By Trudy Allen

Do you exist on the internet?

This is not a question of “Do you have content,” but rather, “Could anyone even find you if they wanted to?”

Maybe you’re a small business owner or a thought leader with a blog. Perhaps you have a website to feature your accounting or law services. Alternatively, maybe you want to set up an eLearning platform to share your expertise and build passive income.

Whatever the case may be, you’ve likely spent some time scouring the web for ways to improve your online presence. “Domain name” might not sound as enticing as things like “Search Engine Optimization” and “Digital Marketing Strategies;” however, choosing a domain name is  one of the most impactful decisions you make about your digital footprint.

The same way that you identify by your own name, your domain name identifies your website.

What is a Domain Name?

A domain name is a website address in word form, so that potential clients don’t have to remember complex, numerical IP addresses to find what they are looking for. An IP address is a fairly complex system of numbers used by internet browsers, such as Safari and Chrome, to access specific websites from various devices and locations. 

The domain name system was created for internet users to simplify their search on the web by using memorable or meaningful words and phrases, rather than a random series of numbers. Also referred to as a URL or web address, the domain system was a brilliant evolution of the internet.

Thank you Internet forefathers (and foremothers). We are in your debt.

Why Does Your Domain Name Matter?

Selecting your domain name is the first step in creating a strong sense of direction for your online presence. Think of your domain name as a storefront window – your domain is likely the first thing your customers, or visitors, see when they search for you. Having a web address that resonates your brand is essential for appearing authentic and trustworthy to your audience. 

Choosing the appropriate domain name can make you appear more credible to your potential clients. With nearly 1.2 billion websites on the internet, selecting a simple or unique domain name can help your prospective customers more easily search for your brand. Buying a domain name that is built around your identity can also increase your search engine ranking for that phrase, which will help your website receive more online traction. 

Bonus: A solid domain name also gives you credibility in real life. If someone shows up on my doorstep soliciting me for services with a Gmail or Yahoo email address, my instinct is to assume that they are scammers. When someone has a branded email address attached to a domain name, I assume they are a legitimate business. A subtle yet important difference. 

Things to Look For In A Domain Registrar 

Deciding where to purchase a domain name can be tricky with so many domain registrars to choose from. Often we price shop for the least expensive option, but there’s really more to look at than that. Typically a .com domain name will range from $10-$20 a year; however, sometimes it’s worth a few bucks more for added levels of service.

Things to consider include:

1.     Domain Name Search Engine - Research shows that 62% of domain names that people are looking for are already taken. Statistically speaking, it’s more likely than not that your “perfect domain name” is owned by someone else. Rather than rack your brain on the best alternative, choose a domain name registrar that can help match what you’re looking for to increase the likelihood you’ll love your site’s name. 

2.     Domain Expertise - Lots of companies will sell you a domain name, but for many of them, they just use a domain registration to get you into their marketing funnel so they can sell you other things. Having a company that actually specializes in domains will offer the best support and resources for success in this integral step. 

3.     Consistency - After you buy your domain name, you’re going to need an email address, a place to login to your website, quality web hosting, security features, etc. Although finding a good domain name is your first priority, consider buying it from somewhere that also offers the full suite of features you’ll need for the steps that follow. 

Tips for Choosing the Perfect Domain Name

Selecting your domain name comes with great responsibility. Here are a few tips for selecting a successful domain name for your online needs.

1.     Research Before You Register

Before you decide on a domain name, make sure to check the domain name checker to see if your first choice is still available. Your domain name should be different enough from similar names in order to avoid any confusion or legal implications. Using the right domain name research tools is important; however, more on that later.

2.     The Shorter the Better

A long domain name can cause confusion for Internet users, especially if they misspell your web address. A long domain name could lead to a drop in traffic to your website, which is why it’s a good rule of thumb to keep your domain short and to the point.

3.     Choose Keywords that Reflect your Niche

Trying to find your own name is ideal, however sometimes you might also consider purchasing a domain with specific keywords. What do we mean by keywords? Phrases that your audience might be looking for. If your business name is A1 HVAC, chances are, there are a lot of other businesses using that name and the domain name will be unavailable. You might instead consider a keyword-rich name like “BedfordACRepair.com,” although a good domain name checker can offer great alternative suggestions as well.

4.     If You Can, Select a Domain Name with .com

Domain names with a .com extension are often seen as the most established and credible domain options because of internet users’ familiarity with the extension. There are a lot of other ones out there that you can get clever with, but clever isn’t as important as clear. Your pithy use of an extension like .ly or .fi may not pay off if the client can’t remember the URL.

5.     Select a Unique Domain Name

A website name that is too similar to a competitor or another brand may cause confusion. Separate yourself from others in your industry by selecting a unique domain name that is also a good reflection of your brand. Customers and visitors will appreciate the clarity.

Premium vs. Unclaimed Domain Name

In your searching, inevitably you will find domain names that are not in use, but owned by someone else and for sale. Often these domain names can cost hundreds, if not thousands of dollars. 

For many small businesses, it may make sense to think up a clever alternative that hasn’t been claimed yet, however consider the long-term implications of having a solid domain name. It may seem like a big expense up front, but if you anticipate rapid growth, it may be worth the consideration to purchase a premium domain name. 

If you buy something else first and buy the premium domain name later, you have to re-print all of your marketing materials and might potentially lose some of your built up SEO in the transfer. It can sometimes be worthwhile to just bite the bullet and buy the right name up front.

Best Place to Buy a Domain Name

There are so many options out there it can be hard to choose. 

Domain.com is typically the domain registrar I advocate for, particularly when people aren’t entirely sure what their domain name should be. 

Clients will regularly request suggestions on purchasing a domain name because the web address they want is in use or someone wants to charge them $3,000 for it. In some instances, that might be worth it, but for most people, finding a relevant alternative for $10 is preferable.

In my experience, Domain.com has the most robust and advanced domain name algorithm for finding the ideal domain name, and they seem to be making constant improvements to it. Also, although I generally advocate for a .com, they also have over 300 different extensions available to play around with. 

Domain.com offers everything you might need for setting up your entire site, beyond just your domain; however, perhaps the most important thing is their level of service. The intuitive design of their user-friendly tools demonstrates that they know what their customers’ needs and offer the support in helping them get it done. When you can’t figure it out yourself, their customer support team will also serve as your trusted advisors in accomplishing your goals. 

Definitely a domain name registrar that is at least worth checking out.

Final Thoughts

Your website is like your virtual “handshake” with your potential clients, and having a strong name makes you more memorable and accessible. 

The value of a good domain name extends beyond the URL to search engine optimization, branded email, and much more. 

It’s not a decision to make casually, and having the right tool for the right job is vital in getting things done the right way.