How to Choose a Domain Name: 10 Rules for a Name That Works
Quick answer
Choose a domain name that is short, easy to spell and easy to say out loud, matches your brand, and avoids hyphens, numbers and other people's trademarks. Prefer .com when you can get it, or a relevant country or industry extension when you can't. Test your shortlist by saying it to someone and asking them to type it.
10 rules for choosing a domain name
1. Keep it short
Shorter names are easier to remember, type and fit on a business card. Aim for two or three short words at most.
2. Make it easy to spell
If you have to spell your domain out every time you say it, it will lose visitors and email. Avoid unusual spellings (like kwik for quick) unless the spelling is your brand.
3. Pass the radio test
Say the name out loud to someone and ask them to type it. If they get it right first time, it passes. If they ask “is that with a hyphen?” or “which to?”, keep looking.
4. Avoid hyphens and numbers
Hyphens are easy to forget, and numbers raise the question “the digit or the word?”. Both send visitors to the wrong place.
5. Match your brand
Your domain should be your business name, or as close to it as you can get. If you haven’t settled on a business name yet, consider choosing both together.
6. Pick the right extension
| Extension | Best for |
|---|---|
| .com | Most businesses; the default people type |
| Country codes (.co.uk, .ca, .de) | Businesses focused on one country |
| .org | Non-profits and communities |
| .io, .ai, .dev | Tech products and developer tools |
| Industry extensions (.shop, .studio, .law) | Names where the extension completes the phrase |
7. Check for trademarks
Search the name in your country’s trademark database, such as the USPTO search in the US. Using a domain that matches someone else’s trademark can lead to a dispute and losing the domain.
8. Check social media handles
Consistent handles across social platforms make your brand easier to find. You don’t need an exact match everywhere, but check the platforms your customers use.
9. Think long term
Avoid names that tie you to one product, one city or a passing trend if your business might grow beyond it.
10. Check the name’s history
Look up the domain with an ICANN lookup and a web archive. A previously used domain can carry a poor reputation, spam history or old links that don’t suit your brand.
Brainstorming techniques
- Combine two words that describe what you do or how you want customers to feel.
- Add a short action word such as get, try, go or hello.
- Add a location if you serve one area.
- Invent a word that is easy to say. Brandable invented names can be easier to find available, and easier to trademark.
For more naming patterns and examples, see domain name ideas.
When the perfect name is taken
A taken name isn’t always out of reach. If the owner isn’t using it, they may sell it. Read how to buy a domain that is already taken, and know that short, one-word names often fall into premium domain territory.
Ready to register?
Once you have a winner, follow our guide on how to buy a domain name, then build your website.
Frequently asked questions
Should my domain name match my business name?
Ideally, yes, or be very close to it. A matching name is easier for customers to remember and find. If the exact name is taken, adding a short word such as 'get', 'try' or your city can work, but check that it still reads clearly.
Is .com still the best extension?
For most businesses aiming at a general or international audience, .com is still the extension people assume and type by default. A country-code extension can be the better choice for a business that serves one country.
Do keywords in a domain name help SEO?
Not much on their own. Google ranks pages on their content and usefulness, not on keywords in the domain. A memorable brand name usually serves you better than a long keyword-stuffed domain.
What if the domain I want is taken?
Check whether the owner is using it or offering it for sale. If it is listed or unused, you may be able to buy it. Otherwise, try a different wording or extension.
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