Your Name on the Internet
Choosing a domain name is one of the first things you do when taking your business online — and it's worth getting right. It's the address people type, the thing on your business card, and often the first impression someone has of your brand.
The good news: it's not that hard. A few simple guidelines will steer you in the right direction.
The Golden Rules
Keep it short
The shorter, the better. People need to remember it, type it, and say it out loud. joesbakery.com beats joes-best-bakery-in-hartford.com every time.
Make it easy to spell
If you have to spell it out every time you say it on the phone, it's too complicated. Avoid unusual spellings, double letters that trip people up, and words that sound like other words.
Match your business name
Your domain should be your business name or as close to it as possible. Customers will look for you by name — make sure they find you.
Skip hyphens and numbers
bobs-plumbing-123.com looks spammy and is hard to communicate. bobsplumbing.com is clean and memorable.
What Extension Should You Use?
The part after the dot matters less than it used to, but it still matters:
.com— Still the default. If it's available, grab it. People will type.comout of habit..netor.co— Solid alternatives if.comis taken.shop,.studio,.tech— Newer extensions that can work well if they fit your brand.jane.studiofor a design studio? That works..org— Traditionally for nonprofits. Can be confusing for a business.- Avoid obscure extensions —
.xyz,.info,.bizcan look unprofessional or spammy
What If Your Name Is Taken?
This happens a lot. Here's what to try:
- Add your location —
joesbakeryct.comorjoesbakeryhtfd.com - Add what you do —
joesplumbingservices.com - Try a different extension —
joesbakery.coorjoesbakery.shop - Don't pay a fortune for a premium domain — Unless you're building a national brand, a $5,000 domain name isn't worth it for a small business. Find a good alternative instead.
Before You Buy
A few things to check:
- Search for it on social media too — If you want
joesbakery.com, make sure @joesbakery (or close to it) is available on Instagram, Facebook, etc. - Say it out loud — Does it sound right? Is there any accidental word combination that reads wrong? (This is more common than you'd think.)
- Google it — Make sure there isn't an existing business with the same or a very similar name in your area
- Check trademarks — A quick search at USPTO can save you headaches down the road
Where to Register
A few good options:
- Cloudflare Registrar — Domains at wholesale cost, no markup. Straightforward.
- Namecheap — Good prices, easy to use, free privacy protection
- Squarespace Domains — Clean interface, includes privacy protection
- Porkbun — Affordable with a fun interface
Avoid registrars that lock you in with hidden fees or make it hard to transfer your domain later.
The Bottom Line
Don't overthink it. Pick something short, memorable, and easy to spell. Get the .com if you can. Register it under your own account so you always have control.
Need help picking or registering a domain? We can help — it takes about 10 minutes.