How to choose a domain name

Start with the business, not the extension

Write down what you sell, who it helps, and the feeling the name should create. A descriptive name can explain the offer immediately. A more distinctive, brandable name can leave room for the business to expand.

Make it easy to say and type

Say the name aloud to someone who has never seen it. If they can spell it without help, it passes a useful test. Avoid unnecessary hyphens, numbers, awkward letter combinations, and words people commonly misspell.

Choose a name people can remember

Shorter is often easier, but clarity matters more than reaching an arbitrary character count. Prefer a name with a clear sound, a distinct idea, and no extra words that add little meaning. Do not force keywords into the name simply for search engines.

Pick an extension that fits

A familiar extension can be easier for customers to recognize. Alternatives can work when they suit the product or audience, but always read the full address aloud and check that it cannot be misunderstood.

Check before you commit

• Confirm the domain is available and review both first-year and renewal prices.
• Search the name on the web and check relevant trademark databases in the markets where you will operate.
• Look for confusingly similar companies, products, and social handles.
• Review a previously used domain’s history before buying it.
• Register through an ICANN-accredited registrar or understand when a seller is acting as a reseller.