How to Pick a Domain Name


Since Covid has put so many restrictions on in-person interaction, a lot of small businesses are suddenly focusing on creating an online presence. 2nd Story has helped several businesses by designing and building websites. One of the biggest challenges our clients seem to face is settling on a domain name for their website.

In attempt to relieve a little stress, here’s a few questions to ask yourself when picking out your domain.

Does it stay within my brand?

Your domain should stay within your brand by using the same words as your official business name, or as close as possible. If you’ve been doing business as Jennifer’s Deli, you’re domain should not be www.sandwichesbyjenny.com.

Is it predictable?

Your ultimate goal when choosing a domain is that people can guess what it is just by knowing your business name. If at all possible, they should match. Don’t try to get all fancy and cute with weird spellings. This will just cause confusion. Make it straightforward and simple.

Is it memorable?

You want people to be able to remember your domain and the best way to do that is to keep it short and simple, without a lot of excess words or symbols. We don’t recommend using characters such as dashes or underscores in your domain.

Can I say it easily?

You’ll be amazed how many times you have to tell someone your domain quickly without getting to hand off a business card or write it down for them. So you want to be able to speak it quickly and clearly without any confusion. This is another reason you want to avoid things like special characters and weird spellings.


There's a lot to think about when creating an online presence and 2nd Story would love to help you out with selecting your domain, planning your web content, creating your layout and building your site. So if you're ready to take that next step, contact us!


Hope to hear from you soon!

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