Key takeaways:
- Your domain name is a powerful brand asset. It’s a core element of your brand identity that influences customer perception, SEO, and long-term growth.
- Clarity and simplicity are important, but not at the expense of brand identity. While easy-to-spell and memorable names are good, prioritize a name that reflects your brand’s values. A slightly longer, more descriptive name might be preferable to a short, generic one if it better expresses your brand.
- Domain name strategy is linked to a broader business strategy. Consider your long-term business goals when choosing a domain. An overly niche or location-specific name can hinder future expansion.
Choosing the right domain name for your business is one of the most important steps in establishing your credibility and digital presence. It’s also an important element of your brand identity, SEO strategy, and customer trust. We’ll walk you through choosing and securing the perfect domain name for your business.
What is a business domain name?
A domain name is your online business’ web address on the internet; it’s how customers find your company among the many companies online. Unlike a personal domain name, your business domain name is the ‘digital address’ that stands for your brand. Instead of using a physical address, customers type your business domain name to find your website
Let’s break down the structure of the following example: www.YourBusinessName.com.
- www. This is the “World Wide Web” prefix, though typing it in is often no longer required.
- YourBusinessName. This is your unique identifier – ideally, your business name or a close variation.
- .com. This is the top-level domain (TLD) or domain name extension. Other common TLDs include .net, .org, .biz, and many more.
How to choose a domain name for your business
Most of the time, people prefer matching their business domain with their business’ name since it’s more recognizable for users and customers who already know your brand. But does your domain name really need to match your business name?
The answer is no. You’re not legally obligated to match them. There are plenty of reasons why a domain name doesn’t match a business’ name. Regardless it’s still important and choosing the perfect business site domain involves carefully considering several factors. Here’s a step-by-step guide to help you through the process.
1. Consider your brand and audience
Before exploring name ideas, consider your brand and specific audience since your domain will be an extension of your brand identity to potential customers.
Here are two questions you can ask yourself in the process.
- Who are your people? Identify your target audience and their details. Know their demographics, interests, and how they behave online.
- What values do you want to show? Do you want people to see you for your professionalism, innovation, creativity, or trustworthiness? Choose a value and incorporate it into your domain name.
2. Keep it simple
When brainstorming a business domain name, prioritize clarity and simplicity. An easy-to-understand and clear domain name makes it easier for site visitors to find, remember, and share your website.
- Easy to spell, pronounce, and type. Avoid names that are complex or prone to misspelling. Simplifying your domain name minimizes the risk of mistyping your address and ending up elsewhere.
- Avoid slang, weird spellings, hyphens, and numbers. While these might seem creative, they can confuse your domain name and make it harder to remember and share.
3. Check domain availability
After listing possible names, it’s time to check if they’re available.
- Use domain name search tools. Network Solutions offers a user-friendly tool to check the availability of your desired domain names.
- Grab multiple extensions if needed. Consider registering your name with other extensions (like .com, .net, and .org) to protect your brand and prevent others from using similar addresses.
- Secure matching social media handles if possible. Consistency is key. Register the same or similar names on major social media platforms to maintain brand uniformity.
If your ideal domain name is unavailable, here are a few things you can do.
- Make minor changes. Try slight variations of your name, such as adding a keyword or shortening it. If you’re having troubles, use an AI domain generator tool to help you brainstorm.
- Place a backorder. Some domain name providers let you “backorder” a domain name, meaning you’ll be notified and have a chance to register it if it becomes available.
- Make an offer. If you can contact the domain’s current owner, you can reach out and offer to buy the domain.
4. Check for legal and trademark issues
Before you lock in your domain name, you should check it for possible legal and trademark conflicts. Choosing a domain name that infringes on an existing trademark can lead to legal trouble, including being forced to give up your domain, paying hefty fines, and damaging your business reputation.
Here are three places where you can check for possible trademark issues:
- Trademark databases. Search trademark databases to see if your domain or a similar name is registered.
- United States Patent and Trademark Office (USPTO). If you’re operating in the United States, the USPTO database is the primary resource for searching registered trademarks. World Intellectual Property Organization (WIPO). For international trademark searches, WIPO provides a global database.
- Business name registries. In addition to trademarks, check your local and state business name registries to ensure your domain name doesn’t conflict with any registered business names in your area.
- Google. Perform a broad Google search for your potential domain name and variations. Searching Google can help you identify existing businesses or websites with similar names, even if they’re not officially trademarked. Pay close attention to the search results and see if there’s any potential for confusion.
How to register your business domain name
Registering a domain name is easy as 1, 2, 3. Here are steps how you can do it in Network Solutions:
- Choose a domain provider. A domain provider, or a domain registrar, is a business that sells and manages domain names for websites. Network Solutions is a good example, with more than 25 years of expertise and a reputation as the world’s first domain registrar.
- Search for your desired name. Start by going to Network Solutions’ Domain Name Search tool to check your business domain name’s availability.
- Select your domain name and extension. Choose your ideal domain name and preferred extension, then click Search. If your desired domain name is available, you can now review its pricing details and click Continue when you’re satisfied. If it’s not available, you can try Network Solutions’ AI Domain generator to create an alternative business domain name.
- Choose registration options. Next, pick a package for your domain name. If you already have a hosting provider, choose Domain Only. If not, pick Domain & Essential Hosting or Premium Hosting.
- Add other domain services (OPTIONAL). Consider options like Domain Privacy to protect your personal information, auto-renewals to prevent accidental expiration, and multi-year purchases for long-term savings. After considering whether to add other services or not, click Continue to Cart.
- Complete the purchase. Finalize your registration by clicking the Continue to Checkout button. Fill in your billing and contact details, then finish the process by submitting your payment.
Why choosing the right domain name matters
Your business domain name greatly impacts your business’s visibility, credibility, and growth. Here are reasons why it’s important to choose the right one:
- Your domain name, or web address, is an important business asset since it’s one of the first things people see and remember about your business. It also influences your online presence.
- A relevant domain name with appropriate keywords can influence how relevant your website looks to users, which can impact click-through rates. While search engines don’t directly rank websites based on the domain name itself, users are more likely to click on a domain that clearly relates to their search.
- A professional and memorable domain name builds credibility and brand identity, representing your business and core values to potential customers. A relevant domain name also helps strengthen brand recognition and makes it easier for customers to remember your website.
- Choosing a flexible domain name can accommodate future expansion and changes in your business. Avoid overly specific names that limit your options if you decide to broaden your offerings or target a new audience. A well-considered domain name provides a solid foundation for your online presence as your business evolves and grows.
- An easy-to-remember and type domain name makes it simple for customers to find and return to your website. A clear and concise domain name reduces the likelihood of typos and ensures that customers can easily access your site.
Tips to future-proof your domain name
To ensure your domain name remains effective as your business evolves, consider these tips:
- Avoid super-niche or local-only names (unless intentional). If you plan to expand beyond your current niche or location, choose a broader name that allows for growth.
- Register variations and common misspellings. Protect your brand by securing variations of your domain name, including common misspellings. This prevents competitors from capitalizing on potential customer errors, especially when your brand continues to grow.
- Think long-term about domain extensions. While .com is generally preferred, consider other extensions that might become more relevant in the future, such as .online, .store, or .tech, depending on your business. Secure these if they align with your budget and long-term strategy.
- Evaluate name length. While shorter is generally better, prioritize clarity and brand identity. If a slightly longer name accurately reflects your brand and is still reasonably memorable, it might be a better long-term choice than a short but generic name.
Mistakes to avoid when choosing your business domain
Choosing the wrong domain name can hinder your online success. Here are some common mistakes to avoid:
- Long or confusing names. Complex names are hard to remember and increase the risk of typos.
- Numbers and dashes. While sometimes necessary, they can make a domain name less clear and more difficult to communicate verbally.
- Choosing trendy or gimmicky words that age quickly. Go for timeless and relevant terms rather than fleeting trends.
- Choosing a domain that doesn’t match your actual brand. Consistency between your domain name and brand name is important for building trust and avoiding confusion.
Beyond business domain name registration
Your domain name is just one piece of the puzzle when it comes to establishing your online presence with a website. You’ll also need web hosting to let users access your website on the internet; hosting providers help you by storing your website’s files on their servers.
Another key component of building your digital presence is a website builder, which is a tool for creating a website without coding. Website builders often come with templates and drag-and-drop interfaces for an easier setup.
Finally, you’ll also need a SSL certificate for website security. An SSL certificate encrypts the connection between your website and visitors’ browsers, protecting sensitive data like personal information and credit card details.
Ready to start taking your business online?
Selecting the right domain name for your business is a big decision that can significantly impact your online success. Take the time to brainstorm, research, and choose a name that represents your brand and relates with your target audience.
If you’re ready to take your business online, Network Solutions can help you with powerful domain search tools and a wide variety of domain extensions for the ideal domain name. Beyond domain registration, we offer comprehensive solutions such as web hosting, site builders, online marketing and productivity tools.
Frequently asked questions
While it’s ideal for your domain name to match your business name closely, it’s not always mandatory. However, consistency helps with branding and customer recognition. If your business name is long or unavailable, consider a shorter, relevant variation for your domain.
The moment you have an idea for a business, you should already take the steps to registering a domain. If someone else has the same idea as you, they can register the domain name before you do. Then, if you still want it, you will probably have to ‘buy’ it from them, and domains on the domain aftermarket aren’t always cheap.
A good business site domain is typically short, memorable, easy to spell, and relevant to your brand. It should also avoid trends and potential legal issues.
Yes, you can use your own name, especially if you’re a personal brand or consultant. However, consider your long-term goals and whether you might want to sell the business.
The .com extension is generally the most popular and widely recognized, making it a safe choice. However, other extensions like .net or .org can also work well, depending on your business type.
Registering multiple domain names, including different extensions and common misspellings, is a good strategy to protect your brand and prevent cybersquatting.
You can change your domain name, but it involves some effort and potential disruptions to your website traffic and SEO. It’s best to choose carefully from the start.
