How to choose a great domain name

Choosing the correct domain name is critical for the success of your website. A poorly chosen name can make it difficult for your audience to find your site, and remember it for later.

A domain name is the address of your site that a visitor types into their web browser. An example of a domain name is:

    www.google.co.uk

When looking for a domain name, you should consider these key criteria. Some points listed may be more or less relevant depending upon your specific requirements:

• It must be easy to say, easy to spell, and easy to remember. If customers have found it once will they remember your name and be able to navigate back?
• It should not be easily misspelled or have multiple spellings (Hair & Hare or Me2.com & MeToo.com, for example). If there are multiple spellings or is hard to spell, you must be able to register them all to ensure your customers get to your site.
• If you are known by numerous names then ensure they are all registered as domain names and pointing back to the main site to ensure you don't miss out on business. Weigh up the costs of registration against the value of a missed order/customer, e.g. Distinctive Acting Agency; you could register www.daa.co.uk or www.distinctiveacting.co.uk or www.distinctiveactingagency.co.uk or actingnow.co.uk the possibilities are endless!
• It should be relatively short.
• Ideally, it will tell something about what you do. aworldapart.com is a good name, but it doesn't say a lot about what you do (Travel Agent? Shipping Company? Outreach Programme?), expertplumbing.co.uk, on the other hand, tells you a lot.
• Ideally, it will also conjure up a visual image that will make it easier to remember. "Purple Cow Farm", for example, isn't something you would easily forget.
• Avoid choosing domain names that already have similar counterparts online, if you choose one of these visitors might end up on your competitor’s site rather than your own because they typed in the wrong domain name. If you register cheapdogcollars.co.uk and cheapdogcollars.com is already registered this may lead to confusion for your audience.
• If possible, avoid hyphens.
• Domain names can be a maximum of 67 characters.
• Be sure to use your domain name at every opportunity. On the bottom of all emails, business cards, headed paper - mention it on every possible occasion.

For each name you are considering, consider these four aspects:

• Memorability - Is the name easily remembered?
• Positive Image - Does the name portray a positive or negative image?
• Professionalism - Does the name conjure visions of a solid, professional organisation, or a one-man/woman show?
• Accuracy - Does the name best reflect the business you are in?

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