Choosing the right domain name is one of the fundamentals for online success. It’s the first thing many people see about your brand — and may even help to define it. The right choice is bound to make a big impact. But while buying a domain name can be surprisingly cheap and easy, it’s a challenge to up sticks and move home later on. So it’s important to get it right from the start.
In this guide, we’ll go through some practical tips on how to pick a domain name that’s smart, affordable, and sure to make a lasting impression.
What is a domain name?
A domain name is a specific address that you enter into a web browser to visit a website. Every website has its own special domain name — much like any house in the street has its own postcode.
To start with the basics, each domain consists of three main parts: the subdomain, the second-level domain, and the top-level domain (TLD) or domain extension.
Many sites start with ‘www’ — the classic subdomain. The same age as Taylor Swift and at least equally as famous, we think you know what it stands for. Subdomains help organise a site, pointing to different sections. For example, a store might use “shop.something.com”, a blog could be on “blog.something.com”, and a mobile version might exist at “m.something.com”.
At the heart of a domain name is the second-level domain. The core of the address, it’s what most people remember and associate with a website. It might be your brand name or a word that describes what you do.
Last but not least is the top-level domain (TLD), like “.com” or “.co.uk”. The TLD shows users what type of site they’re visiting and, along with the second-level domain, is one of the most important things to consider when buying a domain.
So what’s the difference between a web address and a URL? Well, they’re basically the same, but technically a URL also includes a protocol (“HTTPS”) at the start. And if it ever comes up in a pub quiz, URL stands for Uniform Resource Locator.
Forward slashes can then create more subdirectories — but that’s more than enough detail for now!
In short: when buying a domain, the two most important parts to think about are the middle bit and the TLD.
To learn more about TLDs, take a look at: What is a Top-Level Domain (TLD)?
How to choose a domain name
What’s in a name? A rose by any other name would smell as sweet. Right?
Well, Shakespeare wasn’t aiming to establish a successful online brand in 2025. One thing we can take from the Bard, however, is an awareness of how words and letters can affect an audience. Your domain is your online signature, after all.
There are more than 350 million registered domain names out there today, according to the 2023 Domain Name Industry Brief Report.
The most recognised extensions (gTLDs) include “.com”, “.org”, and “.net”. There are also the major country code extensions, such as “.fr” or “.jp”. In recent years, there’s been an explosion of new, weird and wonderful choices, like “.fun”, “.club”, “.london” or “.fit”.
With new domain names registered at a rate of around 1 million each month, that total is expected to rise to over 550 million by 2026. As we’ll explore, the right choice of website address can have a huge impact.
With that, here are our top tips for choosing the right one.
Tips for picking the right domain
➤ Keep it short and sweet
You want a domain name that’s easy to remember, say, and type. It should be straightforward and give potential visitors an idea of what your website is about. A domain that people can easily shout out will help with word-of-mouth recommendations and make it more likely for visitors to return to your site. 15 characters should be about the upper limit in most cases. But less is more.
Avoid words that are prone to being misspelled, as well as hyphens or awkward sets of numbers. Special characters aren’t an option when choosing domain names (and that’s a good thing).
➤ Be on brand
Try to find a brandable domain name. For many start-ups and small business owners just getting the ball rolling, it can be a smart strategy to come up with your brand name and domain name at the same time — they are likely to become, in effect, one and the same.
Take the impact of domains like ‘JustEat.co.uk’ or ‘AutoTrader.co.uk’, for example. These are simple and direct, but also immediately inform visitors about the nature of the business. They create a loud and clear first impression.
➤ Be original
Your domain name needs to be memorable and unique. Aim for a name that stands out. Certain words or structures in a domain name can trigger specific emotions or responses. A quirky and creative name can spark curiosity, for instance, while a prim and proper name can work to build a sense of trust and reliability. Choose an original turn of phrase that says something about your services or products.
➤ Check the competition
Look at your competitors’ domain names. What patterns do you notice? Are there certain keywords they frequently use? Understanding the common trends in your industry can provide insights into what works (and what doesn’t). Tools like Namecheckr and Namechk are able to tell you not only if a domain name is taken, but whether or not the current status of username is available on social media.
Be aware that there’s more to setting up an online business than simply owning a domain. Be sure to check for trademarks to ensure you’re not infringing on anyone else’s brand. That way, you should be able to avoid any legal issues or confusion.
➤ Make it future proof
Changing your domain name later on can be a bit tricky. Or rather, it’s easy to buy a new domain name, but it’s awkward to switch around when it comes to branding and marketing. You’re bound to lose search engine ranking in this way. So, it’s best to start with a name that can grow with your business and won’t need changing.
Think ahead and choose a domain that fits your long-term plans. Aim for a name that’s broad enough to cover any growth or changes in your business. You might start out with a blog, for example, but in the future you might want to monetise it and start selling products. It can be better to choose a general name that works better than a very specific one. Your domain name should resonate with your brand core, while being adaptable enough to accommodate new products and services. Fashions come and go, so try to pick a name that’ll stay relevant over time.
➤ Use smart keywords
The most straightforward thing might be to use your own business name as the second-level domain. However, it may be wiser in some cases to incorporate targeted keywords — or combine your brand name with a keyword or two. This can help with search engine ranking and make your products and services clear.
You may be able to use your own intuition to brainstorm relevant keywords, but it’s also a good idea to use keyword tools, like Google Keyword Planner (which is free). Paid and freemium tools include Ahrefs, Semrush, and Moz.
➤ Make it local – or don’t!
If your business is focused on the local market, consider using a country code top-level domain. ccTLD’s tend to carry more domestic appeal, boosting local rank in search engines. As of 2023, the world’s 10 most popular country extensions are: (1) .cn, (2) .de (3) .uk, (4) .nl, (5) .ru, (6) .br, (7) .au, (8) .fr, (9) .eu, and (10) .it.
Certain country code extensions have specific residency requirements. For instance, the “.ca” domain for Canada requires registrants to prove they have a presence in Canada. Similarly, to register a .US domain, you need a connection to the United States. Foreign entities can also register a .US domain if they have a legitimate presence in the US, like a local office or conducting business activities like sales within the country.
That’s not the case for a “.co.uk” or “.uk” — you can register this domain even if you’re not based here.
While a local extension is a good idea when targeting a specific country, these domains might not be the best choice when it comes to global reach. If your goal is to appeal to an international audience, a generic “.com” or “.net” domain may serve you better. These domains are universally recognised and can build a brand identity to resonate with a global audience.
➤ Act fast
Before you get your heart set on a name, check if it’s still free. Someone else might have already registered it, especially if it’s a really good one.
ICANN, the Internet Corporation for Assigned Names and Numbers, is a nonprofit that controls how, when, and which new extensions are released. They work with registrars to make these new options available to everyone. New TLDs are rarely released, but when they are, they tend to come out in batches, and it’s a bit of a feeding frenzy when this happens — with the popular options snapped up fast.
➤ Choose the right TLD
Choose a domain extension that works for your business. The right one can bring a sense of trust and credibility. “co.uk” domains are great for British ventures, but various TLDs from “.abc” to “.xyz” can be eye-catching and budget-friendly options. The choice of TLD is so important, in fact, that we’ll dedicate the entire an entire section to it, in a moment!
➤ Get a great deal
Getting a good deal on a domain name can (of course) help save money — especially helpful for a new business on a tight budget. That means more leftover for all the other important things. While the price of domains varies widely, it’s actually pretty easy to find amazing deals. With over 400 affordable domain extensions and 1.7 million .UK domains registered, 123 Reg is a great place to start your online journey, with “.com” domains from as little as £0.01 for the first year. You might even want to buy more than one.
➤ Secure it
Once you’ve got it, secure it. Keep your domain on the lockdown with Domain Privacy and Ownership Protection. This works to safeguard your domain from hackers, spammers, and other potential online threats — ensuring that your details are private, and that nobody else can gain access what’s yours.
Ready to find your perfect web address? Search domain names with 123 Reg
How to choose a domain extension (or “TLD”)
.CO.UK and .UK
For UK businesses, choosing a “.co.uk” and “.uk” is a good strategy to balance local appeal with global recognition.
The “.co.uk” domain is well-established and a great choice for those looking to connect with a domestic audience, appealing to customers who prefer local enterprises for familiarity and trustworthiness. The “.uk” extension is a new, punchier alternative. Introduced just a few years back, this domain retains the association in a more contemporary format, making it a popular choice for start-ups and tech businesses.
The global recognition of these extensions can open doors for UK businesses in the international market, suggesting reliability and quality often associated with British products and services.
123 Reg offers thousands of .co.uk and .uk domain names to give your UK business the best start. There are some other great alternatives to consider, including .org.uk, .me.uk, or .uk.net. If you already have a website established, you can transfer your domain for free.
.COM
A “.com” domain is like grabbing a prime piece of online real estate. It’s the go-to choice for many businesses because “.com” addresses are so prominent worldwide. There’s arguably nothing better than a good “.com” to show you mean business. This extension has stood the test of time, and having one can give your business an instant credibility boost — especially if you’re looking to attract a global audience.
Because “.com” domains are so popular and long-established, the market is saturated, and snagging a good one can be tough. A lot of the best names are already taken, and if you’ve got your heart set on a specific one, you might have to pay a premium.
But there are still plenty of “.com” gems out there waiting to be discovered. Sometimes, it’s just a matter of tweaking your desired name a bit or thinking outside the box to find that really good, affordable and available “.com” to fit the brand. Going for a .com might mean a bit more effort and possibly a higher cost, but it’s often worth it.
Ever-popular, anyone can register a “.com” domain, regardless of their nationality or business, thanks to the international nature of this extension (although the governing registry for “.com” domains, VeriSign, is based in the US).
See also: .com vs .co.uk – Which is Best For Your British Business?
.ORG
The “.org” extension has often been associated with non-profits, charities, and schools. When a website uses a .org extension, it often implies that it’s run by an organisation with a mission beyond profit-making. However, it’s important to note that “.org” is an open domain, so it can be actually be registered by anyone, not just non-profits.
.BIZ
The “.biz” domain is explicitly intended for business use and signals a clear commercial intent. This can be beneficial for companies looking to immediately identify themselves as a business entity. However, since “.biz” is less well-known than .com or .org, it might not carry the same level of immediate recognition and trust. Some users may view “.biz” domains as less established or less credible compared to the more familiar .com.
.INFO
The “.info” domain is typically used for informational sites. It’s a go-to choice for providing knowledge, research, resources, and guides. This TLD can lend an educational or resourceful air to a website, which can be particularly effective for content-driven sites.
New and novel gTLDs
From “.abc” to “.xyz”, alternatives to the norm bring something a little different to the table when it comes to branding and identity. Niche-specific domain names can provide a direct link to a specific industry or interest area, making them ideal for businesses that want to show more about what they’re about in a smart way. The right one can add a creative and memorable twist.
Newer extensions are particularly appealing to businesses and projects that aim to project a modern, innovative image. Added to the mix, some country code TLDs have gained use as domain hacks: the “.me” extension for Montenegro would be one example, while the code for Anguilla, “.ai”, is popular in the tech industry.
The relative newness of these domains means there’s a greater chance of finding your preferred name available when compared to saturated traditional domains. Novel gTLDs also tend to be more cost-effective.
This novelty and specificity can make a brand’s online presence more distinctive and memorable — even more so when pairing the main word and extension in a clever way.
For example:
➤ .tech for a startup or technology company
➤ .fashion for a fashion brand
➤ .travel for a travel or tour agency
➤ .cafe for a trendy coffee shop
➤ .guru for consultants and yoga instructor alike
➤ .fitness for a personal trainer
➤ .design for a interior designers or graphic designers
➤ .studio for artists or instructors
➤ .ninja for a karate school
➤ .estate for those selling properties
➤ .ai for those working in Artificial Intelligence
➤ or .blog for… your blog!
123 Reg offers hundreds domain extensions to suit any purpose, from the traditional “.coms” to more inventive and original gTLDs. With over 400 domain extensions to choose from, it’s easy to find a memorable name with a suffix that fits your business. You’ll find thousands of the UK’s cheapest domains — and you might just be surprised to see how affordable a great domain name can be.
What is a domain registrar?
A Domain Registry is the organisation that manages and maintains the records for specific top-level domains. For example, Nominet is the official registry for .UK domains, while VeriSign is the official registry for .com and .net domains.
A Domain Registrar is an organisation that sells domain names to the general public. Much like buying chocolate, you wouldn’t approach the manufacturer themselves but rather an approved dealer like a supermarket or newsagent. A registrar must be accredited by a domain registry before it can sell their TLDs. Every time a registrar makes a sale, they then pay a fee to the appropriate registry.
So, you can also transfer your domain to a different registrar, but you can’t transfer a domain on the registry! Finally, the Domain Registrant is the entity (an individual or company) that has registered a domain name. If a registrant makes any changes to the records for their domain, the registrar will then notify the appropriate registry so that their records are kept up-to-date.
For more tips on how to buy your domain, check out: How to Buy a Domain Name – A Step-by-Step Guide.
Wrapping up
Finding the right domain name is key for online success. With over 350 million registered names, it’s worth thinking carefully. Choose a name that reflects your business or location, and keep it short and memorable. If you find a great one, grab it quickly to avoid missing out. Buying multiple domains can help protect your brand and plan for the future.
While many popular “.com” and “.co.uk” names may be taken, plenty of alternatives are available. Different domain endings can help show what your business is about. Keep an eye out for deals, and 123 Reg even offers some domains free for the first year.
Ready to find your perfect web address? Search domain names with 123 Reg
