Choosing a domain name feels easy… until you actually try to do it. Suddenly every name you love is taken—usually by someone who last updated their website back when flip phones were still a thing. Over the years, I’ve helped a lot of clients sort through their options, and I’ve learned that a good domain name does more than give you a place to park your website. It’s part of your brand, your marketing, and your first impression.
Here are the five things I always keep in mind (and gently warn clients about) when picking a domain.
1. Keep It Short, Simple, and Easy to Remember
If someone can’t repeat your domain after hearing it once, that’s a sign it needs some work. A great domain should be so effortless that people can remember it without pulling out their phone to “just double-check.”
I always aim for domains that are:
Easy to say
Easy to spell
Easy to type
The fewer chances someone has to mess it up, the better for everyone involved.
2. Make Sure It Actually Matches Your Brand
A domain name doesn’t need to be wildly creative—it needs to make sense. If your business is “Sunrise Creative Studio,” then sunrisecreative.com is going to build a lot more trust than sunrise-studio-designz.biz (please, no).
Your domain is basically the digital version of a first handshake. Make it strong, not confusing.
3. Pick a Domain Extension That Fits What You Do
“.com” is still the default because people type it without thinking. But plenty of other extensions are not only acceptable—they can actually make your brand feel more intentional.
Some great options include:
.co
.net
..org (if nonprofit)
.us
If the .com version is taken, there’s no need to wrestle the internet for it. Just pick something clean, relevant, and professional.
4. Skip the Hyphens, Numbers, and “Fun” Spellings
No one has ever complimented a URL for having a well-placed hyphen. Hyphens, numbers, and creative spellings only lead to confusion. And every time you have to explain your domain—“It’s the number 4, not spelled out”—you lose a little piece of your soul.
Keep things simple, smooth, and typo-resistant. Your future self will be grateful.
5. Think Long-Term (Because Your Business Will Grow)
Before committing to a domain, take a quick glance into your future. Ask yourself:
Will this still fit if I add new services?
Will it still make sense if I expand into new locations?
Will future-me roll my eyes at this decision?
Your domain should be flexible enough to grow with you—because rebranding everything later is… well, let’s call it “an experience.”
Final Thoughts
Your domain may seem like a small detail on the surface, but it sets the tone for your online presence. When you choose something clear, memorable, and aligned with your business, you give yourself a strong foundation to build on.
If you ever want help brainstorming options or narrowing down the list, I’m always happy to jump in. It’s honestly one of the fun parts of the web design process.
