5 Tips for Selecting a Domain Name that Stands Out
There’s no doubt the internet is a crowded, complex (and sometimes confusing) space. So how can you make sure your website stands out amid all the noise?
We know new domain name registrations reached 16,570,035 as of March 2016. Coupled with existing TLDs, this makes for a very cluttered space and increases the chances your audience may never find or visit your site.
The reality is that it’s impossible to visit every TLD. If you spend on average 58 seconds on each website, it would take you years to visit every single TLD. So, your audience may never find or visit your site.
With this in mind, how do you make sure your website doesn’t fall into a black hole and that your target audience gravitates to your site? It starts with choosing the right domain name. Here are some tips to help you do just that:
1. Determine your brand
Before you select a domain name, identify the focus of your brand. Whether it’s individual, nonprofit or company, what is the most important part of your brand? How do you want to engage with your audience online? Are you looking for local, domestic or international reach? Once you have the top three traits that illustrate you, you’ll be able to find the TLD category and domain that is the right fit.
2. Use the domain extension that aligns with your mission or cause
With thousands of domain name extensions available, the selection can be overwhelming. It’s important to understand that different TLDs can have specific uses or simply something about the website itself. For example, the .ngo and .ong domains are exclusively available to the NGO community. And for organisations, companies, clubs, and individuals looking to communicate about a shared interest, mission, passion or cause, then .org would be the domain of choice. Identify and leverage the domain that best suits your organisation.
3. Be clear, concise and memorable
There is no need to get complicated with your domain name. Simple is good as long as it is memorable and aligns with your brand. We recommend using the elevator pitch method: if you have 15 seconds to market your organisation and the last thing you say is, “check us out at” your website, what would you say that someone could easily remember?
4. Research, Research, Research
We can’t emphasize this point enough. Always research your potential domain to make sure what you’re considering is available and to see if there are any sites that are conflicting. It’s a good idea to do a history check on the domain name you’re looking at to make sure no negative or undesirable content already exists under that site.
5. Dodge trademark issues
In addition to researching the domain name’s history, also verify that it does not conflict with any trademark issues. One great search tool for the U.S. is the Trademark Electronic Search System. Learn more about the database of registered trademarks here.
Do you have any additional tips to share around choosing a domain name that stands out? Share your thoughts in the comment section below!
