Your domain name is your address on the internet. It is what people type to find you, what appears on your business cards and what sits after the @ in your email. Choosing it well takes a little thought, and changing it later can be painful. Here is how to get it right the first time.
What is a domain name?
A domain name is the text people type to reach your website, like yourbusiness.com. You rent it, usually by the year, from a company called a registrar. It costs about $10 to $20 per year for most common endings, though some endings cost more. You can find more terms in our glossary.
The qualities of a good domain name
Short
Short names are easier to type, remember and fit on a business card. Aim for under about 15 characters if you can.
Easy to say out loud
Imagine telling someone your address over the phone. If you have to spell it, it is too hard. Avoid unusual spelling, silly swaps like "4" for "for", and words that sound alike.
Easy to spell
If customers will often mistype it, they will often end up on someone else's site.
No hyphens or numbers
Hyphens and digits create confusion. People forget them, and they look less professional.
Related to your business
The name should hint at what you do or match your brand. A name that matches your brand is easier to remember and builds recognition over time.
Timeless
Avoid names tied to a single product, trend or place. If you add services later, the name should still fit.
Step by step: how to choose
- Write your brand name. If your business name is available as a domain, start there.
- Brainstorm 10 options. Mix your name, what you do and a short extra word like "studio", "shop" or "co".
- Say each one out loud. Cross out any that are hard to say or spell.
- Test with friends. Say it once and ask them to write it down. If they get it wrong, rethink.
- Check availability. Search each name on a registrar's website.
- Check social media. It helps if the same handle is free on the platforms you plan to use.
- Check for trademark problems. Make sure you are not too close to an established brand.
- Buy it. Good names go quickly.
Which ending should you pick?
The ending is called an extension, such as .com, .net or .org. Here is the simple guide.
- .com is the most recognized worldwide. If it is available, it is usually the best choice for a business that serves customers anywhere.
- Country endings (like .co.uk or .ca) work well if you serve one country, and they signal that clearly.
- Newer endings (like .studio, .shop or .agency) can work when the name you want is taken, but some people will still type .com by mistake.
- .org is traditionally for non-profits and community groups.
Whatever you choose, do not worry about a ranking boost from the ending itself. Nobody can guarantee a search position, and a clear, trusted name matters more than the extension.
Should you put keywords in your domain?
A little relevance can help people understand what you do. But do not stuff the name with search terms like "best-cheap-plumber-near-me". It looks spammy and is hard to remember. A brand name wins in the long run. If you want to understand how search works, read what SEO is.
Mistakes to avoid
- Choosing a name that is too clever. If nobody understands it, nobody finds it.
- Using a free subdomain. An address like yourbusiness.freebuilder.com looks temporary.
- Buying through someone else's account. Make sure you are the registered owner. Always.
- Letting it expire. Turn on auto-renew and keep your payment details current.
- Ignoring similar spellings. Consider buying a common misspelling and forwarding it to your main site.
- Forgetting email. You@yourbusiness.com looks far more professional than a free email address.
What if your first choice is taken?
It happens often. Do not buy a name that is one letter off from a popular site. Instead, add a short word that fits your work, such as your service or city-free descriptor like "studio", "works" or "hq". You can also try a different order of words. Then run it through the same tests: say it, spell it, and check it is free everywhere you need it.
Domain name and brand
Your domain should match your brand, not fight it. If you are still deciding on a business name, settle that first. A strong name, logo and colors make everything easier. We explain how in what makes a good logo and how to choose brand colors. If you need help from scratch, our logo design service includes a mini brand kit for $300 to $500.
Domain name checklist
- It is short and easy to say.
- It is easy to spell and has no hyphens or numbers.
- It matches or hints at my brand.
- The matching social handles are free.
- I have checked it is not too close to another brand.
- I am the registered owner.
- Auto-renew is switched on.
What happens next?
Once you own the domain, connect it to your website and set up your business email. You also want the address to match everywhere you appear online, including your Google Business Profile. For a view of the whole process, see what a small business website costs.
We can help you pick a name, register it in your own name, and connect it to a new site. Send us a message and we will reply within 6 hours, or view our packages to see what is included.