- Assuming you a doing business in the US or to a largely US audience, go for a .com top-level domain. If your business is a non-profit, look for the .org. There are other top-level domains available such as .info, .net, or .biz, but I recommend getting these only in addition to the .org or .com domains.
- If the name you dearly want is taken in the .com domain but is still available in .net or another top-level domain, think twice! People typically assume a domain ends in .com, so your investment in driving traffic to your site will inevitably accidentally send people to the .com domain… which hopefully isn’t owned by your competitor.
- Be sure to choose a name that is keyboard friendly. The longer the URL, the greater the chance for mistyping and frustrated users who give up and go to your competitor’s site instead.
- Get multiple domains when you can. For example if you are buying openfanletter.com, consider also getting openfanletter.org so that your future users will not have to remember which one is you. Launching a new product? Grab a domain for for it! What are common misspellings of your domain? Get those too!
- Check out what’s already out there on the web using your domain name as a search term. If there’s something out there that you don’t want to be associated with, better to learn about that sooner than later. Read my other blog post about this.
The moral of the story
These days an intuitive domain name is essential to give you a memorable web and email address. If you have multiple domains, use redirects to funnel traffic to the right place, and be sure to set up “real” email addresses that make use of the domain.
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