Things to consider when choosing business domain

Crafting a distinct and engaging company name for your business is a creative and enjoyable endeavor. A well-chosen name not only attracts organic users to your website but also contributes to improved conversion rates.

However, the process of selecting and acquiring a domain name that is both memorable and easily discoverable via Google search requires a thoughtful strategy that aligns with your brand’s core values and future growth. In this article, experts from Fast Company Executive Board offer their insights on vital considerations when acquiring a domain name, whether for a new or existing business.

1. Logical Alignment with Brand and Search Tools When selecting a domain, it should logically and intuitively relate to your business, products, or value proposition. Avoid using registrar sites to check domain availability, as this may risk domain grabbing or frontrunning. Instead, utilize WHOIS software tools to verify domain availability. – Lisa Bichsel, Bichsel Medical Marketing Group
2. Website Competitiveness Ensure that your chosen domain is competitive. If there are numerous other businesses with similar names, it can be challenging to achieve a high rank in search engine results. A simple method to check this is by googling the words from your domain name and observing the search results. – Solomon Thimothy, OneIMS
3. Brand’s Ability to Deliver Quality Regardless of Domain Name While having an easy-to-type and remember domain name is preferable, the domain itself is not as critical as the product’s quality, customer service, and compelling brand story. These factors will always outweigh the importance of the domain name. – James Swanwick, Alcohol-Free Lifestyle
4. Consistent Brand Name Across All Platforms When acquiring a domain for your business, it’s essential to maintain brand consistency across various platforms. In addition to checking domain availability, research if corresponding social media handles are available. A cohesive online presence, encompassing website URLs and social handles, enhances brand recognition and builds trust with potential clients or customers. – Miles Rote, Kevin Anderson & Associates
5. Name Recognition and Memorability Consider making your domain name short, easy to type, and memorable. Reserve multiple top-level domains (TLDs) like “.com,” “.net,” and others to prevent others from using the same name with a different extension that could confuse your branding. Ensure the domain reflects your business’s vision and imparts meaning and uniqueness. – Kaitki Agarwal, A5G Networks, Inc.
6. Potential Legal Issues and Trademark Infringements When purchasing a domain for a new business, it’s crucial to confirm that the chosen name and domain do not infringe upon any trademarks. Trademark violations can lead to costly lawsuits. To streamline this process, consult the United States Patent and Trademark Office (USPTO) and use their trademark lookup tool to save time. – Daria Gonzalez, Wunderdogs
7. Common Misspellings and Redirecting When selecting a domain, think long-term and choose one that aligns with your brand’s core values and will continue to represent your brand as it evolves. Additionally, consider securing alternative extensions (e.g., “.co,” “.io”) and common misspellings of your brand to redirect any lost visitors to your main website. – Stephanie Harris, PartnerCentric

These expert insights will help you make an informed decision when selecting and acquiring a domain name that aligns with your brand’s goals and values while ensuring a strong online presence for your business.

Source:fast company