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Your domain name is your address on the internet.
It appears on your website, in your email address, on business cards, invoices, vans and shop signs.
Changing it later is possible, but it costs time, money and often some Google rankings, so it pays to choose well from the start.
In this guide we explain how to pick a good name, which ending to choose, how registration works and how to avoid the most common traps.
What a domain name is
A domain name is the readable address people type, such as yourcompany.com.
Behind the scenes, it points to the server where your website lives and to the servers that handle your email.
You never buy a domain forever.
You register it for one or more years at a time, and you must renew it to keep it.
What makes a good domain name?
- Short.
Shorter names are easier to remember, type and fit on a logo. - Easy to say and spell.
Imagine telling the name to someone on the phone.
If you need to spell it out or explain it, it is harder to use. - No hyphens or numbers if possible.
They are often forgotten or typed in the wrong place. - Close to your brand.
Ideally the domain matches your business name, so customers find you without guessing. - Works in several languages.
If you sell in different countries, check that the name does not mean something odd or negative in those languages. - Room to grow.
A name tied to one product or one town can feel limiting if your business expands.
Brand name or keyword domain?
Some businesses choose a descriptive domain such as gardenservicemalaga.com, hoping it will help on Google.
Keywords in the domain have very little SEO effect today.
A short, memorable brand name usually works better in the long run, because people remember it, search for it and trust it.
Descriptive domains can still make sense for small local sites or campaigns, but they are harder to protect and can look generic.
Which ending should you choose?
The ending, or top-level domain, says something about who you are and where you work.
.com
The most widely known ending, and a good choice for international businesses.
The downside is that many good .com names are already taken.
Country endings such as .es, .dk, .de or .fr
A country ending tells customers that you are local, which builds trust.
It can also help you appear in local search results in that country.
Rules differ from country to country, for example on who may register and what documents are needed, so check the requirements of each registry.
.eu
A good choice for businesses that work across the European Union.
It is available to individuals and organisations in EU and EEA countries.
New endings such as .shop, .online or .agency
They can be creative and easier to get, but many people still type .com by habit, and some endings have high renewal prices.
Use them as a supplement rather than your main domain unless the name is truly strong.
Protect your name with more than one domain
Many businesses register the main ending plus a few others, such as the .com and the country ending, and redirect them to the main website.
This prevents others from taking them and catches visitors who type the wrong ending.
Do not overdo it, because every domain has a yearly cost, but the two or three most obvious versions are usually worth it.
How to brainstorm name ideas
If your business name is taken, or you are starting something new, set aside an hour for a simple brainstorm.
Write down words that describe what you do, who you help, the feeling you want to give and the place you are connected to.
Combine short words, try small changes in spelling, and add simple words such as “get”, “my” or “hello” only if they still sound natural.
Look at the list the next day and remove anything that is hard to say, easy to misspell or too close to a competitor.
Then test your three favourites on people who match your customers, not just friends and family.
Check before you register
- Is it available?
Search at a domain registrar to see if the name is free in the endings you want. - Is it a trademark?
Search trademark databases such as the EUIPO and your national office, so you do not build a brand on someone else’s name. - Is it free on social media?
Check whether the same name is available on Instagram, Facebook, LinkedIn and TikTok. - Does it have a history?
If the domain was used before, look it up in the Internet Archive and check that it was not used for spam. - Say it out loud.
Read it to a few people and ask them to type it.
If they get it wrong, think again.
How registration works
You register domains through a registrar, a company that is accredited to sell them.
Hosting companies often sell domains too, which is convenient but not always cheapest.
During registration you enter the owner details, and the registrar sends them to the registry for that ending.
Afterwards you can point the domain to your website and email by changing its DNS settings.
Always register in your own name
This is the most important rule in this whole article.
The domain should be registered to your company, with an email address you control.
We regularly meet business owners whose domain was registered by a former web designer, a relative or an employee who has since left.
Getting it back can take weeks and sometimes requires lawyers.
If someone helps you, they can be added as a technical contact, but your company should be the owner.
Prices and renewals
Common endings such as .com, .es, .dk and .eu usually cost somewhere between €10 and €20 a year.
Many registrars offer a low price for the first year and a higher price on renewal, so look at the renewal price before you buy.
Premium domains that someone else already owns can cost hundreds or thousands of euros.
Turn on automatic renewal and keep your payment card up to date, because an expired domain can be lost to someone else within weeks.
Privacy and security
Domain registrations used to show the owner’s name and address publicly.
Today, personal data of private owners is usually hidden, and many registrars offer privacy protection for companies too.
Protect your registrar account with a strong password and two-factor login, and turn on the transfer lock, which stops anyone from moving the domain to another registrar without your approval.
Domain and email
An email address on your own domain, such as info@yourcompany.com, looks far more professional than a free email address.
You can get email from your hosting company or from services such as Google Workspace or Microsoft 365.
Remember to set up SPF, DKIM and DMARC records, which help your emails reach the inbox instead of the spam folder.
Changing domain later
If you need to change domain, plan it carefully.
Set up permanent 301 redirects from every old page to the matching new page, update your Google Business Profile, social media and directory listings, and tell Google about the change in Search Console.
Keep the old domain registered for several years, so links and old emails still find you.
One domain or one per country?
If you sell in several countries, you can either use one domain with language folders, such as /es/ and /da/, or a separate country domain for each market.
One domain is simpler and builds all your authority in one place, which helps SEO.
Separate country domains feel more local and can be useful when you have strong local brands, teams or prices in each market.
Many small and medium businesses start with one main domain and language folders, and register the country endings as redirects to protect the brand.
Whichever you choose, keep the structure consistent and use hreflang tags so search engines show the right version in each country.
Common mistakes
- Letting a web designer or friend register the domain in their own name.
- Forgetting to renew, or using a card that has expired.
- Choosing a long, hard-to-spell name.
- Ignoring trademarks and getting a complaint later.
- Paying high renewal prices without noticing.
- Using a free email address instead of one on your own domain.
A quick domain checklist
- The domain is registered to your company, with your own email address.
- Automatic renewal is on, and the payment card is valid.
- The transfer lock and two-factor login are active.
- You own the most important extra endings, and they redirect to your main site.
- Email on your domain works, with SPF, DKIM and DMARC set up.
- You know where the domain is registered and where the DNS is managed.
Need help with your domain?
We help businesses choose names, register domains in their own name, connect them to websites and email, and move domains safely between providers.
See our prices or contact us for a free chat about your new website.
