Seven mistakes people make choosing a domain
· 2 min read
A domain is a small yearly cost — but choose badly and you will be spelling it out on the phone for years.
A domain is the cheapest and most permanent part of a website. Changing it later resets your search rankings, your printed material and the address in your customers' heads. Get it right the first time.
1. A name you cannot say on the phone
The best test: say it aloud and see whether the other person can write it without asking you to spell it. Hyphens, digits and ambiguous letters all fail that test.
2. Accented characters
Technically possible, practically a problem: hard to type, awkward in email addresses, rejected by some systems. Use plain letters.
3. Making it too long
Do not try to fit your full registered company name into the address. Short and memorable wins. Two words, three at most.
4. Hyphens and numbers
Addresses like "aircon-service-34.com" look cheap and nobody remembers them. If the name you want is taken, think of another name rather than adding a hyphen.
5. Picking the extension carelessly
If you trade locally, the country extension or .com should be your first choice. Fashionable extensions inspire less trust and often carry surprising renewal prices.
6. Choosing something close to an existing brand
Addresses that resemble a known brand create trademark problems, and the domain can be taken from you. Make sure yours is not confusable with a registered mark.
7. Letting someone else register it in their account
This is the most expensive mistake on the list. The domain must be registered in your name, in an account you can log into. If it sits in your web agency's account, it stays there when you part ways. Also put the renewal date in your calendar — an expired domain can be taken by someone else within days.
Final checks before buying
- Is the same username free on social media?
- Does it mean something else when said out loud?
- Does its pronunciation cause problems in English?
- Is there a company you would be confused with?