Choose a domain customers can remember
Choose a domain that customers can recognise, say and type accurately. A memorable, appropriate name is more useful than a long collection of search keywords. Check availability, possible confusion and renewal costs before committing to signs, packaging or printed business cards.
Before you start
- Write your real business name and two or three sensible alternatives.
- Decide whether an existing domain already has customers and useful links.
What to do
Test the name aloud
Say each candidate to someone without showing it to them, then ask them to type it. Notice repeated spelling explanations, ambiguous numbers or awkward hyphens. Read it as an email address too: a name that looks attractive as a logo can be cumbersome in everyday messages.
Look for likely confusion
Search the proposed name and check businesses already using similar wording. Review relevant trade-mark information before treating domain availability as permission to use a brand. If there is an obvious conflict, resolve it before spending on the website rather than hoping an available ending avoids the issue.
Compare the whole purchase
Check the initial registration charge, normal renewal, selected term and optional extras. Avoid purchasing extra domains because a checkout has selected them for you. If you want an alternative spelling, decide its purpose and who will maintain its renewal and redirect.
Register under business control
Use accurate registration details and a business-controlled account with suitable security. Save the receipt and renewal reminder privately. Once the main address is confirmed, use the same spelling consistently across the website, email signature and customer-facing materials.
What to check
- Another person can type the domain after hearing it.
- You understand renewal costs and have checked potential naming conflicts.
- You have selected one main public address.
Sources and further reading
Platform features can change. Check the provider’s current guidance before changing a live service.