Picking a domain name is more important than just finding the first available “.com” name that you like. In some ways, the name you choose is the platform on which you are going to base your entire internet marketing strategy. So it’s more than a “good” name.

Your domain name is your internet “brand.” A good brand name should be able to communicate your entire value proposition to your prospective client - either because the name is readily understood or because your advertising associates that brand with your value proposition (it’s cheaper to have the former.)

If your domain name is your internet brand, it’s important that it be consistent with other trade names or brands that you use in your business. If you can, consider making it the same name as your company (e.g. newco.com) or a variation (e.g. newcoinc.com).

Many people struggle with the notion of whether the domain name should be long or short. Don’t. Worry instead about whether it’s memorable and clear. You can assume most of the short catchy names are gone or parked, so if you don’t want to have to buy your domain name, go with what you can. Long is OK as long as it’s intuitive and easy-to-remember. Try to avoid abbreviations, or worse, part abbreviation, part full name. The test for clarity is this: say the name to a friend and see if they can get the domain name right just from what you’ve said.

Lastly, avoid complicating the name by adding “the” or “a” or “an.” Don’t add hyphens or dashes unless it can pass the clarity test above. Keep it simple.

The ideal name doesn’t seem to be available. Keep looking. It’s just a matter of time and persistence before you find the right name/brand. You’ll know it when you see it. Good luck!

Want to learn more about it? Download the free ebook, Steps to Internet Marketing Success.