Your domain name is one of the first impressions your business makes online. It needs to be memorable, easy to spell, and relate to your brand. However, many businesses make common mistakes when registering domain names that can hurt their brand down the road. Avoid these 5 common domain name blunders as you search for domains to boost your business visibility.
1. Getting Creative with Spelling
It’s tempting to get creative with spelling to find an available domain name relating to your business. However, unusual spellings can trip up potential customers trying to find your site. For example, “komputrrepair.com” may be available when “computerrepair.com” isn’t, but that k instead of a c will leave visitors puzzled.
Stick to simple spellings that clearly represent your brand and are easy for customers to grasp. Spelling out full words instead of using shorthand or acronyms is also best for clarity.
2. Not Researching Thoroughly
Another mistake is failing to thoroughly research your domain name before registering it. Just because a domain name is technically available to register does not mean someone else doesn’t have a legal trademark claim to that name.
For example, if you registered petstoreonline.com without checking, you may soon receive a cease and desist letter from Petstore Inc saying they own the trademark for that brand. Thoroughly research any names you are considering at the US Patent and Trademark Office website to avoid this blunder.
3. Using Limiting Extensions
Choosing the wrong domain name extension can also limit your brand’s ability to rank and be found online. For example, newer domain extensions like .guru and .solutions may seem appealing, but many users still instinctively stick to searching for .com addresses by default.
When available, always opt for the .com version of your primary domain name so as not to place any unnecessary mental speed bumps between potential visitors and your site.
4. Making it Overly Long
Don’t make your domain so long customers can’t possibly remember it. Names with multiple hyphens, numbers, and unclear abbreviations (like adltlrnctr.com) are tough for customers to accurately grasp – and pass along via word of mouth referrals.
Keep it short, sweet, clear, and brand-related. Sites like smalltowncoffeehouse.com or janesgardening.com spell things out while remaining retrieval-friendly in length.
5. Not Considering Brand Impact
Lastly, go beyond availability and ensure your domain name is a fit for your actual business brand before locking it in the long term. Just because bluecowmotel.com makes you chuckle and is not currently in use does not mean it is the right domain brand association you want customers making now and years into the future.
Give careful consideration to what domain name best reflects and elevates your brand’s image appropriately over the many years you will depend on this digital real estate for your online visibility. The brand impact of your domain choice goes much deeper than a “this sounds cute and is still available” type decision if you hope to build a serious, sustainable market presence.
The Importance of Domain Extensions
A key part of choosing the right domain name involves selecting the proper domain extension. The extension is the end portion following the “dot” that signifies what type of domain it is. For example, in “smalltowncoffeehouse.com”, – .com is the domain extension.
- Go with .com for branding: The .com extension is still viewed as the default for commercial sites.
- Consider .net if .com isn’t available: .net is the next best option when the .com is taken.
- Use niche extensions sparingly: Extensions like .pizza and .tech may relate to your business, but niche extensions are sometimes best for microsites rather than a whole business’s main domain.
Conclusion
Follow these tips when searching for domains to avoid common pitfalls and set your business up for the best brand impression possible online with your primary domain choice. Research thoroughly, choose easy-to-spell options with popular extensions like .com, make it short and memorable, and ensure it aligns positively with your brand before committing.
