Choosing a domain name is a crucial first step in building your online brand, as it significantly impacts your internet presence. However, finding the perfect domain can be challenging.
While there are millions of domain names available, many common and memorable ones are already registered. Fortunately, you can still find a suitable domain name by following a simple process and employing a bit of creativity.
A creative and memorable domain name is always better than a generic one. Your domain name is how people find, remember, and share your business online. A domain name that aligns with your brand is far superior to one comprised of generic keywords.
For example, can you spot the difference between cheapcarinsurance.com and affordableautoinsurance.com? Which domain would you trust to buy insurance from? Probably neither. Both sound spammy and incredibly generic.
Conversely, you probably know where the domain names progressive.com or geico.com lead. These companies have invested in their brand and use that branding in their domain name. You can trust that these websites are legitimate.
Even if you haven’t built trust and loyalty yet, you can start by choosing a strong domain name that fits your brand.
When choosing the extension, or TLD, for your domain name, “.com” is still the best choice unless you have a reason to choose otherwise. While Google confirms that choosing a TLD doesn’t affect rankings, it does still affect consumer perception. Many people view other TLDs as less trustworthy.
However, .net or .org extensions aren’t uncommon, so they can be good second choices if you find the perfect name and your desired .com extension isn’t available.
But if you decide to go with a domain name extension other than “.com,” make sure you look into what kind of website is currently using the .com extension. Someone searching for your brand might accidentally end up there. If the website has questionable or offensive content, it’s best to avoid that name altogether.
Domain name length is also an important factor. Shorter is always better. Search engines, especially Google, prefer domain names that are easy to understand, straightforward, and true to their content. URLs filled with numbers and special characters can lower your search engine ranking. Your domain name should be as short as possible while still reflecting the concept of your website. Short domain names are easier to read, take up less space on marketing materials, and are easier for visitors to remember.
The downside to short domain names is that fewer are available. But if your brand name is completely unique or has another creative element, you might find one that works for you. So what’s an acceptable length? Try to stay within 6 to 14 characters, preferably on the shorter end.
No matter which domain name you choose, it must be memorable. It should be simple enough for anyone to spell and type. If your chosen domain name passes this first test, make sure it’s also easy to pronounce for word-of-mouth referrals. Write the domain name down and ask your friends to pronounce it. If no one struggles with it, you’ve made a good choice.
Think of some popular websites like Yahoo, Amazon, Reddit, and Twitter. They’re all short and easy to spell. If you make the wrong choice, chances are many of your visitors will end up on a competitor’s website.
Avoid using numbers and hyphens in your domain name. Spelling or pronouncing a domain name riddled with numbers and hyphens will be a nightmare. If you choose a domain name with these elements, you will likely lose traffic to people who either can’t remember your domain name or can’t explain to others how to find it.
Both large and small brands have run into issues with others using their protected names. Even if you’ve made an innocent mistake, the hassle involved with litigation and having to redesign your web presence can be costly. You can avoid these situations by using a trademark search tool before making your final selection.
Your domain name and website are long-term investments. As such, you should avoid choosing domain names that contain years or the latest trending keywords. Consider where your company or brand will be in five or ten years. If you offer basic SEO services now, you might expand your offerings as your company grows. Therefore, the words “Marketing” or “Digital Marketing” might be better descriptors than “SEO Services.”
If you’re out of ideas, you can use a domain name generator to find inspiration. Just enter a few words or phrases that describe your brand or website, and these tools will present you with a list of ideas that you can check for availability.
