Choosing the Right Domain Name: A Guide for New Businesses

For any new website, your domain name is more than just an online address; it’s a critical component of your brand identity, visibility, and credibility. A well-chosen domain name helps people understand your new website at a glance, establishes a professional online presence, and boosts your visibility on search engines like Google. Below, we’ll explore key considerations for choosing a domain name, from aligning it with your brand to making it search engine-friendly.

1. Reflect Your Brand and What You Do

Your domain name should ideally give visitors an idea of what your business does or offers. If possible, choose a name that incorporates your industry, product, or service. This not only clarifies your business's purpose but also aids in Search Engine Optimization (SEO). For example, a domain like "brightonplumbers.co.uk" clearly reflects both the service (plumbing) and the area served (Brighton).

While including keywords related to your industry can be beneficial, don’t overdo it. A domain that’s too long or stuffed with keywords may seem unprofessional or spammy. Striking a balance between relevance and simplicity is key.

2. Select a Memorable and Easy-to-Type Name

When potential customers type your domain, make sure it's something they can easily remember and spell. Avoid complex or unusual words, excessive hyphens, or confusing numbers and symbols. Simplicity and clarity are crucial for creating a domain name that people can recall easily.

3. Use an Appropriate Domain Extension

The domain extension, or suffix (e.g., .com, .co.uk), is another important choice. Generally, we recommend sticking to familiar extensions for a more professional and reliable look:

• .com: Ideal for global or international businesses, as it’s the most widely recognized and trusted.
• .co.uk: Perfect for businesses targeting the UK market, as it signals to users and search engines that your focus is local.

While newer extensions like .xyz, .io, and .tech are available, we typically advise avoiding these as they aren’t as widely recognized by the general public, which may affect user trust. People are often more comfortable with familiar extensions, so staying with .com or .co.uk ensures your domain feels professional and reliable.

4. Remember SEO and Google Ranking

Your domain can contribute to your SEO efforts, even though Google has evolved to prioritize user intent and quality content over exact-match domains. Including relevant keywords in a way that flows naturally can still be helpful. For instance, if you're a florist in London, "londonflowers.co.uk" can provide a small SEO boost by linking location and service directly in the domain.

5. Manage Your Expectations with Length and Availability

Short, simple domain names are often already taken, and buying these from current owners can be extremely costly. As a result, you may need to get creative with available options. If your first choice is taken, consider synonyms or slightly altering the wording. Patience is essential here. With a bit of creativity, you can often find a strong alternative that still captures the essence of your brand.

For instance, if "bristolplumbing.com" is taken, try alternatives like "bristolplumbers.co.uk" or "plumbingbristol.co.uk." As long as the name is clear, relevant, and memorable, potential customers will still find you.

6. Avoid Common Pitfalls in Domain Naming

There are a few traps that new business owners fall into when choosing domain names. Here are some to avoid:

• Overly Complex Names: Long or complicated names can be hard to remember, so keep it simple.
• Using Numbers or Hyphens: Unless absolutely necessary, avoid numbers or hyphens, as they can be confusing for users to remember or type.
• Trademarked Terms: Make sure your chosen name doesn’t infringe on any trademarks, as this could lead to legal issues down the line.

7. Secure Your Domain Early

Finally, once you’ve settled on a suitable domain name, don’t wait to secure it. Domains can be claimed by others at any time, so if you find one that matches your needs, register it as soon as possible. Most domain registrars offer competitive prices and deals for first-year registration, so locking in your domain early helps ensure your brand has a permanent online home. If you are one of our clients and do not wish to register the domain name yourself just ask us and we will do it for you!

In Summary

Selecting a domain name is an essential step for any new website. While it may seem daunting with so many options and variables, taking the time to choose a name that reflects your brand, supports SEO, and feels trustworthy to users will pay dividends in the long run. By focusing on relevance, simplicity, and using familiar extensions like .com or .co.uk, you’ll set your new website up for success.