Your domain name is one of the first decisions you make when establishing your online presence, and it is one of the most important. It is your permanent address on the internet, the thing people type into their browser to find you, and a key part of your brand identity. Choosing the right one deserves careful thought, because changing it later is far more disruptive than getting it right from the start.
Keep It Short and Memorable
The best domain names are short, easy to remember, and simple to type. Aim for something that people can hear once and remember later without having to write it down. Avoid long, complicated names that are easy to misspell or forget. If you have to spell it out every time you tell someone your web address, it is too complicated.
As a general rule, try to keep your domain name under fifteen characters if possible. Shorter names are easier to type on mobile devices, look cleaner on business cards, and are more likely to stick in someone's memory.
Make It Easy to Spell and Pronounce
Your domain name should be something you can say aloud in a conversation or on the phone without confusion. Avoid unusual spellings, numbers, and hyphens, as these all create opportunities for people to type the wrong thing and end up somewhere else.
If your business name contains a word that is commonly misspelled, consider whether the domain will cause problems. You can always register common misspellings and redirect them to your main domain, but it is better to start with something straightforward.
Include Your Business Name or Keywords
Ideally, your domain name should be your business name. This creates consistency across your brand and makes it easy for people to find you. If your exact business name is not available, try variations that still clearly identify your business.
Using Location Keywords
For local businesses, including your town or region in your domain can be effective. Something like "smithplumbingbristol.co.uk" immediately tells visitors and search engines where you are based and what you do. This can provide a small SEO benefit and helps set clear expectations for visitors.
Avoiding Keyword Stuffing
While it can help to include a relevant keyword in your domain, do not go overboard. A domain like "best-cheap-plumber-emergency-bristol.co.uk" looks spammy and unprofessional. One or two descriptive words are plenty.
Choose the Right Extension
The extension is the part after the dot. For UK businesses, .co.uk is generally the best choice as it immediately signals that you are a British business. The .com extension is also a strong option if you want a more international feel. Other extensions like .org, .net, or newer options like .shop and .tech can work in specific contexts, but for most local businesses, .co.uk or .com is the safest bet.
If you can afford it, registering both the .co.uk and .com versions of your domain is a smart move. This prevents competitors or cybersquatters from taking the alternative version and helps capture traffic from people who try the wrong extension.
Check for Conflicts
Before committing to a domain name, do some research. Search for the name online to make sure it is not already being used by another business in your industry or area. Check social media platforms to see if the matching usernames are available. Also ensure the name does not infringe on any existing trademarks, which could lead to legal issues down the road.
Register Through a Reputable Provider
Purchase your domain through a well-known, reputable registrar. Make sure you are listed as the owner of the domain and that you have full control over it. Some web designers and agencies register domains on behalf of their clients, which can create problems if you ever want to switch providers. Always ensure the domain is registered in your name.
Think Long Term
Choose a domain name that will still make sense as your business grows and evolves. Avoid names that are too narrow or specific to one product or service unless you are certain that is all you will ever offer. A name with room to grow will serve you much better in the long run than one you might outgrow in a year or two.