between alphabet and numeric keyboards—which leaves more room for typos, misspellings, and frustrations.
In your domain name, try to avoid:
- Combining numbers and words: c00ld0main.com
- Hyphens: cool-domain.com
- Abbreviations: kldomain4u.com
- Doubled letters: coolesttopdomain.com
One exception to these guidelines is if your brand name includes a number. Clothing retailer 3sixteen, for example, uses the domain name 3sixteen.com. It’s consistent across its branding, social media handles, and merchandise. So in this case, the domain name is identifiable and branded, making it less likely shoppers will get confused by the number.
- Choose a .com domain name
When it comes to choosing your domain extension, there’s debate on which one gets you more traffic. The .com extension is the most established and most credible, with around 70% of websites using it. Many smartphones also have a “.com” key, which makes it easier for visitors to type your domain. That said, there are reasons to choose a different extension. For example, if you can purchase a .net extension for less than a hundred dollars while the .com version is selling for thousands, it may make sense to go with the former.
- Check for relevant top-level domains
After searching the most popular domain registrars, you may find that your desired name is unavailable with the .com extension. If that’s the case, don’t stress. There are many other extensions or top-level domains that can give helpful hints about your website’s contents:
- .“city”: A good option for brick-and-mortar businesses in a specific city, for example, .london or .boston.
- .co: A global alternative to .com for all languages and cultures.
- .org: If you have a nonprofit business, .org will help you stand out.
- .shop: This is a clear and concise top level domain for ecommerce websites.
- .store: A good option for small business owners and online retailers.
- .trade: A good choice for wholesalers or B2B ecommerce stores.
If you’re selling in countries outside the US, try to find available country code top level domains (TLDs). For example, Indian clothing store Suta uses the .in extension rather than .com. The domain name is still clean and memorable and can be found without thinking about it.
- Include SEO keywords in your domain name
In your domain name, try to feature the primary keyword that visitors type into search engines to find your website. A keyword in your domain signals to search engines what your website is about.
Including a keyword may not always make sense; you might need to get creative with your domain name to make it work. Start with a few broad keywords that represent your products, then add your company name. If you sell apparel, for example, the term “clothing” could work in your domain name. Try the formula [brand name] + [broad keyword] = [domain name]:
- Sunday + clothing = sundayclothing.com
- Diane’s + candles = dianescandles.com or candlesbydiane.com
- Cosmik + masks = cosmikmasks.com
Stick to one or two keywords. More can feel spammy and drive people away from your site.
A great example of this comes from Verve Coffee Roasters, a coffee brand from Santa Cruz, California. It chose the domain name vervecoffee.com, which covers both the brand and the broad keyword. It’s also easy for visitors to remember.