How to choose a domain name for your website.

First things first-don’t spend too much time trying to dream up the perfect domain name, because in the vast majority of cases, it simply doesn’t exist. Even if you do come up with something ideal, chances are it’s already been registered. A more effective approach is to brainstorm 15–20 strong domain name ideas upfront. Once you have a solid shortlist, you can check their availability using a tool like the Bluehost Domain Search Tool.

Bluehost will also offer suggestions for alternative or similar domain names if your original ideas are taken. You can try it out directly on their site or use our embedded domain name search tool below:

Whenever possible, you should aim to secure a domain name with a “.com” extension. It’s the most established, trusted, and widely recognised top-level domain (TLD) on the internet. Not only is it easier for users to remember, but many people will automatically assume your website ends in “.com” when typing it into a browser or search bar.

According to Domain Name Stat, over 41% of all registered domains use the .com extension-a clear indication of its dominance and familiarity.

While some well-known websites do use other TLDs such as .net or .org, and newer, trendier domain extensions (like .tech, .design, or .store) are growing in popularity, .com remains the gold standard. If it’s available, do everything you can to secure it-especially if you’re building a brand or business with long-term goals.

Source: https://domainnamestat.com/statistics/tld/others

Experts recommend keeping domain names under 15 characters where possible. Many of the world’s most successful custom website designs use concise domain names-examples include wikipedia.org, amazon.com, and youtube.com. These major websites, all under 10 characters long, ranked among the 25 most visited in the world in 2020, according to SEMrush.

Shorter domain names are not only easier to remember, they’re also more mobile-friendly-a key consideration now that more than half of all web traffic comes from mobile devices. Short domains reduce the risk of spelling errors, make typing easier, and improve the likelihood that users will find you without frustration.

Avoid using slang (e.g., “u” instead of “you”) or uncommon spellings, as these can confuse users and impact your credibility. Simplicity leads to clarity, and clarity leads to trust-especially important when it comes to your domain.

It’s just as important that your domain name is easy to pronounce as it is to spell. If people can say it aloud confidently, they’re far more likely to remember it and share it with others through word of mouth.

Whether you’re networking in person or sharing your domain over the phone, you should be able to say it clearly without hesitation. A confusing or hard-to-pronounce name creates friction and can leave a poor impression.

This is especially crucial if you plan to use your domain name as part of a professional email address, such as david@abc.com. Consistency, clarity, and ease of use are key factors in building a trustworthy brand.

Including relevant keywords in your domain name can strengthen both your branding and your SEO strategy. For instance, if you run a travel agency, a name like cozytravel.com not only describes your service but also creates an emotional connection by suggesting a comfortable, stress-free experience.

There are two major benefits to keyword-based domain names:

They give potential visitors an immediate understanding of what you offer.

They can help improve your site’s visibility in search engine results, especially when the keywords align with user search behaviour.

To discover high-performing keywords your audience uses, you can explore tools like the SEMrush Keyword Magic Tool. This will help you identify strong keyword combinations that could be used creatively within your domain name.

A brandable domain name is distinctive, memorable, and speaks directly to your identity. Examples like amazon.com and apple.com demonstrate how simple, elegant naming can lead to exceptional brand recognition. Compare this with generic domain names like buystuffonline.com-while descriptive, they lack personality and branding power.

Your goal should be to craft a domain name that sets you apart in your industry. Start by researching other businesses and blogs in your niche. What trends are you noticing? How can your name offer a unique twist?

However, be mindful of legal implications. Avoid using names that are too similar to existing brands or trademarks. You’ll want your domain to be original, legally safe, and capable of growing with your business over time.

More on Trademarks later

It’s helpful if your domain name gives users an immediate sense of what your website is about. If a visitor can guess your business offering just by reading your domain, you’ve already created instant clarity. For instance, cozytravel.com immediately suggests a travel-related business, with a warm and inviting tone.

However, this strategy doesn’t apply to every type of brand. If you’re aiming for a broader or more brand-centric identity-like apple.com or amazon.com-the domain may not describe the product or service at all. Apple doesn’t sell apples, and Amazon isn’t a rainforest supplier. These brand names have been built into icons over time, proving that clarity isn’t always essential-provided you plan to invest in brand awareness.

An Exact Match Domain (EMD) is a domain that matches a commonly searched keyword or phrase exactly-for example, buycheapairlinetickets.com. These domains historically ranked well in search engines by directly targeting what people were typing into Google.

While EMDs can still provide SEO benefits, Google’s algorithms have become more sophisticated. If your website lacks quality content or appears spammy (such as containing mostly affiliate links), Google may penalise it or rank it lower than more trustworthy sources.

That said, EMDs still offer advantages:

They’re often easy to remember and pronounce

They make the website’s purpose immediately clear

They can become valuable assets or be sold later at a premium

If you can acquire an EMD for your niche-and back it with strong content-it could be a smart investment for long-term growth.

Manually searching for domain names can be time-consuming and discouraging, especially if your top choices are already taken. That’s where domain name generators come in handy. Tools like Bust a Name and Namecheap’s Beast Mode Generator allow you to enter a keyword and instantly receive hundreds of available domain ideas.

Source: Namecheap’s Beast Mode Generator

You can also try JustDropped by GoDaddy, which lists recently expired domain names. This can be a great way to grab high-quality domains that have just become available.

Today’s domain landscape includes a wide range of non-traditional Top-Level Domains (TLDs) beyond the standard .com. These include industry-specific options like .design, .shop, and .blog, as well as country codes like .ly, .io, and .it. Used creatively, these TLDs can help form memorable and meaningful domain expressions.

For example, Microsoft Translator uses translate.it, which doubles as a catchy and complete sentence. This sort of domain strategy can enhance branding and memorability-especially for tech startups, creative industries, and personal portfolios.

While .com remains king in terms of trust and recognition, don’t be afraid to explore modern TLDs if they align with your brand and are used strategically.

If your brand name is commonly misspelled-or easy to mistype-it’s wise to register the most likely errors and redirect them to your primary domain. This helps prevent traffic loss to competitors or opportunistic typosquatters who profit from capturing accidental visits.

For example, imagine typing thesaurus.com in a rush-one typo could send users to an entirely different website. The more popular your domain becomes, the more essential it is to secure these alternatives and protect your brand.

Of course, registering multiple domain variations will increase your yearly renewal costs, but it’s a small price to pay to safeguard your online presence.

When choosing a domain, think long-term. Your business will likely evolve, so avoid choosing a domain name that limits your offerings. For instance, computeraccessories.com might be fine today, but what happens if you expand into other electronics tomorrow? A broader name like electricwarehouse.com leaves room to grow.

It’s also important to steer clear of overly trendy or gimmicky names that may not age well. Stick with something timeless, brandable, and flexible that can grow with your business.

In a saturated digital space, your ideal domain name may already be taken-often by a competitor. That’s why it’s useful to research the domain names your competitors use. Do their names align with industry norms? Are they keyword-focused, brand-centric, or creative? This insight can help you decide whether to follow a similar pattern or take a more unique approach.

Your goal should be to stand out while still fitting within your market. Analysing competitors will also help you identify what works well (or doesn’t) when it comes to domain structure and branding.

When selecting a domain name, it’s best to avoid hyphens, numbers, and acronyms. These elements can make your domain harder to remember, prone to typing errors, and more difficult to share verbally. If a user forgets the hyphen or misremembers an acronym, they may inadvertently land on a competitor’s site-or nowhere at all.

Hyphens can also appear unprofessional and cumbersome to type. Similarly, domain names that include text-speak or abbreviations like “omg” or “btw” lack clarity and uniqueness. Numbers can cause confusion too-should the visitor type “4” or “four”? If your desired name is taken, it’s better to brainstorm something original than to settle for a hyphenated or confusing variation.

If your business serves a specific region, consider including a location-based keyword in your domain. This might be your city, county, or even country. Geographical domains-like plumbersleeds.co.uk-are particularly effective for service-based businesses or local SEO strategies.

Many legal, construction, and trade businesses use this technique to dominate local search rankings. Including location terms in your URL can make it easier to attract relevant traffic and build trust with local customers.

If your personal brand is at the core of your business, securing your name as a domain can be a smart long-term move. Whether you’re a consultant, coach, freelancer or aspire to be a public speaker, having yourname.com or a variation thereof makes it easy for people to find you online.

Even if you’re not using it immediately, it’s worth reserving the domain in case you want to develop a personal site or blog in the future.

Acquiring a domain that’s already been registered-especially one that’s expired or about to expire-can give your website a head start. These domains may already have valuable backlinks, domain authority, and even residual traffic. Purchasing a previously used domain could make it easier to rank in search engines and establish your online presence quickly.

A useful tool for researching available domains is Expired Domains, which allows you to filter by backlink profile, domain authority, and keyword relevance.

Before you purchase any expired or pre-owned domain, it’s essential to review its backlink history. Domains with spammy or unnatural links can harm your SEO and reputation. On the other hand, domains with strong, relevant backlinks can provide a helpful boost.

Use a tool like the SEMrush Backlink Analytics tool to identify toxic backlinks and assess link quality. Avoid domains with link spam or previous penalties and aim for ones with clean, high-quality backlinks.

Your brand should be consistent across all channels. That’s why it’s smart to check whether your domain name-or something close to it-is available as a social media handle on platforms like Instagram, Facebook, Twitter, and LinkedIn.

Matching handles and domain names (e.g., housedesign.com and @HouseDesignHQ) will make it easier for users to find and trust your business online. If your preferred handle isn’t available, consider creative suffixes or abbreviations that still reflect your brand clearly.

Before registering a domain name, it’s critical to ensure it doesn’t infringe on an existing trademark. Using trademarked terms-even unintentionally-could lead to legal trouble and potentially force you to surrender your domain.

For UK businesses, visit gov.uk to check trademark status. For US readers, use the USPTO trademark database.

If your ideal domain is taken, don’t give up hope. In many cases, domain owners are open to selling-especially if the domain is parked or inactive. Use a tool like who.is to find the domain owner’s contact information.

If the domain is actively being used, you can still reach out politely to see if the owner is willing to sell. Alternatively, explore marketplaces like Flippa, SnapNames, or the GoDaddy Domain Marketplace.

Keep in mind that premium domains can be expensive-ranging from a few hundred to several thousand pounds-so budget accordingly.

It’s essential to register your domain with a trustworthy, well-established registrar. Reputable providers ensure secure renewals, data protection, fair pricing, and support when you need it. Losing your domain due to a poor registrar could mean a major business setback.

Recommended registrars include GoDaddy, Bluehost, and Namecheap.

Domain prices can vary between registrars. It’s worth comparing before making your purchase. As of now, here’s what a standard .com domain may cost annually:

• £8.14/year at GoDaddy
• £7.08/year at Namecheap
• £7.02/year at Bluehost

If you’ve found the perfect domain name, don’t delay. Domain names are snapped up quickly, and with their low cost, many are purchased speculatively. Waiting even a few hours could mean losing out-so act fast and register your domain as soon as you’re confident in your choice.

Once registered, protect your domain from hijacking and spam. Enable domain locking to prevent unauthorised transfers. This feature is usually activated by default with reputable registrars like GoDaddy, Namecheap, and Bluehost.

Also consider enabling domain privacy protection. This hides your personal registration details from public databases, reducing spam and protecting your identity. It’s usually a small extra fee-often around £1 per month-but worth every penny.

Final thoughts

Choosing the right domain name takes time, research, and creativity. It should be clear, concise, memorable, and aligned with your brand. It will influence your website’s visibility, brand perception, and long-term success.

So there you have it-25 tips for choosing a domain name. Whether it takes a day or a week, be patient and trust the process. The right domain name is a powerful asset for your business.

Feel free to share this guide or leave a comment below if you’ve got questions-I’ll be happy to help!