- Judit Ruiz Ricart
- Sep 30
- 17 min read
Updated: 2 days ago
The perfect domain is just a click away: claim your domain→
Choosing the right domain name sets the tone for your website. It’s your web address, your first impression and a key part of your brand. A good domain should be easy to remember, reflect your business and help people find you online.
To make it simple, we’ve gathered tips from experts across industries on how they picked domains that work for their brands and grow with their business.
TL;DR: How to choose a domain name
Your domain name sets the tone for your brand online, so picking the right one matters. This guide breaks down how to choose a domain name that’s clear, memorable and aligned with your business goals.
You’ll learn what makes a name effective, which mistakes to avoid and how extensions like .com, .org or .ai can shape how your audience perceives you. The article also includes expert-backed tips to help you make a confident choice, whether you’re launching a new brand or rethinking an old one.
Here’s a quick look at the key tips to guide your decision:
Tip | Why it matters |
Use a domain name generator | Kickstart ideas and explore available options quickly |
Keep it short and memorable | Helps with brand recall and easier typing |
Make it easy to type and pronounce | Minimizes confusion and user error |
Avoid numbers and dashes | These often complicate clarity and credibility |
Consider clarity and accessibility | Choose names that are inclusive and easy to understand |
Target your area | Localize your name if you serve a specific region |
Stay on brand | Align with your tone, values and visual identity |
Include keywords | Improves SEO and shows what your business is about |
Be descriptive | Helps users immediately understand what you offer |
Pick the right domain extension | Choose one that suits your industry, like .com, .store or .ai |
Do your research | Check for availability across platforms and domains |
Check for trademark issues | Avoid legal trouble by verifying name ownership |
Think long term | Pick a name that can grow with your business |
Act fast | Good names go quickly—secure yours once you find the right fit |
How to choose a domain name: 15 tips
01. Use a domain name generator
In order to make the brainstorming process much easier and productive, start your journey towards picking a domain name for your site with a list of options, rather than a blank page. By using one of the best domain name generators, you’ll be able to get a broad range of ideas based on keywords or phrases related to your brand.
Try Wix's domain name generator today.
02. Keep it short and memorable
Domain names can be up to 63 characters, but long names are hard to type and remember. Aim for a short, memorable name, ideally three to 12 characters and no more than two to three words. If your name is longer, try trimming or simplifying it.
As Sanks Nair, COO of Recall shares:
“Short and sweet was essential. [For Recall] the name needed to be easy to say, two syllables max, and roll off the tongue effortlessly. A short, memorable name strengthens brand recall and spreads faster through word of mouth.”
Another hot tip from Sanks is to try out your domain name as a verb. She says, “From experience, a name that can turn into a verb creates a stronger brand. I was an early employee at Uber, originally 'UberCab.' Back then, no one would say, 'I UberCabbed here,' but today, 'I Ubered here' is natural. We wanted a name that could similarly evolve into common usage, like 'I'll recall that.'"
03. Make it easy to type and pronounce
You don’t want potential visitors lingering over details such as spelling before hitting your page. For that reason, look for a domain name that will easily roll off the tongue - and fingers. It’s best to avoid frequently misspelled words, or anything that requires a double take before pronouncing. Run your chosen domain name by a few friends and see if they can get it right on their first attempt. If they struggle a little, go for a different name.
As Ben Donovan, founder of Brand Builder University notes, when he was selecting a domain name for his business, he focused on it being four things: meaningful, memorable, short and unique. With this in mind, Ben says:
“A domain that's easy to remember sticks in people's minds and makes it simple for them to return or recommend it. Shorter domains are especially helpful, precisely because they're easier to type and share.”
In case you’re planning on using your personal name as the domain, but your last name isn’t intuitive in its spelling, use a combination of your first and middle names instead. Alternatively, combine your first name with your specialty—such as “bakingwithsam.”
Another good practice is to choose a domain name that is predictable, meaning your audience won’t have to second guess how to write it properly. With this in mind, refrain from shorthand and spell out your words. For example, go for “you” instead of “u” and be wary of words that can be spelled numerous ways (is it “ok” or “okay?”).
Already have an idea? Check the availability with a domain name search tool.
04. Avoid numbers and dashes (usually)
Unlike a password, your domain name shouldn’t be a string of characters that makes sense solely to you. Therefore, refrain from using special characters such as hyphens and numbers. So “gr8cakes-4all,” for example, would be an especially bad domain name.
Numbers and hyphens are too often confusing and are harder to remember and type. Numbers leave people wondering whether to go for the numeral digit or to spell them out (is it a 10 or a ten?).
Hyphens, on the other hand, are easy to overlook or misplace when typing in the web address and are not immediately within reach on most mobile keyboards. However, there may be specific use cases or situations where hyphens are relevant.
As Charles Hoffman, the owner of Guardian Pressure Washing experienced, his first domain name choice, "guardianpressurewashing.com," was taken, so he used an alternative domain. His first option was to use a different Top-Level Domain (TLD) like ".org," ".net" or ".site." For example, he says he could have chosen "guardianpressurewashing.site."
According to Charles:
“While the unprofessional stigma around using a TLD other than .com has largely fallen off over the years, I decided there was a benefit in taking a different approach. The URL that I went with was 'guardian-pressure-washing.com,' which I felt was easier to read because of the dashes. My work truck is wrapped with various branding, including my domain name. At a glance, people can easily discern the text in the URL.”
Read also:
05. Consider clarity and accessibility
When choosing a domain name, prioritize accessibility by keeping it simple, easy to read and free of ambiguous characters or confusing structures. This ensures it’s memorable, screen-reader-friendly and inclusive for a diverse audience while enhancing usability and SEO performance. Learn more about the parts of a domain name to help you with this decision.
When it came to selecting a domain for Carepatron, CEO Jamie Frew says the most important factors were clarity, accessibility and alignment with our mission.
“We wanted a name that clearly conveyed our focus on healthcare while being memorable and easy for users worldwide to understand. 'Care' captures our commitment to healthcare and well-being, while 'patron' reflects support and partnership, a core part of our mission to empower both healthcare practitioners and patients.”
Carepatron also prioritized simplicity and ease of recall, as a straightforward domain name makes it easier for users to find and remember us. Jamie says that “after brainstorming and testing various options, Carepatron stood out because it encapsulated our values and the experience we aim to create. It was a name that felt natural, approachable and mission-driven, which is exactly the qualities we wanted our brand to convey.”
06. Target your area
If your business serves a specific area, include your location in your domain. It helps local customers find you and can improve local search rankings—like SweetTreatsMiami.com for a bakery in Miami. You can also use a location-specific domain extension, such as .co.uk, but keep future growth in mind if you plan to expand globally.
07. Stay on brand with your name
A great branding strategy is made up of many different elements that come together in telling one cohesive story. As Wix's head of brand maker, Yaya Aaronsohn, says:
"At its core, branding hinges on trust. Think of it as a relationship between two individuals: the customer and the brand. Within this relationship, authenticity plays a critical role. It builds trust and creates emotional bonds. It fosters consistency, engagement and reduces reputation risks."
Align your domain with your website, social media handles and overall brand voice to keep your online presence consistent. Your domain can match your business name, a variation or include a relevant keyword. If you’re still naming your business, brainstorm catchy options using a dictionary, thesaurus or business name generator. Make sure the final choice is brandable, unique and easy to remember, like “bakingwithsam.com” instead of “samteachesbaking.com.”
Learn more:
08. Include keywords for SEO
Including a relevant keyword in your domain can help both visitors and search engines understand your website, boosting your SEO and click-through rates. Use keywords naturally and in moderation, since overloading your domain can feel spammy. For example, a poke restaurant website could use “alohapokeshop.com,” while a photography portfolio might choose “jimsmithphotography.com” or “nycweddingphotos.com.”
Domains that contain a relevant keyword have a slight but measurable correlation with higher click-through rates from search results.
As Tom Smith, marketing team member at University Frames, Inc. found, SEO and discoverability were paramount when they chose their business domain name. Tom notes:
“We considered keywords frequently searched by our target audience. By incorporating 'university' and 'frames,' we ensured our domain naturally aligned with popular search terms, boosting visibility."
One of the best SEO tips to keep in mind is to consider the keywords your target customers or users search for to find a similar product or service, and consider using that within your domain name. Another option is to research what competitors use and if it's relevant to your business.
09. Be descriptive
While this tip may not be the case for every business or brand, it certainly can make an impact depending on your target audience and offering. For Featured.com this was a particularly important consideration for their brand.
As CEO Brett Farmiloe says, “Pulling the trigger on acquiring Featured.com wasn't an easy decision. It was pricey, especially for a young startup like ours.”
“What put me over the edge on the acquisition was the descriptiveness of the domain. We help people get featured in the media. Featured.com is the perfect, most descriptive word that accurately captures our customer value proposition. The simplicity is priceless and has dramatically impacted the growth of our business.”
10. Pick the right domain extension
A domain extension, also known as TLD (top-level domain), is the suffix at the end of your domain name. This rightmost segment of your site’s address serves to identify some of its key elements, such as its purpose, location or owner.
While the most common extensions are .com, .org and .net, there are many types of domains that can serve different needs and offer alternatives in case your first domain name choice is already taken.
When exploring less common TLDs, it’s important to research their reputation, as some newer extensions may have higher rates of abuse. Choosing a trustworthy TLD ensures your website remains credible and aligns with your brand. (Check out the best .com alternatives, according to 33 business owners.)
Jeffrey Gabriel, the CEO of Saw.com Incorporated, says, “Try to find a domain that is easy to spell and remember, in a domain extension your audience is comfortable with, and matches the brand of the business.”
“If a company is B2B with a specific focus on selling to very tech-savvy individuals using a .AI or a .IO domain extension, it might make perfect sense, but if it focuses on consumers in the English market, then a co.uk might be the best option. Companies looking to have a presence in many different markets should always lean toward a short, easy-to-spell and memorable.COM domain that is easy to spell and remember in many languages.”
Let’s take a look at what some of these domain extensions are used for:
.com: When it comes to what .com is, this widespread domain extension is almost synonymous with the web. Standing for “commercial,” it's the most trusted and well-known TLD, and when in doubt, it’s usually the best option. .com domains are generally considered more credible, as users tend to trust them more than less common extensions. According to Stanford University research, .com domains have 37% higher user trust compared to other extensions. The “.com” extension is associated with for-profit businesses. For example: wix.com. Other business-related TLDs are .biz, .tech, .digital or .company.
.net: Referring to networks and what .net is, it's the second most common extension and is generally used by service providers such as website hosting, databases and collaboration tools.
.org: Short for “organization,” this domain extension is most often used for non-profit and charitable organizations. For example: wikipedia.org.
.info: This extension is an abbreviation for “information” and is primarily reserved for informative or educational sites.
.me: An extension that’s highly fitting for an online resume, blog, portfolio website or personal brand. You can also consider .blog for a blog website specifically or .tv for entertainment related sites. Alternatively, both .site and .website are considered wide-ranging TLD. Other options to consider include: .me, .email, .fun, .world, .solutions, .top, .ninja, .art, .pictures, .directory, .studio, .cloud, .live, .party
.co: Originally the country code top-level domain (ccTLD) for Colombia, .co has evolved to become a popular choice on the global stage. Often associated with “company,” it’s widely used by startups and entrepreneurs looking for a short, memorable, and innovative domain extension.
.ai: Originally the country-code domain for Anguilla, .ai has taken on a new life as a go-to for artificial intelligence companies, tech startups and digital products. Its rise reflects the booming AI sector—it now sees over 20,000 new registrations monthly, a trend likely to accelerate as AI adoption grows. While still technically a ccTLD, .ai is widely treated as a generic extension in practice and signals forward-thinking innovation to users and investors alike.
ccTLD: Country code top-level domains are domain extensions that show off your physical whereabouts and might give your local SEO a boost. For example, “.de” for Germany, “.fr” for France, ".nl" for the Netherlands, ".mx" for Mexico, ".br" for Brazil, ".be" for Belgium, “.co.uk” for the United Kingdom are all ccTLDs that signal local relevance to search engines.
Learn more: New top-level domains and most popular domain extensions
11. Do your research
Before buying a domain, make sure it doesn’t infringe on trademarks or copyright and isn’t already used by another brand. Check availability through domain registration sites. The domain name registration system, for example, maintains a database of all registered domain names and their IP addresses. All of this information is freely open to the public.
It’s also smart to investigate domain history. If you’re buying a pre-owned domain, tools like the Wayback Machine or WHOIS history can show how the domain was previously used. This helps you avoid potential SEO penalties or reputational issues from past misuse.
Learn more: Domain lifecycle, How to find the owner of a domain
12. Check for trademark issues
Before choosing your domain name, take a moment to check for trademark issues. This simple step can save you from legal complications down the road, like disputes, rebranding or even losing your domain.
Start by searching for existing trademarks that might overlap with your chosen name. Use free tools like the USPTO trademark search database or resources available in your country. If your business operates internationally, the WIPO Global Brand Database is a helpful option for broader searches.
Keep in mind that while many domain registrars check domain availability, they don’t screen for trademark conflicts. For added peace of mind, consider consulting a trademark attorney or legal professional—especially if your domain name is crucial to your brand.
13. Think long term with your domain name
If you plan to grow your brand, start thinking ahead. Consider securing a few variants of your domain—different extensions like “.com” and “.net,” or slight name variations—to protect your brand and keep your options flexible. You can even connect multiple domains to the same website to maintain consistent branding while leaving room to expand.
If your ideal domain is taken, look into premium or pre-owned domains. They often come with built-in authority, SEO value or a stronger brand presence, giving your business a head start.
Choose a domain that won’t limit future growth. For example, a beauty parlor offering nail services today might later expand into hair or spa treatments, so pick a name broad enough to cover future offerings. A flexible domain also makes it easier to create email addresses that grow with your business.
Remember, personal sites and business websites have different needs. Personal domains can be creative and interest-driven, while business domains should be professional and consider competitors. If you need ideas, a website name generator can help you brainstorm names that stand out.
14. Act fast when securing your name
Once you have made up your mind, you should register your domain name as soon as possible in order to ensure no one beats you to it. To do this, simply find an accredited domain registrar that will deal with the ICANN (Internet Corporation for Assigned Names and Numbers) on your behalf (looking through a list of the best domain registrars can help you with this process). They’ll protect your domain name and ensure that it remains yours and only yours for the entire duration of your purchase.
If you’re curious as to how much a domain name costs and if you can get a free domain, note that prices vary based on different factors like the domain extension and the terms you select (such as securing a domain for a longer period of time). However, there are many website hosting platforms that include the first year of domain registration for free.
By combining both a website host and a domain registration, these plans allow for an all-in-one business solution, where you can seamlessly build your website, purchase your domain, and enjoy professional online tools, all under one website infrastructure roof.
Learn more:
15. Match your domain with social handles
Your domain name is only one part of your online identity. To build a consistent brand, make sure the same (or very similar) name is available across major social platforms like Instagram, TikTok, YouTube and LinkedIn. This way, customers can easily find and recognize you no matter where they interact with your brand.
Before you commit to a domain, do a quick search to confirm that matching handles are free. If they’re already taken, consider slight variations that still feel on-brand and easy to remember. The goal is to keep your name uniform, simple and unmistakably yours across every channel.
What to avoid when choosing a domain name
Picking the right domain name sets the tone for your website, so it’s just as important to know what to avoid.
Trademarks and legal issues: Check that your name doesn’t step on any existing trademarks. It’s easier to avoid legal headaches from the start.
Complicated or unconventional spelling: Weird spellings or slang can make your domain tricky to remember or share. Keep it simple.
Double letters: Extra letters might trip people up when they’re typing your domain.
Unintentional word merging: Watch out for accidental phrases that could confuse visitors. For example, “bestgiftshop” might read as “best gifts hop.”
Numbers and hyphens: These can make your domain harder to type and remember. People often forget where to put them.
Overly long names: Shorter is sweeter. Easier to remember, share and fit on business cards or marketing materials.
Too generic: Names that are too general can get lost among competitors. Choose something memorable that reflects what you do.
According to Lori Appleman, the Co-Founder of Redline Minds:
"After 25 years working with online stores, I've seen countless businesses lose money because they picked domains that were too long or complex. The #1 rule I give clients is: if you can't say it clearly over the phone without spelling it out, pick something else. Think about your customer's shopping journey. When someone's rushing to find your site after seeing your product at a trade show, they need to type it quickly and accurately."
Why is choosing the right domain name so important?
But fully understanding what a domain name is, and what a subdomain is, you can understand just how much impact it has when planning how to make your website. Here's why choosing the right domain name is so important.
Be perceived as a professional: Acting as your brand’s address online, a well thought out and customized URL will contribute to your site’s professionalism and authoritativeness, making your company appear more professional from a first look.
Make your website easy to find: By picking a good domain name for your website, you can make it more memorable and help potential visitors find it with ease. A domain that represents your business while being easy to remember means more eyes on your site.
How do you buy a domain name that’s not listed?
Acquiring a domain name that is not listed for sale requires a more personalized approach, as the current owner has not yet expressed their intent to sell the domain publicly. You'll need to:
Identify the domain name: Clearly define the domain name you are interested in acquiring. Consider factors such as keyword relevance, brand alignment and memorability.
Research the owner: Use WHOIS lookup tools to gather information about the current domain owner, including their contact details. This information will be crucial for initiating communication.
Direct contact: Compose a personalized email or letter directly to the domain owner expressing your interest in purchasing the domain name. Be respectful, professional and clearly convey your reasons for wanting the domain.
Offer negotiation: Propose an initial offer for the domain name based on your research and understanding of its value. Be open to negotiation and willing to compromise to reach a mutually agreeable price.
Persistence: Understand that acquiring an unlisted domain name may take time and effort. Follow up with the owner politely and professionally, demonstrating genuine interest without being overly pushy.
Alternative options: Explore alternative options if the initial contact or negotiation proves unsuccessful. Consider using domain marketplaces, expired domain auctions or alternative domain names that align with your objectives.
How to choose a domain name FAQ
What's considered a good domain name?
A good domain name is one that's memorable, easy to spell and relevant to your brand, business or purpose. It should be concise, avoiding hyphens and numbers that may cause confusion. Additionally, a good domain name reflects your identity and is unique, helping you stand out in the online space. Consider choosing a name that aligns with your content, is easy to pronounce and has a positive connotation.
What to look for when buying a domain name?
When buying a domain name, consider the following factors:
Relevance: Ensure the domain name reflects your brand, business or content.
Memorability: Choose a name that is easy to remember for visitors.
Simplicity: Avoid complex spellings, hyphens or numbers to enhance clarity.
Keywords: Include relevant keywords to improve search engine visibility.
Availability: Check for domain availability and consider variations if your first choice is taken.
Domain Extension: Select an appropriate domain extension (e.g., .com, .net, .org) based on your goals.
Legal Considerations: Check for trademarks and ensure your chosen domain doesn't infringe on others' rights.
Domain History: Investigate the history of the domain to avoid any potential issues.
How do I go about buying a domain name?
Decide on your domain name
Check its availability, with a domain search tool
Choose a domain registrar, like Wix
Register your domain name
Pay and confirm the purchase
Connect to your website
Really stuck for a domain name, how can I find one?
Brainstorm with business partners, or even friends and family
Use a domain name generator to get access to hundreds of potential names
Use a thesaurus to find ideas for names or to use to combine words together to make a name
Be inspired by what you read, watch and experience around you
How does website hosting impact my domain choice?
Your domain name should align with your hosting needs. For example, if you plan to launch an online store, choosing a domain that supports eCommerce hosting adds convenience and scalability.
How do I find the domain name I want?
Start by brainstorming words related to your brand, business or niche. Use a domain name generator to spark ideas and test different combinations, synonyms or word pairings. Check domain availability through a registrar’s search tool and if your first choice is taken, explore alternate domain extensions or variations that still feel true to your brand.
What if my preferred domain name is taken?
If your ideal domain name isn’t available, you have a few options: add a relevant keyword, location or niche term to your name, try a different domain extension or consider a slight spelling variation. You can also look up the domain’s owner via a WHOIS lookup and inquire if it’s for sale or keep an eye out to see if it becomes available in the future.
How does domain privacy affect my website?
Domain privacy, also known as WHOIS protection, shields your personal contact details from being publicly visible in the WHOIS database. This helps protect you from spam, phishing attempts and identity theft. Many domain registrars, including Wix, offer free domain privacy for eligible domains — it’s a smart, no-cost way to keep your personal information private.
Can I change my domain name later?
Yes — you can register a new domain at any time and connect it to your existing website. Just be aware that changing your domain may affect your SEO, existing backlinks and user familiarity. To maintain traffic, it’s a good idea to set up proper redirects from your old domain to the new one and update your links across social media, email signatures and business listings.
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