THE BRITISH LIBRARY

Innovation and enterprise blog

02 January 2019

Five elements to consider when choosing a winning domain

Here are some top tips from our partner UK2 on choosing the correct domain...

The domain you choose for your next digital adventure is a major decision, and one that shouldn’t be taken lightly. Your web address outlines branding and website identity and also impacts how website users find you online. When the time comes for you to choose your new domain name, there are a few things you need to consider. We’ve assembled a list of the most important website elements including, uniqueness, typability, clarity, substance, and protection.

See our recommendations for these important elements and the questions you should ask yourself before registering a domain in the list below:

#1. Uniqueness

While it can be difficult to stand out on the internet - a place that holds everything and everyone in the world - it is important to attempt to create a unique identity for your brand and website. Your domain name is the perfect place to begin to find your originality.

Startups.co writes that “You need to establish an identity that gives your company direction and helps customers easily find you.” The uniqueness of your domain is important not only to try to create a name for yourself but also to make sure that you aren’t encroaching on anyone else’s territory. Check and double check the domain name you have in mind by answering the questions below:

  • Is anyone else using this domain, or something similar?
  • Is this domain brandable to represent your specific purpose?
  • Is this domain memorable, and will it lead visitors to your page?

#2. Typability

Whilst this word is clearly invented for our purposes, it represents a very important aspect of choosing your domain. When searching out your next domain name, it is important to remember that website visitors will be typing in your web address repeatedly. You will be repeating your domain name out loud for years to come, so you want to consider how it sounds.

Maqtoob writes, “Whether you’re launching a startup, ramping up a business or rebranding your company, it’s important that you have a domain name that rolls off the tongue, is easy to remember, communicates a positive image, looks professional, and inspires you and your team.” If you include unique words that are tough to spell or sequences of numbers that might be forgotten, you might lead people to the wrong site or error pages. To avoid this mistake, ask yourself the questions below:

  • Does your domain easily lead to mistypes or misspellings?
  • Is your domain long and convoluted?

#3. Clarity

Ensuring that your domain is clear lends an aura of respectability that you might otherwise miss out on. There are far too many spammy domains, email addresses, and social media accounts to make us wary of almost everyone we come across online. However, we realise that this is not an easy task. Paul Graham once wrote, “In a world where all the obvious names are taken, finding a good name is a test of imagination. And the name you choose tells whether or not you passed that test.” To be sure that your website gains the credibility it deserves, ask yourself the following questions:

  • From your domain, can site visitors get an understanding of what you offer?
  • Does your domain clearly represent your brand?
  • Could you easily be mistaken as another website?
  • Is your domain as short as possible?
  • If in doubt, is a simple is better than a shorter domain?

#4. Substance

If you’ve ever seen articles about the unfortunate domains for IT Scrap, Pen Island, or Who Represents websites, you know that understanding how your brand is displayed without spacing is very important. Do your best to make sure that you are not using numbers, hyphens, or a collection of smaller words that could become confusing when strung together. Ask yourself the following questions before registering your new domain:

  • Does the domain avoid hyphens and numbers?
  • Could your domain be misconstrued because of spacing?
  • Have you checked into the history of the domain and its other uses?

#5. Protection

The unfortunate truth of the digital world is that if someone has a chance to misrepresent themselves to earn a pound or two, they probably will. While we don’t want to believe that there are lots of unscrupulous folks hanging around the web, the truth is, there are. This is exactly why you want to be sure that you don’t register domains too close to an established entity and why you want to protect your brand by registering domains that are too closely related to you. Before registering, check the answers to these questions to protect your brand and your reputation:

  • Could others purchase domains similar to yours to spoof or misrepresent your business?
  • Are there other domains you should register to keep off the market?

Now that you have encountered the necessary elements of your new domain name, all that’s left is to choose the winning contestant. Check availability, add necessary tools, and register your domain with the help of UK2.NET today!

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