Your domain name is the first thing people type to find you online. It's also one of the hardest things to change once your business is established. Choose wisely now and you'll save yourself headaches — and money — later.
Here's how to pick a domain name that works for your business.
Keep It Short and Simple
The best domain names are easy to type, easy to remember, and easy to say out loud. Aim for:
- Under 15 characters (shorter is better)
- No hyphens — People forget them when typing, and they look spammy
- No numbers — "4" vs. "four" creates confusion
- Easy to spell — If you have to spell it out every time you say it, it's too complicated
Think of it this way: could you tell someone your domain name over the phone and have them type it correctly on the first try?
Match Your Business Name When Possible
If your business name is available as a .com domain, grab it. Consistency between your business name and domain name builds trust and makes you easier to find.
If your exact business name isn't available:
- Try adding your location:
smithplumbingporthuron.com - Add a short descriptor:
smithplumbingco.com - Use an abbreviation if it's well-known for your brand
Avoid choosing a completely unrelated domain name. If your business is "Smith Plumbing" and your website is bestpipesever.com, you're making customers work too hard to connect the dots.
The .com Question
.com is still king. People instinctively type .com, and it carries the most trust. If the .com version of your name is available, get it.
That said, other extensions have their place:
- .co — Clean and short, gaining acceptance
- .net — A solid alternative if .com is taken
- .io — Popular with tech companies
- Location extensions (.us, .ca) — Can work for locally focused businesses
Avoid obscure extensions like .biz, .info, or .xyz. They look unprofessional and are associated with spam.
Should You Include Keywords?
There was a time when keyword-rich domains like bestwebdesignmichigan.com gave you an SEO boost. Those days are mostly over. Google now prioritizes content quality over domain-name keywords.
Brandable beats keyword-stuffed. A clean, memorable name like thomaspublishinghouse.com will outperform cheapwebsitesporthuronmi.com in the long run because:
- It builds brand recognition
- It's shareable and memorable
- It doesn't pigeonhole your business if you expand services
That doesn't mean you should ignore relevance entirely. If you can naturally incorporate what you do, that's fine — but SEO depends far more on your content than your domain name.
Check for Conflicts
Before you commit to a domain name:
- Search the USPTO trademark database to make sure you're not stepping on an existing trademark
- Google the name to see who else uses it and whether there's potential for confusion
- Check social media handles — Ideally, your domain name matches your social media usernames
- Search domain variations — If you register
yourname.com, someone owningyourname.netwith a competing business could cause confusion
Register It Properly
A few practical tips when purchasing your domain:
- Use a reputable registrar — Google Domains (now Squarespace Domains), Namecheap, and Cloudflare are solid choices
- Enable auto-renewal — Losing your domain because you forgot to renew is more common than you'd think
- Turn on privacy protection — This hides your personal contact information from public WHOIS lookups
- Register for multiple years if you're committed — Some registrars offer discounts for longer terms
- Don't fall for upsells — You probably don't need the premium email package, website builder, or SEO tools bundled with domain registration
Grab Variations
If your budget allows, register common misspellings and alternative extensions (.com, .net) and redirect them to your primary domain. This prevents competitors from parking on similar domains and captures traffic from typos.
At minimum, secure the .com version of your name even if you use a different extension as your primary domain.
Common Mistakes to Avoid
- Making it too long —
johnsonsautomotiverepairandservicecenter.comis a nightmare to type - Using trademarked terms — You'll get a cease-and-desist letter
- Choosing trendy spellings — Dropping vowels ("flickr" style) works for tech unicorns, not for local plumbers
- Putting your city name first —
porthuronplumbing.comsounds like a directory, not a brand - Buying from a domain squatter — If your ideal name is "for sale" at a premium, consider an alternative instead of paying thousands
Your Domain Checklist
- [ ] Short, simple, easy to spell
- [ ] Matches or closely relates to your business name
- [ ] .com extension (preferred)
- [ ] No trademark conflicts
- [ ] Social media handles available
- [ ] Privacy protection enabled
- [ ] Auto-renewal turned on
Need help setting up your online presence? Contact us — we'll help you choose the right domain and build a website that puts it to work.