Picking a domain name? 6 reasons you should choose wisely

- September 3, 2019 3 MIN READ
  • Is it memorable?
  • Is it obvious?
  • Will it stand the test of time?
  • Use plain English, don’t be tricky
  • Don’t forget keywords
  • Where is your business? Use the right extension

When you start a business, you rightly consider its name carefully. It’s equally important that selecting your domain involves the same process of careful thought, too. Why? Because your choice of domain name helps you to create a strong brand identity online for your business, as well as determining how easy it will be to find and share your site online.

There are a few essential elements to consider when deciding on your domain name. Here are some top tips for choosing a domain that can work hard to help make your venture succeed online.

Make it catchy and memorable

Word of mouth influences 83 per cent of consumers in their purchasing decisions, so it’s important to ensure your domain name is memorable. In other words, your domain name should be catchy and easy to remember so that you don’t lose valuable leads by people failing to recall obscure words or spellings. As a general rule, longer domain names can be harder to read and more difficult to spell, so consider making it as short so it’s easy to recall and quick to type.

Create a domain name that’s obvious

In order to create a strong brand identity, simplicity really does help. A domain name that obviously represents what you do, or your business’ goals is most likely to grab the attention of those looking for your products or services online. What’s more, your visitors will recognise what they find on your website, which is great for reducing bounce rates and helping to maximise the time spent on your site. Creating a name that obviously reflects what you do doesn’t mean it has to be generic. Your domain name can stand out from the masses and be clearly represented at the same time. For example, ‘topchef.com.au’ is probably better than ‘culinaryservices.com.au’.

Don’t be too clever with spelling

It can be tempting to be creative with words to create your own brand identity, but this tactic can sometimes make it harder to find you online. For example, if your business is called ‘yourelectroniks.com.au’, you could end up losing visitors who are tripped up by simply searching for your business with the correct spelling for ‘electronics’.

Similarly, the English language is complex, with many similar spellings that have entirely different meanings. So, try to ensure your domain name doesn’t include one of those more misleading words. Before deciding on which domain name is right for your business, test out your options on a few people to confirm which words are easiest to spell and understand.

Does it pass the uniqueness test?

Try to avoid the temptation of choosing a similar name to a competitor company. Of course, you might think that if a name can work for one business, then something similar could work for yours. This can cause confusion among your potential customers though. While people could easily land on your competitor’s site by mistake, you’ll have an ongoing challenge separating your brand from theirs in your digital marketing efforts. You should also check a name isn’t being trademarked and already in use by another organisation, otherwise it could become challenging. .

Will your domain name’s keywords stand the test of time?

A domain name is not something you’re likely to change frequently, not if you’re intent on working hard to build your brand identity online. So, think about where your business is heading and whether your chosen domain name will accurately reflect what you do in future too.

Is a domain extension right for your business?

Most people know “.com” and “.com.au” are the most popular domain extensions, and for that reason, they’re probably easiest to remember. But today, domain name registrars like GoDaddy offers a variety of extensions – otherwise known as generic top-level domains (gTLDs). Some examples might include “.tech”, “.food”, “.travel” or “.design”. Think carefully about whether an alternative extension might help build your unique brand identity and the products and services you offer, or whether it might make your site more difficult to find.

Choosing a domain name is an exciting part of starting and running a small business, and provided you pick wisely, your domain name could be instrumental to your business growing and getting the attention it deserves.

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