Start with a shortlist, not a single idea
Before you check availability, brainstorm 10–20 candidate names. Good domains are rarely the first thing you think of, and the best ones are almost always already registered. Mix a few approaches: your brand name, a descriptive phrase, an invented word, and a brand name plus a short modifier. Then run them through a domain generator and a availability checker to see what is actually free.
Having a shortlist means a single taken name does not send you back to square one — and it lets you compare options side by side instead of settling for the first available result.
1. Keep it short and memorable
The best domain names are short, easy to spell, and easy to say out loud. Aim for 15 characters or fewer. Short domains are easier to type, less likely to be misspelled, and simpler to put on a business card or say in a podcast ad. If you have to spell it out for someone, it is probably too complicated.
2. Make it relevant and brandable
Your domain should hint at what you do or stand on its own as a brand. There are two broad strategies:
- Descriptive: names like "cityplumbing.com" tell people exactly what you offer. Great for local and service businesses.
- Brandable: invented or evocative names like "Spotify" or "Stripe" are flexible and distinctive. Better for companies that expect to grow beyond a single product.
If you are unsure, lean brandable. Descriptive names feel safe but age badly as your business expands beyond the one thing in the name.
3. Avoid numbers, hyphens, and tricky spellings
Numbers and hyphens cause confusion when a name is spoken ("is that the numeral 4 or the word four? one hyphen or two?"). Creative misspellings have the same problem — people will type the correct spelling and land on a competitor. Stick to real, correctly spelled words wherever you can.
4. Choose the right extension
The .com is still the most trusted and most-typed extension, so get it if you can. If it is taken, strong alternatives depend on your audience: .io and .ai for tech and AI startups, .co as a general .com alternative, .org for non-profits, and a country-code TLD (.uk, .de, .ca) if you serve one country. See our guide to popular extensions for a full breakdown.
5. Check social handles and trademarks early
Before you commit, confirm the matching handle is free on the platforms you will actually use, and search official trademark databases (such as the USPTO in the US) for conflicts. A domain that clashes with an existing trademark can be lost in a dispute no matter how early you registered it — this is the one step people skip and regret.
Good vs. weak domain choices
| Example | Verdict | Why |
|---|---|---|
| brewbox.com | Short, brandable, easy to say | |
| get-brew-box-4u.com | Hyphens + number, hard to dictate | |
| citybikerepair.com | Clear, descriptive, local intent | |
| bikez4less.biz | Misspelling + low-trust extension |
6. Think long-term
Pick a name that still fits in five years. Avoid trendy slang and overly narrow descriptors — "best2024deals" dates instantly, and "nycyogamats" boxes you in if you later ship nationwide or add new products. Your domain should have room to grow with you.
A quick pre-purchase checklist
- Easy to say out loud and spell on the first try
- Under ~15 characters, no hyphens or numbers
- .com available (or a strong, audience-appropriate alternative)
- Matching social handles are free
- No trademark conflicts in your market
- Still makes sense if your business doubles in scope
Our interactive domain checklist tool walks through all of these with checkboxes you can tick off.