The domain name of your website is much more than just an address – it can have a huge impact on the overall performance of your business. From how easy it is for customers to remember to how friendly it is to the search engines, there is a lot to think about. So, this article will give you some helpful tips on how to choose an optimal domain name.
Prioritise brand identity
The first and most important thing to remember is that your domain name is a direct reflection of your brand. It needs to align closely with your brand name and / or service that you offer. Consistency with your other brand elements, such as logo and social media profiles, is also key, creating a recognisable identity. If you just go for a keyword-stuffed name or something that sounds too much like a competitor, you risk running into some problems down the line.
Pick a name that sticks
Next, your domain name should be easy to recall as well as spell. For example, if a potential customer heard about your products on the radio, they should be able to type it on the internet and find you.
Similarly, it should be simple to pronounce, so try to avoid complex words or too many characters (ideally you should have somewhere between 6-14 characters). While it’s fine to be unique or different, the last thing you want is to confuse your visitors with an over-complicated domain name.
Use the right TLD
A TLD (Top-Level Domain) is the extension at the end of your domain name (i.e. .com, .info, .io, or .net). Most businesses aim for the generic .com TLD, if available, since it’s by far the most widely recognised and popular option. You can check available domain names at IONOS, using their free search tool.
However, if you pick a different TLD, make sure it matches your business well. For instance, .ai is a TLD that’s associated with AI technology. You might want to avoid it, as it could confuse customers who may have pre-emptive expectations based on the domain.
Avoid common pitfalls
There are several big mistakes that websites make with their domain names. Luckily, these are easily avoidable. For instance, it’s generally best to avoid hyphens and numbers in your domain, as those are not only harder to type out, but may also look less professional or even spammy.
Additionally, be wary of using words that sound similar but have a different meaning or a different spelling in other countries (e.g. colour and color, boar and bore, sea and see). This unnecessarily increases the likelihood of typos or misunderstandings.
Finally, be mindful about your future plans when choosing a domain name. If you go for something really niche, like a location-based name or focused on one product, you may limit your own growth possibilities going forward.
Your digital identity
The decision about your domain name should not be made lightly. Just like naming a person, your domain is giving your business a digital identity. So, don’t rush into it before you think about the potential implications.
