How to Choose the Right Domain Name for Your Business Website

How to Choose the Right Domain Name for Your Business Website

Choosing the right domain name is one of the most important decisions when starting a business website. Your domain acts as your online address and identifies your brand on the internet.

Watch this video or read the article below


When choosing a domain name, you want it to match your brand as closely as possible. Now if you don’t have a name for your company yet and you’re flexible, you may even want to look for a domain name first before you name your company. All right, why do we say that? Well, because unless you have a really unique business name, you’re going to find out that a lot of domain names are taken already.

Let’s say you wanted to register, you wanted to name your company Wonderful Cakes, and you’re going to register WonderfulCakes. com. If you type it in the search, it will show you that it’s taken, even if there’s no actual website at the domain name when you go to WonderfulCakes. com. It’s not available.

Because someone out there is squatting on it. What that means is they just register the domain name for ten dollars or whatever and hope that some big company or someone else will come along and buy it from them for thousands of dollars. It happens a lot. So it may take some creativity to find a domain name that matches your brand and is available.

Again, if you haven’t chosen a specific business name yet, you can also use a tool like BusinessNameMaker. com and it will give you a ton of ideas for business and domain names. You can simply, you know, click to see which domain names are available.


Let’s go over this a little more in detail

What Makes a Good Domain Name?

Selecting a good domain name is a critical aspect of establishing a successful online presence, serving as the initial introduction to your website for potential visitors. Several key factors contribute to the quality of a domain name. Firstly, it should be relevant to the content or purpose of your website, providing users with a clear understanding of what to expect. Additionally, a memorable domain name is essential, as it enhances user recall. Opt for names that are short, simple, and catchy, increasing the likelihood of sticking in the minds of your audience.

In our new course, Building DIY Websites, Coach Jennifer will guide you step-by-step through the process of obtaining and registering a domain name for your site. By the end of the course, you’ll have the skills and knowledge needed to launch your very own website and get a head start on establishing an online presence.

Domain Name

When brainstorming possible domain names, there are several key factors to tips in mind:

Tips For Picking the Perfect Domain Name

Length – Shorter domain names are easier to type and remember. Shorter domains with 6-10 letters are easiest to remember. Aim for the shortest domain possible that still captures your brand essence. Long, complex names will lead to typing errors and be harder to recall or pass on word-of-mouth.

Spelling – A domain name that is challenging to spell or pronounce can lead to user confusion or typographical errors. Choose words and terms for your domain that are very simple and intuitive to spell. It’s advisable to avoid hyphens and numbers, as they can complicate the name and hinder clarity. The chosen domain name should also be brandable, unique, and reflective of your brand or website’s purpose.

Availability – Finding an available domain is key. The .com top-level domain (TLD) is still the most universally recognized. Secure the .com version of your name if possible. While .com is the most popular domain extension, alternatives such as .net, .org, or industry-specific extensions may be suitable depending on the nature of your website. If possible, include relevant keywords in your domain name to enhance search engine optimization (SEO) and improve discoverability.

Meaning – Avoid random groups of letters/numbers that have no significance. Pick a domain name that communicates your brand for better association and recall. The name should ideally tie to your company name, key services, products or messaging.

Use domain name generators – Leveraging domain name generators, such as LeanDomainSearch, can be a valuable strategy in brainstorming and selecting a suitable domain name. These tools generate a wide array of potential domain names based on specified keywords, helping you explore various options and find a name that aligns with your brand and business goals.

Checking for potential trademark issues – Before finalizing a domain name, it’s essential to conduct a comprehensive search to ascertain its availability and legality. This involves checking trademarks at both national and international levels to confirm that your chosen name doesn’t overlap with existing registered trademarks or copyrighted material. Running these checks helps you steer clear of legal issues that could arise in the future, safeguarding your brand’s reputation and preventing potential disruptions to your online presence. Infringing on trademarks not only poses a legal risk but also undermines the trust and credibility of your business, making it imperative to choose a domain name that is legally sound and distinct within your industry.

Privacy Considerations – Privacy considerations should not be overlooked, especially if the domain name involves personal or sensitive information. Additionally, be aware of the renewal and registration costs associated with the domain, as some extensions may be more expensive than others. Before finalizing a domain name, thorough research, gathering feedback from others, and aligning the name with your overall branding and business strategy are advisable steps.

Secure common typos – To safeguard your online presence and prevent potential copycats or lost business, it’s advisable to purchase and forward common misspellings of your domain. By doing so, you ensure that users who make typographical errors when entering your domain are still directed to your website, mitigating the risk of losing traffic to similar-sounding alternatives.

Consider important keywords – Incorporating a relevant keyword into your domain name can significantly boost your website’s search engine optimization (SEO). Search engines often prioritize websites with keywords in their domain names when ranking search results. Additionally, a keyword in the domain can enhance memorability, making it easier for users to recall your website when searching for related content.

Describe your business – Clearly communicating what your business does through your domain name is an effective way to provide instant information to visitors. A descriptive domain name helps set expectations, making it easier for users to understand the nature of your website before exploring its content. This transparency can contribute to a positive user experience.

Types of Domain Name Extensions



The .com TLD has been the traditional standard domain extension for commercial websites since the early days of the internet. Seen as the “default” for sites selling products, services or representing a business brand online, .com domains are still the most ubiquitous across the internet.

The .com TLD conveys that the website is commercial in nature and allows global recognition of the domain. Even when alternatives like .biz or .net are used, .com remains the extension that web visitors instinctively try first by force of long habit.


The .net extension originally was intended for sites related to networks or internet infrastructure. Over time it became an alternative for general business sites when the .com version of a domain was not available. While technically meant for IT-related sites historically, a .net domain can credibly be used by many types of commercial sites today.


The .org extension was created for non-profit organizations and other types of community/organizational sites. However, restrictions have loosened over the years and now .org can be used by nearly any kind of website. Using .org does not require having non-profit legal status. Though originally meant for organizations, .org domains now often house sites for commercial businesses as well.


The newer .biz top-level domain aimed to establish a space specifically for e-commerce or other business sites when the .com was taken. The goal was to signify that the site was commercial in nature by using .biz. However, adoption has expanded beyond just online shops. The .biz extension can now apply well to any type of business site, not only ecommerce storefronts. But it still maintains an emphasis on commercial entities as opposed to personal sites or blogs.

Newer domain extensions like .store, .shop, etc. clearly describe certain business types. However, remember .com remains the expected standard that web visitors instinctively try first.


Domain Registration

Once you’ve selected your ideal available domain name, it’s time to register it. Third-party website builders like Wix often offer free domain registration. However, it’s best to register your domain independently through a dedicated registrar like GoDaddy.

Dedicated registrars specialize in domain registration and management. This ensures full ownership of your domain if you ever switch platforms. Plus registrars often have better tools for configuring your domain’s technical settings compared to website builders.

Should You Buy a Premium Domain Name?

What Makes a Domain Name Premium?

Premium domain names have either been purchased previously on the domain resale market or classified as such by domain registries. So what gives them their premium designation and higher price tag? These sought-after domains tend to be very short, memorable, and easy to spell. Most contain popular keywords and make use of top-level domain extensions like .com or new generic extensions like .guru and .app. Because premium names are in high demand among businesses, individuals, and organizations establishing an online presence, people are willing to pay a premium price to purchase them, either from a domain reseller or directly from a registry service if still available. Their high value stems from being easy to find and type, as well as their associations with key industries or products.

With some creative thinking, you can likely find an affordable available domain that still communicates your brand effectively. But if securing a particular premium domain is important for your vision, it could prove a worthwhile investment in establishing your business identity. If you are looking for a premium domain name, you can start by looking at GoDaddy.

Follow these tips when registering your new business domain to set your website up for success. An ideal domain name is short, brandable, easy to spell and comes with a .com extension if possible. Additionally, secure any common typos, and register your domain independently for full control.


This is the Toto way.

Web Coach Jennifer Smiling

Former Web Development Agency Owner
Founder of Toto Coaching
Founder of Toto SEO

Jennifer DeRosa

Jennifer is the author of "Building DIY Websites for Dummies," a new addition to the renowned "for dummies" series.

She is also the visionary behind Toto SEO and Toto Coaching. As the founder of Toto SEO, she specializes in offering SEO solutions tailored for small businesses. Through Toto Coaching, she provides an interactive online course, complete with weekly coaching sessions, empowering small businesses and entrepreneurs to craft websites that not only presell their offerings but also foster trust among their clientele.

Jennifer's thirst for knowledge recently led her to complete a program on No Code Artificial Intelligence and Machine Learning at the prestigious MIT University. 

Before her current ventures, Jennifer was the driving force behind TechCare, a web development agency she founded and led from 2001 to 2021, when she had a successful Exit.

Her career also includes consulting roles with industry giants such as Mercedes Benz Credit Corporation, US Surgical, GTE, GE Capital, Unilever, and Calvin Klein.

She is a frequent speaker for WordPress Meetups, SCORE, and others.

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