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High streets and town centres are dead. Consumers no longer turn to them when they are in need of specific goods or services. It’s much easier for shoppers to turn their computers on and make purchases from the comfort of their homes.
If you run a business, now’s the time to open a website. Choosing a domain name for your website is something you need to devote a lot of time and attention to. Your website’s name can have an impact on its traffic and positioning in search engine rankings.
What Is A Domain Name?
Domain names are essential because they’re memorable, user-friendly alternatives to IP addresses (long strings of numbers) that computers use to locate websites. A strong domain name can boost brand recognition, make your website easier to find, and help with SEO. Plus, it gives your business credibility, showing users you have a professional online presence.
Here’s what our domain name looks like:
How Do Domain Names Work?
When someone enters your domain name into their browser, it’s translated into the site’s IP address by the Domain Name System (DNS). The DNS then directs them to your website’s server, loading the content you’ve set up.
Types of Domain Name Extensions
- Generic Top-Level Domains (gTLDs): Common extensions like .com, .net, and .org.
- Country Code Top-Level Domains (ccTLDs): Extensions specific to countries, like .uk (United Kingdom) or .ca (Canada).
- New gTLDs: Customizable extensions like .shop, .tech, or .blog, which allow for creative and industry-specific names.
Choosing the right domain name is crucial—it’s the foundation of your website and a vital part of your brand identity.
6 Benefits Of Choosing A Good Domain Name
1. Establishes Brand Identity
Did you know that your website’s domain name will have a massive impact on brand recognition? A domain name that’s memorable and clearly conveys what your business is all about can positively influence brand identity and recognition. A good domain name should be short, easy for customers to spell and find, and most importantly of all, relevant to your business. Make sure that the words you choose for your domain name are not complex or confusing, either. Ensure they are simple words that the average person knows.
On the other hand, one that’s vague can leave customers feeling unsure of what your business is really all about. Make sure that when you are working with domain name services to find the perfect name for your website you think about customer recall. The name you choose needs to be one that customers can instantly remember. It should be something relevant to your business, but at the same time something that’s unique and catchy.
Most domain services have support staff that can guide business owners toward finding the perfect names for their websites, so if you are struggling to think of a name, get in touch with your chosen service and ask for support.
2. Affects Your Search Engine Optimisation
SEO (Search Engine Optimisation) is one of the web’s most effective marketing solutions. It is the process of optimising target websites so that they appear higher than their competitors on Google and Yahoo’s search listings. It is worth noting that domain names play an indirect role in SEO, as keywords in domain names are no longer ranking factors (at least that’s what Google says – we aren’t sure we believe them).
A clear domain name can massively increase your site’s click-through rates and as mentioned previously, make it easier for visitors to remember it. A memorable domain name is important because it makes finding your website again in the future a lot easier for consumers. It also makes it simpler for them to recommend your site to their friends and family.
In addition to choosing a memorable and effective domain name, you also need to invest in SEO. High-quality content can give your website a lot of authority and increase its search engine positioning, as well as improve user engagement. An SEO marketing agency (like us) will be able to help you with site optimisation.
3. Builds Consumer Trust
Consumer trust is very important. If your website does not appear credible, nobody is going to want to do business with you. The wrong domain name can put customers off and make your business look inauthentic. Bear in mind that cybercrime is a big problem on the internet today and most people are familiar with the scams and methods employed by criminals to steal their money. A bad domain name can lead users to believe that your website isn’t genuine. A website that does not seem genuine isn’t likely to generate much profit.
In addition to a careful domain name choice, make sure your site has an SSL certificate and contact information, as both of these things can add a lot of authenticity to a website.
One of the main mistakes people make when they choose domain names is choosing ones that are needlessly wordy or unclear. Get straight to the point with your domain name, so visitors know what your site has on offer. Ambiguity in your domain name will put people off. Find a domain name that is easy to remember, includes relevant keywords, has no hyphens or numbers, is unique and doesn’t infringe on someone else’s copyright. Also, make sure that you choose a trustworthy domain extension like .com and .co.uk.
4. Supports Your Marketing Campaigns
A good domain name can improve marketing campaigns. If your business and your website’s domain name are the same, it will be easier for customers to remember and find you. Your domain name can also improve your site’s click-through rate. Selecting a domain name that includes keywords is the easiest way to achieve a greater click-through rate. This is because domain names that overlap with keywords have been proven to have a significantly higher click-through rate than ones without.
When a consumer searches a specific keyword on any of the major search engines, they are considerably more likely to click through to a website that has the keyword they have searched in their domain name, because it’s obvious that what they are looking for is available there. A good domain name can also support branding across a number of marketing channels, i.e., email, social media, and PPC.
Over time, consumers will begin to recognise your business because of its brand consistency. As they begin to recognise it, they will trust it more. Additionally, the more authentic your website seems, the more likely consumers will be to recommend it to their friends. Make sure that you invest as much effort into your website as you do the aforementioned marketing channels. Your marketing efforts need to be consistent across the board, otherwise your business could suffer. Consistent marketing shows a business cares about all customers and doesn’t just prioritise ones that use specific platforms, like social media, but not others, like their email accounts.
5. Links To Your Social Media Marketing
Social media marketing is, like SEO, one of the most effective modern marketing solutions. It is a style of marketing employed by almost every major business in the world. It is virtually impossible to find a successful business without a social media presence. Having a domain name that is relevant to your business, i.e., a domain with your business’s name in it, can improve cross-platform consistency.
Cross-platform consistency ensures users are given a consistent user experience, no matter what platform or channel they are using. It is also more cost-efficient and allows for faster development.
Your social media accounts are obviously going to be named after your business. If your website does not have the same name as your social media accounts, consumers could have a hard time finding your business. Naming your website and social media accounts after your business is an effective way for you to increase brand awareness, authenticity, and visibility. Try to select a domain name that is short, memorable, and not currently in use.
6. Improves Word-of-Mouth Marketing
Finally, a good domain name can boost your business’s word-of-mouth marketing. A lengthy name, for example, will be hard for people to remember, so they might not tell their friends about your business, even if they like your products. An effective domain name choice massively increases the chances of consumers telling their friends about your business. This is because your domain name will be more memorable, which means they will be able to recall it much easier in conversation. A domain name that is needlessly wordy (or ambiguous) is going to be harder to remember.
In addition to a good domain name, consider establishing a referral scheme that allows customers to access unique promotional offers and discounts if they refer their friends and family members. In terms of actually choosing a domain name, make sure that you choose one that is, in addition to all of the things already mentioned here, going to allow for brand evolution and growth. Try to avoid naming a specific product in your business’s domain name, because this can limit you in the future if you decide to expand.
How to Pick A Domain Name
We’ve mentioned some of our tips for picking a domain name throughout the article but just in case you missed them, here’s what to look for to make sure your domain stands out and supports your goals:
1. Keep it Short and Simple
- Avoid complexity: Shorter names are easier to remember, type, and share.
- Avoid hyphens and numbers: These can confuse users and make the name harder to communicate verbally.
2. Make it Memorable
- Choose something catchy: A memorable name sticks with people and encourages them to revisit or recommend your site.
- Avoid generic words: Try to stand out by choosing a unique, brandable name that reflects your business’s tone and style.
3. Use Relevant Keywords
- Include a primary keyword if possible: Keywords related to your industry or products can give users an idea of what your site is about, and may offer a small SEO advantage.
- Don’t overstuff keywords: Focus on making the name sound natural rather than cramming in terms for search engines.
4. Pick the Right Extension (.com, .net, etc.)
- .com is preferred: It’s the most widely recognized extension, which can add credibility and trustworthiness.
- Consider other TLDs: If .com isn’t available, consider alternatives like .co, .net, or industry-specific extensions (.tech, .shop) that still look professional.
5. Check for Trademark or Copyright Conflicts
- Avoid potential legal issues: Before committing, make sure your domain name isn’t too similar to existing trademarks. This helps prevent costly disputes and confusion.
6. Ensure Social Media Availability
- Check major platforms: Ideally, you want to secure a consistent brand identity across social channels. Having the same name on Instagram, Twitter, Facebook, etc., helps build cohesive brand recognition.
7. Future-Proof Your Name
- Think long-term: Choose a name that can grow with your business. Avoid overly specific words that might limit you as your offerings or focus evolve over time.
- Avoid trends: Trendy words or phrases may feel dated quickly. Aim for a name that feels timeless and professional.
8. Consider SEO and Local Relevance (if applicable)
- Geographic keywords can be helpful if you’re a local business (e.g., “SeattleBakery.com”), as they help establish location relevance.
- Avoid over-optimizing: It’s more important that your domain is easy to remember and brandable than purely SEO-driven.
Conclusion
Choosing an effective domain name is important if you want your business to be a success. A lot of business owners adopt casual attitudes towards their domain names, and then as a result suffer. While coming up with a good domain can be hard work, it is undoubtedly worth it. Not only can it increase your business’s sales, but it can improve your relationship with your customers.
Here’s a quick checklist to test your domain name:
- Is it easy to spell and pronounce?
- Is it distinct and recognizable?
- Does it reflect your brand or business purpose?
- Is it available on social media and with a reputable extension?
If you need support choosing a domain name, the company you plan on buying one from should be able to lend a hand. Get in touch with their customer service desk and ask to speak to a support agent – or speak with one of our team members, we have years of experience under our belt. There are also an almost unlimited number of guides you can use online to come up with a domain name.
Article by
Matthew Stratford
