How to Choose the Perfect Domain Name for Your Brand: Your Guide to Getting the URL You Want
How to Create the Perfect URL for Your Website
When building your brand, your domain name is more than just a web address—it's the foundation of your online identity. In fact, 97% of consumers judge a business's credibility based on its website's overall design and domain name. (Source: Clutch, 2023)
Did you know that nearly 35,000 domain names are registered every day? (Source: HostingAdvice.com) With so much activity happening in the domain marketplace, choosing the right domain name has never been more important.
What are the Characteristics of a Good Domain?
Your website domain name is akin to your office address–you want to make it easy to find so that your customers don’t get lost, confused, or turned around when trying to find your place of business. Before we start a web design project, we often find that our clients might not have a domain registered and they need help figuring out how to choose the best domain name for their brand. We collected all of our facts and tips to help you pick the perfect domain name for your brand’s success.
Fun fact: The first domain ever registered, Symbolics.com, was almost 40 years ago on March 15, 1985. This domain was registered by Symbolics, Inc., a computer manufacturer based in Massachusetts, USA. (Source: DomainMarkia.com) That’s a lot of history for a simple web address!
How to Secure the Domain You Want
Clients ask us often, “how can I make sure someone doesn’t steal my URL idea?” If you don’t have a domain yet, don’t just Google your ideas! Googling your domain name can put you at risk for domain front running—a tactic where someone snatches up your domain idea as soon as they see it and then tries to sell it to you for a high price. Instead, use a secure, reputable platform to search for and purchase your domain. Squarespace’s domain search tool is a great, safe place to start. It’s secure and easy to use, helping you avoid the pitfalls of domain front running.
Our Top Tips for Getting the Domain You Want
Align with Your Brand Name and Identity: Choose a domain name that reflects your brand's values, mission, and essence. Make sure it's easy to spell, pronounce, and remember, just like when developing your brand name.
Research Trademark Availability: Before finalizing a domain name, ensure that it's not infringing on any existing trademarks. Check the availability by visiting blog posts on protecting your brand with a trademark.
Consider Creative Domain Extensions: Thinking beyond .com? Explore unique domain extensions to elevate your online presence. Find inspiration in The Ultimate List of 100 Creative Ideas for Domain Extensions.
Test for Memorability: Run your potential domain name by friends, family, or colleagues to gauge its memorability and impact. Opt for simplicity over complexity.
Keep it Short and Simple: Do shorter domain names rank better? With so many options out there, it’s tempting to try something flashy, long, or complex, but research shows that simplicity can be your best friend.Think about your favorite websites—many of them probably have short, punchy names. There’s a reason for that: shorter domains are simply easier to remember. When a potential customer can easily recall and type your domain without error, it’s more likely they’ll actually visit your site. According to DomainWheel, concise domain names are more memorable and often have better brand recall. So, if your domain is snappy and easy to spell, it’s much more likely to stick in the minds of those who come across it.
Add the right keywords for SEO:Including relevant keywords in your domain name can boost your website's search engine ranking and visibility. Search engines tend to prioritize domains that include keywords relevant to your business. With 68% of online experiences beginning with a search engine, choosing an SEO-friendly domain name is essential for improving your visibility. Consider what people might type into a search engine to find a business like yours. That’s where keywords come into play. Including one or two relevant keywords in your domain can give your brand a significant boost in search engine rankings. When your domain name directly reflects what your business does, search engines pick up on this and may rank you higher for relevant queries. Given that 68% of online experiences start with a search engine, an SEO-friendly domain name helps new customers find you more easily and drives organic traffic to your site.
Is .Com Better than .Net?: We get this question a lot. How do you choose a trusted TLD (top level domain) when .coms are most often taken? Most internet users recognize certain top-level domains (TLDs) like .com, .net, and .org and feel more comfortable clicking on them. These TLDs lend your domain credibility simply because they’re the most familiar. Choosing a widely trusted TLD tells visitors, “This is a reputable site,” and helps build confidence from the first click.
Make It Memorable with Real-World Testing: Your domain name should resonate with your ideal customer audience. Test it out with your target customers, but if you don’t have a little focus group together, ping friends, family, or colleagues, asking for feedback on its clarity, pronunciation, and memorability. The easier it is for someone to remember your domain after one mention, the better it’ll stick with customers who stumble upon it and they’re more likely to recommend it to others.
Avoid Using Numbers and Hyphens: While numbers and hyphens can sometimes work, they often make your domain harder to remember, type, and pronounce. It’s best to avoid them unless they’re integral to your brand, like “Forever21”. Clear, uncomplicated domains are easier for your audience to remember and trust.
Double-Check Domain Availability (Safely): Once you have a shortlist, verify your options without accidentally making them public to competitors. Use a safe domain search tool like Squarespace’s domain name search tool or Namecheap search tool to avoid issues like domain front running, where your idea could be taken and resold at a premium.
Create a “Plan B” with Variations: Sometimes, even with careful planning, your first choice domain is already taken. Having a few backup options—like slight variations in wording, TLD alternatives, or added location-specific keywords—can help you stay flexible and find a great alternative.
Think Long-Term: Changing domains can be complicated and disruptive to your online presence, so it’s worth considering how your business might grow and whether the domain will still be a fit in the years to come. Aim to choose a name that can grow with you and your brand vision.
Secure Adjacent Domains: To prevent competitors from registering similar versions of your domain (like .net, .co, or .info), consider purchasing multiple TLDs and domain extensions for the same name if they’re available. This helps secure your brand’s online identity and redirects any traffic that might go to those versions back to your main site.
How to Get the Domain You Want
Don’t have a domain yet? Do not, I repeat, do not. Google your domain ideas. If you type your domain ideas into a search bar, you run the very strong risk of being a victim to what’s called domain front running—when someone else steals your idea and then tries to sell it back to you for a high price. We advise using a safe and secure domain search database like Squarespace’s domain name search tool because it is safe, secure, and convenient.
By incorporating these strategies and insights into your domain name selection process, you can enhance your brand's visibility, credibility, and connection with your target audience. Remember, your domain name is often the first impression customers have of your brand online. Make it count!
Need Help Getting Started?
Ready to discover your perfect domain? We’re here to help—reach out to set up a conversation about your website domain.
