- Tom Pasha
- Sep 11
- 5 min read
Updated: Sep 15
The perfect domain is just a click away: claim your domain→
Not long ago, a .com address felt almost non-negotiable for anyone building a website. Without it, many people wouldn't take your business seriously.
Over the past decade, though, I’ve watched niche top-level domains (TLDs) such as .io, .ai and .app steadily gaining traction. The domain landscape is now far more varied. For some founders, these alternatives open up short, brandable names when the ideal .com is taken. For others, they just feel more modern and match the brand vibe better.
If you’re weighing whether one of these niche TLDs is right for you, here’s how I like to think about it.
Why are niche-focused domains becoming more popular?
For example, when tech company Notion was just starting out, they used notion.so. The .so extension didn’t directly match their industry, but it let them launch with a clean, one-word domain, and helped kick off a mini-wave of .so usage.
On Reddit, a Notion-affiliated account explained: “We chose .so when we were starting out (lots of other companies named Notion, and .so was available).” As Notion grew, they acquired notion.com; if you type notion.so today, it simply redirects you to notion.com.
Beyond being alternatives to .com, niche TLDs offer distinct advantages:
Fits your brand or industry: Extensions like .ai or .app instantly communicate a category or product type.
Easier to find the name you want: Short, clear names are often easier to find off .com.
Memorable for the right audience: Among tech-forward audiences, .io and .ai can feel fresher and easier to recall than a compromised .com.
Widely recognized globally: While some are rooted in country codes (e.g., .ai for Anguilla), many users no longer see them as country-specific.
What’s the catch?
Just because you can buy a niche TLD doesn’t mean it’s the right move. Lesser-known extensions still come with trade-offs:
How people see it: Many people still trust .com more, so newer TLDs might feel unfamiliar or less credible.
The impression it gives: Extensions like .ai suggest innovation, but they can also attract short-term or opportunistic projects, which may affect how some industries see you.
Email delivery risk: Certain TLDs are more likely to be flagged as spam. For example, Notion’s early use of .so faced issues because that domain is linked to Somalia.
Geographic baggage: Country-code domains can make people assume a connection to a specific location or legal system.
Policy changes: Smaller or specialized registries control many TLDs, and their rules can change over time.
Pros of a niche-focused domain | Cons of a niche-focused domain |
Communicates your industry (e.g., .ai, .app) | Some users may not recognize or trust it |
Easier to secure short, unique domains | Certain TLDs can attract low-quality projects, affecting reputation |
Feels modern and can be memorable | Greater chance of email being filtered as spam for some extensions |
Often treated as global rather than country-specific | Some TLDs may still be tied to a specific country |
Quick availability for new businesses | Registry rules and policies may change over time |
When should you choose a niche-focused domain? 5 questions to ask
When choosing a TLD, focus on what fits your strategy rather than just following trends. Your domain is an important part of your brand identity, but it’s not the whole brand.
A clear, memorable name on a newer TLD can be just as powerful as a .com, especially when it’s backed by a strong story, product and marketing strategies. At the end of the day, it’s your brand that carries the domain, not the other way around.
Use these questions to evaluate fit.
Related reading: The best .com alternatives
01. Who is my audience, and how comfortable are they with newer TLDs?
Assess how your users browse and what they expect. Do they respond better to a tech-forward extension (like .io and .ai) or a traditional .com?
Avoid guessing. Review competitors, peer brands and the online communities where your target customers hang out.
Take a note from Echo Wang, CEO and founder of EpicBooks, who once told us that one of his top domain name mistakes was choosing an extension without considering long-term trust. “I went with epicbooks.io because .com wasn't available, and .io felt modern and tech-forward,” he said. “I quickly learned not everyone in my audience is comfortable typing or trusting .io. Some assumed it was a typo. Others weren't sure if it was a real site. I had to work extra hard to build credibility.”
Echo added that a niche domain can still work well, but “you’ll need to double down on brand awareness to make it stick.”
02. Is a certain TLD recognized and trusted in my industry?
Some extensions have strong associations. For example, .org is often associated with nonprofits, while .app is associated with apps and software. When you’re picking a TLD, make sure it reinforces your positioning.
Scan category leaders and close competitors. If they’re already using a niche TLD, your audience may be more open to it; if not, you may face more friction.
Read also: .Org vs. .com vs. .net
03. How reliable is email deliverability for this TLD?
Some TLDs are flagged by spam filters more frequently than others. That’s why it’s worth researching how major providers view the TLD you’re eyeing.
Run tests before committing to a domain and sending mass emails. Make sure your email is verified. Then, send test emails to Gmail, Outlook and other providers to confirm your emails land in the inbox.
04. Can I secure other relevant TLDs for brand protection?
Even if you use a niche TLD, owning the .com (or close alternatives) helps protect your brand and prevent confusion and competitor domain hijacking. At minimum, get the .net version of your domain, plus any TLDs that are highly relevant to your industry, and check that the .com isn’t taken by a direct competitor.
As Taras Tymoshchuk, CEO and cofounder of Geniusee, told us before: “We have seen many cases where startups or even experienced sites have chosen .io simply because .com was taken. However, customers will search for .com and come across other companies. This creates confusion and reduces trust. If .com is taken, I advise you to make sure that the new extension doesn’t lead directly to someone else's brand—or even worse, a competitor’s.”
05. Does this domain extension align with my long-term brand strategy?
Consider the markets, product lines and audiences your business will want to target in the future. Will the TLD still fit if you expand? I’ve seen many businesses outgrow their extension if they launch new products or enter new markets.
Avoid painting yourself into a corner by picking an extension that’s just trendy or fun. Instead, pick a TLD that’ll still be relevant years from now, no matter how your business grows.
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