How to Choose a Domain Name
Your domain name is the public face of your online presence. A great one is memorable, easy to share, and still available. Here is a practical framework for finding the right one.
The 5 qualities of a great domain name
- Memorable — Can someone repeat it back after hearing it once? Short, distinct names stick.
- Easy to spell — If you have to spell it out every time, it costs you traffic. Avoid homophones and unusual spellings.
- Easy to pronounce — If you can't say it clearly out loud, it will not spread by word of mouth.
- Credible — A clean, professional-sounding name builds trust faster than a name that sounds like it was invented last minute.
- Available as a .com — For most businesses, the .com is still the default expectation. If the .com is taken, a user may end up at a competitor's site.
Should you get the .com?
For most businesses, the .com extension is the safest choice. It is the default expectation and carries the most brand trust. However, .io, .co, .app, .ai, and country-specific TLDs (.dev, .design) are increasingly accepted in certain industries — especially tech and startups. Choose alternatives if the .com is not available and you are comfortable with the reduced name recognition in those contexts.
What to avoid
- Hyphens and numbers — they add friction when saying the name aloud
- Trademarked terms — check the USPTO or EUIPO before using brand names
- Very generic terms — hard to brand and often taken
- Names that are too long — aim for under 15 characters
- Hard-to-spell words — words people routinely misspell
Naming strategies
1. Invented names
Invented words (like "Veloria" or "Novatek") are unique and protectable as trademarks. They are often available as .com domains. The risk is that they require more marketing effort to build recognition. Our domain evaluator generates brandable invented names with a high likelihood of availability.
2. Compound names
Combine two words with complementary meaning (e.g., "Clearpath", "Brightwave"). These can feel natural while still being distinctive. Verify the combination does not have unintended meanings.
3. Descriptive names
Names that describe what you do (e.g., "QuickInvoice") are immediately understood but harder to trademark and often unavailable. Use them for SEO-focused microsites rather than primary brand domains.
Use a tool to shortlist candidates
Once you have a naming strategy, generate a shortlist of 10-20 candidates and then systematically evaluate them against the 5 criteria above. Our domain evaluator automates this process with a 5-pillar brand quality score and real-time .com availability checking.
Generate and evaluate domain name candidates
Try the Domain Evaluator →Frequently Asked Questions
How long should my domain name be?
Shorter is generally better. Aim for 6-15 characters. Names under 6 characters are rarely available; names over 20 characters become unwieldy to share and type.
Does my domain name affect SEO?
Exact-match domains provide minimal direct SEO benefit in 2024. Focus on a brandable name that users will remember and share, which indirectly supports SEO through stronger click-through rates and link acquisition.
What if my ideal .com is taken?
Options include: add a short prefix or suffix (get-, try-, use-, app-), try an adjacent word, choose a different TLD (.co, .io, .app), or offer to buy the domain from the current owner if it is unused.