Choosing a domain name is one of the first decisions you’ll make when building your business online. The right domain should be easy to remember, simple to spell, connected to your business name, and flexible enough to grow with your business.
Unfortunately, many of the best domain names have already been registered. That can make choosing a domain frustrating, but it doesn’t mean you need to settle for something complicated.
After more than 25 years of working with businesses, branding, and websites, I’ve seen plenty of great domain names and plenty that created unnecessary problems. Here are my recommendations for choosing a domain name that will serve your business well.
Start With Your Business Name
Whenever possible, your domain name should match your business name.
For example, if your business is Smith & Sons Landscaping, I would first look for:
smithandsonslandscaping.com
You may be tempted to shorten it to something like smithlandscaping.com, but if that domain is already taken, you may end up with a domain that doesn’t really match your brand.
Your business name might make your domain a little longer, and that’s okay.
Your domain doesn’t have to be short. It needs to be recognizable.
Keep Your Domain Simple
In the past, the advice was always to make your domain as short as possible. That’s still helpful, but it isn’t the only consideration.
People don’t necessarily type your website address into their browser anymore. They find businesses through Google, social media, email, text messages, advertisements, and links.
That means a slightly longer domain isn’t necessarily a problem if it clearly represents your business.
Simple and recognizable is better than short and confusing.
Should You Put Keywords in Your Domain?
Keywords can be helpful, but don’t force them.
For example, if your business name is Smith & Sons Landscaping, having the word “landscaping” in the domain naturally communicates what you do.
But I wouldn’t choose a domain like best-landscaping-contractor-madison-wi.com simply because you think having more keywords will automatically help you rank higher in Google.
That’s an outdated approach to SEO.
Your domain name is primarily part of your brand. Your website content, technical SEO, local SEO, links, user experience, and many other factors play a much bigger role in search visibility.
Think of keywords in your domain as a bonus, not the reason you choose the domain.
Get the .com If You Can
Whenever possible, I recommend getting the .com version of your domain.
It’s the extension most people are familiar with, and it’s still what many people automatically expect when they think about a business website.
If the .com isn’t available, you may have other options. But be careful.
If you own yourbusiness.net and someone else owns yourbusiness.com, customers may accidentally type in the .com and end up somewhere else.
That could be another business, a competitor, or simply a completely unrelated website.
If you have the choice, I’d go with the .com.
Avoid Unnecessary Hyphens and Numbers
I generally recommend avoiding hyphens in domain names.
Here’s why: people don’t naturally remember to type them.
If you tell someone your website is:
smith-and-sons.com
They may type:
smithandsons.com
And that could send them to a completely different website.
Numbers can create similar confusion.
If your business name contains a number, will people know whether they should type the numeral or spell out the number?
Unusual spellings can cause problems, too.
If your business name intentionally has a unique spelling, that’s one thing. But don’t make your domain difficult to spell simply because the easier version wasn’t available.
Consider Buying Common Misspellings
There is one situation where I actually recommend purchasing an unusual variation: common misspellings of your business name.
If customers frequently misspell your business name, you can purchase the misspelled domain and redirect it to your primary website.
The same strategy can work with numbers.
If your business name contains the number 2, for example, you might consider purchasing both the version with 2 and the version with two.
You don’t need to purchase every possible variation. Just think about the mistakes people are most likely to make.
Say Your Domain Name Out Loud
This is a step many business owners skip.
Say your domain name out loud.
Then ask a few other people what they hear.
Sometimes you see exactly what you intended when you look at a domain name, while someone else sees something completely different.
A combination of words can accidentally create an awkward phrase, double meaning, or confusing interpretation.
It’s much better to discover that before the domain appears on your business cards, signs, vehicles, advertisements, and website.
Choose a Domain That Gives Your Business Room to Grow
Don’t choose a domain that locks your business into one service, product, or location unless you’re certain that’s where your business is going to stay.
For example, imagine you start a business called Madison Website Design.
The name and domain might make perfect sense if you’re only designing websites for businesses in Madison.
But what happens if you eventually start serving clients across the country?
Or you add graphic design, branding, SEO, and social media marketing?
Suddenly, your domain describes only a small part of what you do.
That’s one reason I generally prefer using your actual business name as your domain whenever possible.
Your business can evolve without your domain becoming outdated.
Research Your Business Name Before Buying the Domain
This is one of the most important steps.
Don’t fall in love with a domain name before you’ve researched the business name itself.
Just because a domain is available doesn’t mean the business name is available for you to use.
Before committing to a name:
- Search Google for the business name.
- See whether another business is already using it.
- Check your state’s business records.
- Research trademark availability when appropriate.
- Look at social media and other online uses of the name.
Once you’ve determined that the business name is a reasonable choice, then start looking for the domain.
If your first choice isn’t available, look for an alternative that stays as close as possible to your actual business name.
Buy Your Domain Before You Launch Your Business
If you’ve decided on your business name and found a domain you like, buy it.
Don’t wait until your website is ready.
Domain registration is generally a relatively small expense compared with the cost of building your brand. If you change your mind six months into starting your business, you haven’t lost a fortune.
But if you wait and someone else buys the domain you’ve been planning to use, you may have a much bigger problem.
Secure the domain first. Build the website later.
Consider Buying Additional Domains
Depending on your business, it may make sense to purchase a few additional domains and redirect them to your primary website.
You might consider:
- The .net version of your domain
- Common misspellings
- A version using a numeral
- A version with the number spelled out
- Other obvious variations customers might type
You don’t need to buy every possible variation. But purchasing a few strategic alternatives can help protect your brand and prevent customers from getting lost.
Don’t Buy Every Add-On Your Registrar Offers
When you purchase a domain, you’ll probably be offered a long list of additional products and services.
You may see offers for:
- Website hosting
- Website builders
- SEO services
- Security packages
- Privacy products
- Other upgrades
Some of these services may be useful. But you don’t automatically need all of them.
Read the checkout screen carefully and pay attention to what you’re purchasing, how much it costs, and what the renewal price will be.
You don’t need a pile of extras to own a domain.
You need the domain.
I also recommend considering multi-year registration when the pricing makes sense. It can save you money and means you have one less annual renewal to remember.
Make Sure the Domain Is in Your Name
This is one of my biggest recommendations for business owners:
Make sure your domain is registered in your name and in an account you control.
A website designer, developer, employee, or marketing company can help you purchase and set up your domain. That’s perfectly fine.
But the business owner should have access to the account.
Why?
Because relationships change.
If you eventually stop working with your website designer and the domain is registered under their account, getting control of your own domain can become unnecessarily difficult.
If you aren’t comfortable purchasing or configuring a domain yourself, have someone you trust help you.
Just make sure you ultimately control the domain.
What About Social Media Handles?
I don’t consider social media handles nearly as important as getting the right domain.
Ideally, your social media usernames should be consistent with your business name, but they don’t have to be identical on every platform.
If your business is Smith & Sons Landscaping, for example, you may not be able to get the exact same username everywhere.
That’s okay.
Prioritize your business name and domain. Don’t choose a bad business name simply because the perfect social media handle happens to be available.
What If Someone Already Owns the Domain You Want?
Don’t automatically give up.
If your preferred domain is already registered, you have several options.
You can look for a variation that stays close to your business name. You can also see whether the current owner is willing to sell it.
Some desirable domains can be expensive, so you’ll need to decide whether purchasing the domain makes financial sense for your business.
And remember, a domain that has been previously used isn’t necessarily a bad domain. Domains are bought, sold, abandoned, and registered again.
The important questions are whether the domain makes sense for your business and whether acquiring it is worth the cost.
Where Should You Buy Your Domain?
I generally recommend using a well-known domain registrar when purchasing your domain.
The important thing to remember is that domain registration and website hosting are two different things.
You don’t have to purchase your hosting from the same company that registers your domain.
Choose the domain registrar and hosting provider based on what works best for your business rather than assuming you need everything from one company.
My Simple 3-Step Approach
If you’re starting a business and haven’t purchased your domain yet, here’s what I recommend:
1. Research Your Business Name
Before anything else, make sure another business isn’t already using the name you want.
2. Search for Your Domain
Search for your business name at a reputable domain registrar. If your first choice is taken, try reasonable variations that stay close to your actual business name.
3. If You Find One You Like, Buy It
Don’t wait until your website is finished.
Secure the domain first. You can build the website later.
Domain Name Checklist
Before purchasing your domain, ask yourself:
- Is this as close as possible to my actual business name?
- Is it simple and easy to remember?
- Is the .com available?
- If the .com isn’t available, is there a reasonable alternative?
- Does it avoid unnecessary hyphens and numbers?
- Is it easy to spell?
- Have I said it out loud?
- Have I asked someone else what they think?
- Have I researched whether another business is already using the name?
- Does the name give my business room to grow?
- Should I purchase a common misspelling or variation?
- Is the domain registered in an account that I control?
Keep It Simple
Choosing a domain name doesn’t have to be complicated.
Start with your business name. Get the .com whenever possible. Avoid unnecessary hyphens, numbers, and confusing spellings. Say the domain out loud before you buy it, and make sure you’ve researched the business name itself.
Most importantly, don’t get caught up in the idea that your domain needs to be packed with keywords to rank in Google.
Your domain is part of your brand, not an SEO shortcut.
And if you’re not comfortable researching domain availability, purchasing your domain, or getting everything set up correctly, there’s nothing wrong with asking a professional for help.
Just make sure the domain ultimately belongs to you and is registered in an account you control.
Your website can change. Your services can change. Your business can grow and evolve.
Your domain is one of the pieces of your brand you want to keep with you through all of it.