Selecting a domain name is a big accomplishment but it can be more difficult than you might expect. Here are several tips for finding the right URL for your brand.
A good URL isn’t too long and it should be easy to type. Think about the websites you visit. It’s a pain to type a long URL or one that is filled with hyphens or numbers. Whenever possible, try to keep it short and simple. Ideally, the URL should be memorable.
Do your due diligence.
Check to make sure you won’t run into any legal trouble by using something that has been trademarked or copyrighted. It’s also a good idea to make sure that someone isn’t using the same domain name with a different top-level domain extension like .com, .net, .org, .co, and so on. This doesn’t have to be a dealbreaker but if there is someone using YourDomain.com and you want YourDomain.net, you definitely need to consider how you would feel about someone mistaking one for the other.
Choose a domain extension that makes sense for what you do. For a nonprofit, .org is a great choice but this isn’t appropriate for most commercial businesses. Today, more playful extensions like .fun, .rocks, and .xyz are available. These make sense for some uses but in other situations, they might seen unprofessional. It’s also a good idea to buy more than one domain extension, even if you only plan to use one. For a relatively inexpensive annual fee, you can make sure nobody else starts using your name.
Think about search
Perhaps the domain for your business name is already taken. Think about search terms that are appropriate for your business. You could use location-specific language like ChicagoYourName.com when YourName.com is taken, for example. Or consider using location and something about what you do, like ChicagoDentist.com or ChicagoHandbags.com. Try something like this Keyword Tool to help you think outside the box.
Get insight from others. When you have a potential domain name or a handful you’re trying to decide between, seek counsel from friends. It’s easy to get too close to the situation and an outside perspective can help.
Act fast!
When you have a potential name that you like, don’t take too long deciding. A good domain name can be hard to come by and someone else might jump on it while you’re deciding.
Use a domain registrar throughout the brainstorming process. Check for availability for all of your ideas. This way, you’ll know right away if your brilliant idea is even an option. Many domain registrars will automatically give you suggestions when you search for a given domain. These ideas will always be based on what’s available.
If you are thinking about buying or selling a domain, the landscape has changed dramatically over the part 20 years. I have sold web domains for 4 or 5 figures years ago, but I would be hard pressed to get a few hundred dollars for most domains these days. Don’t get sucked in or seduced by prices you might see for domain names. You are usually better off going in a different direction.
It used to be useful to buy different domain names for different variations of your business. Now it really just dilutes your brand and your traffic in most cases. I have roughly half the domains I did 5 years ago. Consolidation is generally the direction you want to go. Try to develop your brand with the minimum number of domains possible.
