What’s in a Name?
Choosing the right domain for your online identity isn’t always easy – until the experts here at FAT guide you through it of course…
Ever tried to register your dream domain name only to find it’s already taken – by someone who hasn’t updated their website since 2008?
Frustrating, isn’t it?
With millions of websites launched every year, finding a domain name that fits your business can feel like hunting for a parking space in a packed city centre. But here’s the good news: your perfect domain does exist – it just might not look the way you first imagined.
Your Domain Name: More Than a Digital Label
Your domain name isn’t just a web address – it’s the front door to your business online. It’s the very first impression your visitors get, long before they see your logo or read a word of your copy. The right domain should make people feel confident, curious, and ready to click.
Think of it as the online version of your business nameplate. If it’s complicated, confusing, or easily misspelled, you’ve just made it harder for the right people to find you. Keep it short, simple, and human. And if your preferred .com is already taken (which it probably is), don’t panic – there are plenty of smart alternatives that still feel professional and memorable.
Strategic Naming Starts with Clarity
Before you start brainstorming, take a step back and remember what your website is really for.
Ask yourself:
- Who is this domain really for – me or my audience?
- Does it clearly reflect what I do or who I help?
- Is it easy to remember and say out loud?
For example, if you’re a wellness coach called Sarah Blake, sarahblake.co.uk might be gone – but blakewellness.co.uk, coachsarah.uk, or even sarahblakewellness.com could work beautifully. The goal isn’t to mimic others, but to stand out for the right reasons.
Sidebar: As I share in Stage 1: Strategy of Website Mastery for Business Owners who Don’t Speak Tech, every element of your online presence should be driven by purpose and audience understanding. Buy your copy on Amazon here.
Extensions and Emotions Matter
While “.com” remains the global favourite, it’s no longer the only game in town. Today’s business owners can choose from hundreds of domain extensions that reinforce their brand personality – think .studio, .consulting, .care, or .design. These can add an instant layer of clarity and creativity to your brand.
And don’t underestimate the emotional pull of your name. A great domain feels like you – it should roll off the tongue naturally (you’ll be amazed how many times you give your web address verbally – think about how that sounds) and look equally good on a business card or Instagram bio.
Avoid the Common Traps
Here are three quick don’ts:
- Don’t be too clever. Puns or hyphens might seem witty, but they’re often confusing when spoken aloud. (As someone with a hyphenated surname I can vouch for this first hand)
- Don’t copy competitors. If you have to explain how your name is slightly different, it’s not working.
- Don’t ignore SEO. A domain that includes a clear reference to your service or location (e.g. brightonlaw.co.uk) can boost visibility without compromising brand strength.
Final Thought
Choosing your domain name is like laying the foundation for your digital home – it’s not the most glamorous step, but it determines everything that follows. When done strategically, it becomes part of your brand story: clear, memorable, and built to last.
So next time your first choice is taken, take a breath. Think bigger. Because your domain isn’t just a name – it’s your digital destiny.
Have you read our best-selling book: Website Mastery for Business Owners who Don’t Speak Tech?
Download a free chapter or buy your copy from http://www.websitemasterybook.com