Choosing the right domain name for your business is more than just a technicality—it’s an important part of your branding. After all, your domain is your business’s address on the internet. So, making the right choice is key to ensuring your business stands out for all the right reasons.
Before you dive in and register that shiny new domain, take a step back and consider a few important factors. These will help you avoid future headaches, protect your brand, and set yourself up for success online. Let’s explore what you need to think about before hitting the “buy” button.
Please note that the examples used are completely random and for illustrative purposes only – they are in no way a reflection on any real businesses that may own that domain!
Changing Domains Is Hard Once You’re Established
If you’ve been running your business for a while, you probably already have a digital footprint— your website itself and where it sits in the search engine rankings, various links with your social media accounts and Google Business profile etc, links to your website from other websites, and you probably have a business email set up using that domain name.
Changing your domain after you’ve established a presence can be a hassle. Not only can it confuse your audience, but it can also impact your SEO and disrupt your search engine rankings. So, before you commit to a domain, think long-term. Does the name reflect where you want your business to be in a few years? Try to future-proof yourself by choosing a name that won’t limit your options as your business grows or expands. Think about potential future services and locations and pick a domain name that is flexible enough to grow with your business. (The same applies to choosing your business name.)
Keep It Short and Sweet
When it comes to domain names, shorter is always better. Long domain names are harder to remember, harder to type, and just generally more prone to mistakes. Aim for something simple, easy to spell, and quick to type. Ideally, your domain should be less than 15 characters. The simpler it is, the better it will stick in your customers’ minds.
Keywords in the Domain: Yes or No?
Should you use keywords in your domain name? The short answer: Maybe. There’s some debate around whether including keywords like “plumber” or “electrician” plus your location in your domain name still gives you an SEO advantage. While Google says they don’t care that much about it, anecdotal evidence points to domain keywords holding some advantage, and to be fair it also makes the domain name pretty Ronseal for customers too – does what it says on the tin. For example, something like www.plumberleominster.co.uk is incredibly clear. It tells people exactly what you do and where you are, making it easily recognisable for users and search engines.
That said, don’t make this the key deciding factor. Your domain name should still be brandable and easy to remember. If it sounds awkward or forced, it might not be the best choice.
Should You Use Your Company Name—Yes But Keep It Simple
if you’re not going for a service plus location based domain name, your domain should ideally reflect your business name and this is what we would usually recommend. And you could of course combine your business name with your service or your location if your business name is already taken for example www.briggsplumbingswansea.co.uk
There is one big no no: do not include “Ltd” or “Limited” in your domain name. These terms are completely redundant in a marketing sense (in fact they make your business look old fashioned), they are not a legal requirement in a domain name, and they can also make your domain unnecessarily long and complicated.
Avoid Hyphens and Numbers
It may seem like a quick and easy way to get hold of a domain name when options are limited, but never use hyphens or numbers in your domain name. They’re confusing for users, difficult to remember, and can come across as unprofessional. For example www.best-plumber-123.com is harder to remember and type than www.bestplumber.com (not that you’d be able to buy that now – that’ll be long gone!)
The Pros and Cons of TLDs: .com, .co.uk, .uk and .net
One of the most important choices you’ll make is which top-level domain (TLD) to choose – the bit that goes on the end of your domain name. Should you go with .com, .co.uk, or something else ? Here’s a breakdown:
- .co.uk: Ideal if you’re a UK-based business and want to show that you’re locally focused. It can boost local SEO and appeal to UK customers.
- .uk: These were introduced a few years back to shorten the .co.uk domain name but to be fair they haven’t massively caught on. We would suggest however buying the .uk version of your .co.uk domain as a defensive measure so that a rival company can’t purchase it and cause confusion.
- .com: The most recognisable and trusted TLD worldwide and great if your audience includes those from outside of the UK. .com domains are also great for branding as they’re easy to say and easily remembered. Note, like with the .uk TLD noted above you may also want to purchase the .com version of your .co.uk domain name if it’s available in order to protect your business brand from competitors and prevent confusion with other companies
- .net: Traditionally used for tech companies or networks, but generally less popular than .com and .co.uk and feels a bit dated now. We probably would not recommend a .net apart from in very particular circumstances.
If your ideal domain name is taken in one of these popular TLDs, you might also consider other TLDs, but be cautious as they’re not as universally recognised or trusted as the traditional ones.
What About The New TLDs? (.shop, .builder, etc.)
The rise of new TLDs like .shop, .store, .builder, and so on has opened up more options for domain names. But are they worth considering for your business?
In short, it depends. While they’re gaining traction in certain industries, new TLDs are still not as widely recognised or trusted as the more common ones. For small businesses, it’s probably best to stick with a traditional TLD unless your business is heavily focused on e-commerce, in which case, .shop might be a good fit.
Our top do-not-pick is .xyz – it screams dodgy! In fact we just managed to talk a UK based building contractor out of using it for their business website. Thankfully they ultimately decided to stick to carpentry and plumbing, and leave the business branding to us 😉
Always Say It Out Loud
One thing many business owners forget when choosing a domain name is how it sounds when spoken aloud. Can you say it easily? If it’s a mouthful, hard to pronounce or really long, it’ll be hard for people to remember too. (Note when you’re saying it as part of an email address that it gets even longer!) Always test your domain by saying it out loud to a friend or colleague. If they can’t easily repeat it back to you, or if you have to spell it out each time, it’s not the right choice.
Double-Check for Hidden Meanings and Rude Words!
Finally, make sure your domain name doesn’t have any unintended meanings or rude associations. Some domain names can unintentionally contain offensive / tongue in cheek words or phrases when written down or read out loud. A classic example? Think www.gasheating.com. Or how about the infamous hashtag #susanalbumparty (which went viral for all the wrong reasons).
So, always look carefully at your domain written down as well as saying it out loud. Is there any way it could be misinterpreted? It might seem like a small detail, but it can have a huge impact on your business’s reputation.
Conclusion
Choosing the right domain name is one of the first—and most important—steps in building your online presence. It’s an integral part of your branding, and if done right, it can help you attract customers and grow your business. Remember to keep it short, clear, and future-proof, and always think about the long-term implications of your decision.
If you’re unsure about picking your domain name or need help choosing the perfect one, don’t hesitate to reach out. We’re here to help guide you through the process and ensure your business has the best possible online presence!