How to pick a great domain name

Domain names are the backbone of any website. They shape how users find you, what they expect when they see you in search results, and whether they bother clicking at all. Getting it wrong can cost you visibility and direct traffic, so it is worth taking the time to get it right.

Do what you say on the tin

Your domain name should be immediately identifiable and connected to your business. In most cases, the right choice is your business name written as one word. There are a handful of situations where that rule does not apply:

• Your business name is long or complicated
• Your business name is hard to spell
• Your preferred domain is already taken
• You are running a topic-based site or blog rather than a named business
• You can register a domain that describes exactly what you do, such as eggs.com if you sell eggs

If you fall into the first three categories and your business is newly established, it may be worth reconsidering the business name itself. The goal is that anyone who wants to visit your site can type your name, add .com or a relevant extension, and land exactly where they expected.

Keep it short

A long domain name puts people off. Anyone who saw your TV advert, met you in person or picked up your business card has to type it out letter by letter. Those are warm leads, and a cumbersome domain gives them a reason to give up before they arrive.

Long names are also hard to remember. If you went with jonesballbearingsandmachinerysupplies.com, customers would be sitting at their computers wondering: “Was it Jones ball bearings and building supplies? Jones machinery supplies? Jones ball machinery bearings?” That uncertainty is enough to lose the visit entirely.

Check availability before you get attached

One of the most common mistakes is spending time narrowing down your options, only to find that your top pick is already registered. Before you invest too much thought in any name, run it through a domain checker to confirm it is available. If it is taken, cross it off and move on. There is no point building a shortlist around a name you cannot have.

If you are unsure which extension to go for, the guide to UK domain extensions covers the differences between .co.uk, .uk and other options worth considering for a British audience.

A good domain name is memorable, short enough to type without hesitation, and tells visitors what to expect before they even click. If your current name does not meet those criteria, it is worth addressing sooner rather than later. Browse domain names at Unlimited Web Hosting to find an option that fits.