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Project time. Once you’re in the headspace to start something fresh – you’ve got the perfect idea for a website, product, business, or whatever it may be – there can be pressure to christen it with a name that fits it perfectly. Whenever I decide a project has legs, whether or not I plan to pursue it, I buy a domain through TSOhost. If it’s ever going to be something, it has to have an online home.

While some people favour getting started over considered thinking (and I see the benefits) you can’t go and rush a name. Bad names cause pain, resentment for competitors with good names, and it’s a headache to rebrand in the future. Let’s crack things around the first time, shall we?

I have a handful of principles that determine whether I’m going to buy a domain for one of my projects. Here are the absolute essentials I have to consider before I take anything further:

 

Name

  • Fit
  • Short (one or two words, usually under 18 letters)
  • Pronounceable (especially if made-up name)
  • Longevity

 

Let’s begin with the actual name. I’m obviously looking for something that fits with what I’m dealing with, and from there it’s a matter of finding either a single word, or a couple of words that sound and/or look fly. If you’re making up words, you need to make sure the correct way to say it is intuitive.

Think about the longevity. We’re in it for the long run. Do you know how frustrating it is when I see people start blogs based on the fact they’re expecting a baby, and use the word ‘baby’ in the domain? It will be outdated within 12 months. The same goes for any that use current slang, or are based on anything likely to change over time. This applies to start-up clothing brands that slap ‘clothing’, ‘apparel’ or whatever else in the name. If the word that comes before it can’t stand up without the other word, you’re limiting your potential from the inception.

 

Fine Details

  • Numbers (digits, don’t spell it)
  • com (think carefully)
  • Apostrophes (you’ll prefer if you don’t)
  • Dashes (do not look good, confuse people, and cause problems)

The fine details difference makers with domains. It impacts how memorable it is, how likely someone is able to spell it correctly the first time around and ultimately whether anyone will both going to your website. They may not seem significant, but they alter readability and how professional the brand seems from the offset.

 

Availability

  • Trademark status
  • Handles
  • Extensions

Now we’re getting on to the important stuff – whether you can even claim that domain. First off is the matter of trademarks, and whether any other companies have a name that may clash. Legal battles are long and largely unnecessary. A simple search on Companies House and the UK’s trade mark database will tell you what isn’t viable.

The next step is to find out whether the domain itself can be purchased, or if it’s already owned by someone else. Head over to TSOhost or any other domain name checker to see what’s free, and work from there.

Don’t force it: if you can’t get the .com, forget it. Move on. The only reason you’d opt for anything else is if you want to appeal exclusively to a particular country (eg .co.uk, .de), or if your TLD is out of this world. I don’t want to hear about anyone that read this ever spending money on a .org, .info, .co, or .io when there’s an infinite number of .com options out there.

 

Additional Factors

  • History
  • Search volume

No, we’re not done. Some domains come with baggage. Every single day avalanches of domains expire and re-enter the market. If you’ve decided to turn a common phrase into a domain, there’s a chance someone else tried it earlier. It’s always worth having a look on who.is to determine whether you’re actually building on a brownfield location.

As someone that entered online marketing via SEO, I would always check to see whether a domain I’m registering has any search volume. Keywords Everywhere is the place to do it. It’s rare that I’d be looking for something with significant search volume in the domain – after all – exact match domains aren’t what they used to be – but it never hurts if people are looking for something I’m about to create a domain for.

Ready to Get Started?

If you’re just not one for naming, just ask someone else for help. There’s no shame if it’s not your thing. Speaking of which, I love coming up with domain names and I’ve got a 100% record of coming up with perfect ones in three hours or less. Just shout me for help and I’ll see what I can do for you.

If it’s time you got a new domain in your life, TSOhost is where I get all of mine. Use the code: CHIINO to get 10% off your hosting.

Chiino
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