Buying a domain: Do’s and don’ts when choosing a domain name

The domain name is a deciding factor in a visitor’s first impression of a website. A good domain name is easy to remember and gives both visitors and search engines a clear indication of the site’s content or target audience. For companies that want to be successful online, the search for a meaningful domain name should be a step to thoughtfully consider. 

But how do you find the perfect domain for your new project, your blog or your existing business? In this article, you will find information about buying a domain that you can put into practice right away, as well as aspects to consider before you buy your domain. We will also discuss common mistakes when searching for domains. Read through before starting your domain search!  

What is a domain name and why is it so important?  

The first step to your own website: A domain is the basis of any online presence. Buying a domain is the first step to creating your own website, be it for a business, a blog or a portfolio. From choosing the domain name to the right domain extension, buying a domain is the first step to success.  

Domain name – definition and purpose: A domain name is the unique address of a website on the internet and functions similarly to a physical address. Without a domain name, users would have to enter the complicated IP address of a website, which would be virtually impossible. A well-chosen domain name therefore makes your website more accessible and easier to find.  

Why the domain name is crucial for your branding: First impressions count – and this also applies to the domain name. The domain name is often the first thing potential customers notice when they visit a website.  

A unique and concise domain name underlines your brand image and creates trust in your brand. Many users associate the domain name directly with the brand, which strengthens its online presence and shows potential customers that the company is professional and reputable.  

For a new business, it is especially important that the domain name shows professionalism and credibility.  

Well-chosen names often stay in the back of a visitor’s mind. This creates recognition that can support the online business across other channels (e.g. social media).  

Findability and SEO benefits  

A well-chosen domain name is also important for search engine optimisation (SEO). If your new domain name contains relevant keywords, this can improve its visibility in search engines. Keywords in the domain name give search engines a signal that the website is relevant for certain search queries.  

All this increases the chance of a better ranking in the search results. This is particularly helpful for start-ups and new online businesses, which often start out with a low marketing budget.  

While it is not necessary for keywords to always be included in the domain, a descriptive domain name can help to better serve the search intent of users and thus increase traffic. Over time, this can help an online business become more visible in organic search, which in turn can reduce the cost of paid advertising such as SEA marketing in the long term.    

Trust and credibility

Users trust domains that sound professional and reputable, so if you choose a good name during the domain purchase process, this can strengthen the trust of visitors. 

Complicated, long, or unprofessional domain names, on the other hand, might create some scepticism from visitors. If you’re working in a sector that requires personal information or financial transactions from your users, credibility and trust are decisive factors. 

Referrals and viral marketing 

A short and memorable domain name is more likely to be recommended by word of mouth or in social networks. If the name is too long or difficult to remember, it is less likely to be passed on by friends or acquaintances.  

Word of mouth is a valuable marketing channel that is often neglected but has great potential, particularly for small and new companies.  

A catchy domain can also increase the likelihood of users linking to or sharing the website on various channels, which in turn increases reach and brings in traffic. An easy-to-remember domain name is also useful for targeted offline marketing campaigns – for example on business cards, posters or in print ads – and makes it easier to bring the target group to the website.  

Protecting your brand and online identity

Unique domain names help to protect a brand on the Internet. If the domain name is too similar to another business, it can cause confusion and lead to legal issues. For a new online business, it’s important to make yourself stand out with a unique name to clearly establish your brand identity. You also want to avoid the risk of potential customers accidentally ending up with the competition.   

It often makes sense to secure variations of the domain name and different domain extensions (for example .co.uk, .com, .net, .org) to prevent confusion and misuse. This protects the company from competitors or other users who might register similar names and promotes brand authority.   

Flexibility and growth opportunities

A good domain name should be chosen with the future in mind. If the business wants to expand and grow into new areas, the domain name shouldn’t be a limiting factor.  

A neutral or general name is more versatile and allows, for example, a later expansion of the business area, while a more specific name may be less flexible. For start-ups in particular, it is worth choosing a domain that is suitable for future expansion.  

To summarise: For a starting online business, the domain name is far more than just a web address. It is the digital business card and an integral part of the marketing strategy. A suitable domain name drives traffic and boosts customer trust, while also giving the company the flexibility to develop in the long term and tap into new markets.  

Now, let’s cover some factors to consider when buying your domain. 

The structure of a domain  

Before you start your domain search and buy a domain, you should be aware of the various components that together form the complete web address. They are arranged in a hierarchy and give an indication of the type, affiliation and structure of the website.  

The main components of a domain are:  

1. Top-level domain (TLD) 

Let’s start from the end and begin with the domain extension. Known as either the domain extension or the top-level domain (TLD), this is the last part of a domain and directly follows the dot after the domain name.  

Well-known TLDs are .com, .org, .co.uk, .net, etc. The TLD often indicates the type of website (e.g. .org for organisations) or the country of origin (e.g..co.uk being the most common one for the the UK, .ie for Ireland, or .de for Germany).  

In addition to the classic TLDs, there are also specific TLDs such as .store, .blog, or .tech, which describe the type of content or offer of a website.  

2. Second-level domain (SLD) 

The second-level domain (SLD) is located directly before the TLD and is the individual and usually also the most important part of the domain that the owner can select. In the case of “one.com”, “one” is the SLD.  

The SLD is often the company name, a brand or another short term that reflects the content of the site and is also responsible for branding and recognition.  

3. Subdomain 

A subdomain comes before the SLD and is separated by a dot. The best-known subdomain is “www” (for “World Wide Web”), but companies can create as many subdomains as they like to structure content.  

Subdomains such as “help” in “https://help.one.com/” can help to organise certain areas or functions within a website. They are also suitable for creating separate sections or offers within the same domain. In our example, “help” stands for the help center of one.com, where users can find support and instructions for one.com’s products. 

4. Protocol 

The protocol is not a direct component of the domain name but is part of the URL structure. You often see https:// or http:// in front of the domain name. The “https” indicates that there is a secure connection using an SSL certificate and that data protection and security are ensured.  

Example: In the URL “https://help.one.com” is:  

“https” is the protocol,  

“help” is the subdomain,  

“one” is the second-level domain, and  

“.com” is the top-level domain.  

This structure is important for the organisation and hierarchy on the Internet and helps users and search engines to quickly identify the content and origin of the page.  

Domain extensions: Which one is right for you?  

The domain extension often signals the geographic or thematic focus of the website and influences how professional and trustworthy a site appears.  

Popular domain extensions and their meaning 

.com: This is the world’s most popular TLD and is suitable for international and commercial companies.  

.co.uk: or .uk The country domain extensions for the UK. Ideal for companies or organisations that offer their services primarily to a UK-based audience. The .co.uk domain is the most used domain extension in the UK. 

.ie: The country-specific domain extension for Ireland. The domain extension .at is mainly used by companies, organisations and private individuals in Ireland. It is suited for websites with an Irish target audience or content aimed at that market. The .ie domain enjoys a high level of trust in Ireland.  

.org: The .org domain is particularly popular with non-profit organisations and associations. It enjoys a high level of trust worldwide and conveys seriousness and professionalism.  

.eu: For companies and organisations that are active in the EU, the .eu domain offers a European identity and signals a broad target group approach within Europe.  

.net: Originally intended for networks, .net is now widely used as an alternative to .com when the .com variant is not available. 

You can find even more details on TLDs in this article: What is a Top-Level-Domain?

New domain extensions and their advantages  

In addition to the traditional TLDs, there are now a variety of new domain extensions such as .store, .tech, .online, .blog or .london, which reflect specific interests or industries.  

SEO influence of the domain extension  

Google treats all domain extensions equally, but country-specific TLDs such as .co.uk can have a positive influence on the ranking in the respective countries.  

A local domain extension helps Google and other search engines to assign your site to relevant local search queries and can improve your positioning in search results.  

10 do’s when choosing a domain name  

We’ve looked at the structure of a domain and the various domain extensions. Now we’ll give you the most important tips that you should keep in mind when buying your domain:  

1. Short and sweet: A short domain name is easier to remember and minimises the risk of typos. Domains with one or two words are ideal as they are quickly recognised.  
2. Avoid confusing or complex spellings: Names that are difficult to spell or pronounce confuse visitors. Simplicity ensures that users find the name directly and enter it correctly.  
3. Consider industry relevance: A domain name should match the industry or topic of the website. This makes it easier for users and search engines to immediately categorise the site thematically.  
4. Be future-oriented: Consider whether the name will still be suitable if the business field or the content of your website changes. Flexibility and timelessness are crucial here.  
5. Use relevant keywords: Including relevant keywords in the domain can improve findability in search engines. 
6. Integrate brand names: If you have an established brand name, incorporate it into the domain to reinforce the brand and gain user trust.  
7. Check social media availability: Consistent names on social media and the website make it easier to find and promote branding.  
8. Choose the right domain extension: The extension should match the target group, e.g. .com for international target groups and .de for German.  
9. Secure domain variants: Consider securing different spellings and domain endings (e.g. with and without a hyphen) to avoid confusion and prevent brand misuse.  
10. Prioritise simplicity and clarity: A name should be instantly understandable. A clear and easy-to-read domain name is trustworthy and appealing. 

10 don’ts when choosing a domain name  

Now we know quite a lot about what to look out for when buying a domain name, but there are also quite a few things you shouldn’t do. Avoid these 10 don’ts!: 

1. Be careful with domain names that are too long: Longer names are harder to remember and increase the risk of typos. 
2. Keep away from hyphens and numbers: They can affect the readability and accessibility of your domain and look unprofessional.  
3. Avoid trademark conflicts: Make sure the name does not conflict with existing trademark rights to avoid legal issues.  
4. Don’t go for trendy terms: Trendy terms age quickly and could seem irrelevant in a few years.  
5. Steer clear of confusing abbreviations: Abbreviations make it difficult to read and are often hard to remember. 
6. Don’t use unnecessary local terms: Terms that are only locally relevant or contain dialect can make it more difficult to appeal to a wider audience.  
7. Avoid too many special characters: Characters such as “&” or “$” are often difficult to type and can cause technical problems.  
8. Don’t choose the wrong domain extension: The choice of domain extension should suit the target audience and the purpose of the website, e.g. there’s no need for an international extension for a purely local business.
   
   You should also check the meaning of the domain extension before selecting it. For example, the domain extension .cat has nothing to do with cute cats. It was created to promote and protect the language and culture of the Catalan community in Spain on the Internet.  
9. Avoid words with multiple spellings: Words like “center” (American spelling) and “centre” (British spelling) can confuse users.  
10. Don’t make rash decisions: Invest time and research into your choices, as changing domains later can be complicated and costly. 

Buying a domain and the next steps  

With all these tips, you are now a pro at choosing your new desired domain. But which domain extensions are actually still available from the domain providers? You can find all the top-level domains available at one.com on the domain prices page.  

You can also look for discounts. For many domains, you receive a generous discount on the domain purchase in the first year.  

Domain purchase as the basis for the online presence  

After buying the domain, it’s time to create the website. With one.com’s website builder, you can create a website without any programming knowledge. You can create the website with a drag-and-drop tool and customise it with various elements.  

With the AI writing assistant, you can quickly turn your ideas into captivating content. Want to try it out? You can test Website Builder here for 14 days free of charge with no obligation.  

The perfect domain is the key to success 

A well-chosen domain forms the foundation for a successful online presence. It is a central factor for branding, findability and the perception of the website.  

If you follow the do’s and don’ts listed here when buying your domain, you can secure a future-proof, clear and trustworthy online address. Here’s to your success!