Your domain name is one of the most critical aspects of your online presence. It serves as your website’s address and is often the first impression visitors have of your brand. Choosing the wrong domain name can lead to issues ranging from poor branding to legal troubles.
Below, we explore some of the more common domain name mistakes and how to avoid them.
Choosing a Name That’s Too Long
Long domain names are difficult to remember and prone to typos. They can also appear unprofessional. For example, “www.bobsdiscountusedcarsandrepairservice.com” is not only unwieldy but also less likely to stick in someone’s mind.
Avoid this mistake by:
- Keeping your domain name as short as possible, preferably under 15 characters for the second level domain (SLD) portion.
- Opting for concise, memorable phrases that capture your brand.
Using Hyphens or Numbers
While hyphens and numbers might seem like good options to secure an available domain, they can cause confusion. Users may forget where the hyphen goes or misinterpret the number (e.g., typing “five” instead of “5”).
Avoid this mistake by:
- Sticking to alphabetic characters.
- Choosing an alternative domain if your preferred name is unavailable.
Ignoring Keywords Relevant to Your Business
A domain name that doesn’t include relevant keywords may not effectively convey your website’s purpose to visitors. For example, if your business sells custom t-shirts, a domain like “www.clothesforsale.com” doesn’t clarify your niche.
Avoid this mistake by:
- Incorporating primary keywords that align with your services.
- Balancing branding with search engine optimization (SEO).
Obviously, this also depends on your business name. You should try to use your business name for your primary domain if possible.
Forgetting About Trademark Issues
Selecting a domain name that infringes on an existing trademark can result in costly legal disputes and harm your reputation. For example, choosing a name like “googlestuff.com” could invite serious legal action.
Avoid this mistake by:
- Conducting a trademark search before registering your domain.
- Consulting a legal professional if you’re unsure.
Neglecting Domain Extensions
Choosing an inappropriate or less common domain extension can confuse users and affect your credibility. While “.com” remains the most trusted and recognized, some alternative extensions may appear less professional.
Avoid this mistake by:
- Prioritizing “.com” whenever possible.
- Considering alternatives like “.org” or “.net” if relevant to your industry.
- Using an extension that’s relevant to your business. For example, if you operate a web hosting business, then the “.host” extension would be more suitable than say, “.biz”.
Failing to Register Similar Domains
If you only register one version of your domain, competitors or malicious actors could acquire similar ones to divert traffic or harm your brand. For instance, if you own “www.mybrand.com,” someone else could register “www.mybrand.net” or “www.my-brand.com.”
Avoid this mistake by:
- Registering multiple variations of your domain name.
- Securing common misspellings and alternate extensions.
Overlooking Domain Privacy Protection
When you register a domain, your personal information, such as name and contact details, may be publicly available via WHOIS databases. Failing to protect this information can lead to spam or security risks.
Avoid this mistake by:
- Enabling domain privacy protection when registering your domain.
- Using a reputable registrar that offers privacy services.
This also depends on the nature of your website. If you’re a business, then you may want to keep this information public rather than hiding it.
Not Thinking About Scalability
Choosing a highly specific domain name can limit your growth if your business expands. For example, a domain like “www.johnspizzachicago.com” might not work if you later open locations outside of Chicago or diversify your offerings.
Avoid this mistake by:
- Opting for a broader name that allows flexibility.
- Thinking long-term about your business goals.
- Registering multiple domains that cover multiple locations/scenarios.
Overemphasizing Trends
Trendy phrases, slang, or buzzwords might be popular today but can quickly become outdated. A name like “www.yoloswagshop.com” could age poorly and fail to resonate with future audiences.
Avoid this mistake by:
- Choosing timeless, professional domain names.
- Avoiding excessive reliance on current cultural references.
Skipping a Spelling Check
Misspelled domain names can cause confusion and make your brand look unprofessional. For instance, “www.bluwtr.com” might be clever, but users may struggle to spell or remember it.
Avoid this mistake by:
- Ensuring the spelling is straightforward and intuitive.
- Testing your domain name on others to gauge its clarity.
Not Checking for Social Media Availability
Your domain name and social media handles should align for consistent branding. If your desired handles are unavailable, it could complicate your online marketing efforts.
Avoid this mistake by:
- Checking social media platforms for availability before registering your domain.
- Adjusting your domain name slightly to secure matching handles.
Ignoring Localization Needs
If your business caters to a local audience, failing to reflect this in your domain name can dilute its impact. For instance, a generic name like “www.petsupplies.com” might not perform as well locally as “www.petsuppliesboston.com.”
Avoid this mistake by:
- Adding geographic identifiers when targeting a specific region. Try to cover as many regions that you think could be relevant in the future (better to get them now before someone else does).
- Considering localized domain extensions, such as “.uk” or “.ca,” if applicable.
Failing to Renew Your Domain on Time
Losing your domain due to an expired registration can be catastrophic, especially if a competitor or domain squatter takes it. This could result in lost traffic and damage to your brand.
Avoid this mistake by:
- Setting up automatic renewal with your registrar.
- Keeping your payment information up to date.
Conclusion
Your domain name is a foundational element of your online identity. By avoiding these common mistakes, you can ensure your domain not only represents your brand effectively but also supports your long-term growth and success. Take the time to choose wisely, and your domain will serve as a valuable asset for years to come.