Your domain name is the foundation of your brand's digital identity. Making the right choice is key to your long-term online presence. This simple, three-step guide covers the essentials of selecting and protecting your perfect domain.
Key Takeaways
- Domain Strategy - Select a concise, memorable, and brandable domain that strikes a balance between creativity and SEO potential, while avoiding potential trademark conflicts.
- Domain Extensions - Understand domain extensions (.com, .net, country-specific, or niche-specific) and select one that aligns with your brand goals and target market.
- Registrar Choice - Select a trusted registrar based on transparent pricing, ICANN accreditation, customer support, and included features like Whois privacy and SSL.
- Domain Security - Protect your domain with Whois privacy, auto renewals, security features, and by registering similar names to safeguard your brand.
- Long-Term Planning - Plan for the long term by managing renewals, considering strategic transfers, and evaluating expired domains carefully before purchase.
TABLE OF CONTENTS
- Key Takeaways
- 1. Find The Perfect Domain Name
- 2. Purchase And Secure Your Domain
- 3. Protect Your Domain
- Bonus Tips
- Web Hosting
- Domain Purchase FAQs
- Conclusion
In today’s “online-everything” world, owning a domain name is fundamental to establishing an online presence. Whether starting a personal blog, launching a business, or building an e-commerce platform, a well-chosen domain name forms the cornerstone of your brand’s identity. It’s more than just an address people type into a browser it reflects who you are, what you offer, and how easily your audience can find you online.
A carefully selected name can make you memorable, boost your credibility, and improve your search engine visibility. Conversely, choosing the wrong domain one that's hard to spell, too long, or doesn’t align with your brand can hurt your efforts to stand out and grow.
Buying a domain name is a straightforward process, but it requires a combination of creativity, strategy, and technical expertise. In this guide, we’ll break it down into three essential steps -
- Finding the perfect domain name
- Registering it securely
- Protecting it from theft and blackmail
Following these steps, you'll be well on your way to securing an asset that will support your brand’s growth for years to come -
1. Find The Perfect Domain Name
The ideal domain is short, memorable, and brandable. Think of giants like Google, Amazon, or Netflix. These names are concise, easy to spell, and have become synonymous with their respective industries. They are proof that you don’t have to use a common or synonymous word in your industry; you can come up with something unique that becomes the standard.
You want to balance SEO and brand creativity to achieve further online reach, especially when working in a crowded business space. True, including keywords can boost your search engine rankings, BUT don't sacrifice uniqueness and memorability. It’s just as easy to blend in and fade into the background as hundreds of thousands of others.
It's also important to think long-term. A domain name that perfectly describes your current product might seem ideal, but what if your business expands or undergoes a pivot? Avoid names that could limit your future growth. Amazon, for instance, started as an online bookstore but chose a name that allowed it to expand into... well, everything.
There are domain name generators online to find a domain name if you can’t think of anything. When you have a likely name, use the domain search on Trustname to check availability. Don't get disheartened if your first choice is taken– sometimes, the alternatives can be even better.
Quick Guide To Top-Level Domains (TLDs)
Understanding different domain extensions is also important.
- The most common and coveted is the .com Top-Level Domain (TLD). It's widely recognized and often associated with established, trustworthy businesses. However, don't discount other TLDs, such as .net or .org, especially if they align with your organization's nature.
- Country-code top-level Domains (ccTLDs), such as .uk or .de, can be excellent choices for targeting a specific geographic market. They can boost local SEO and create a sense of familiarity for regional customers. However, they might limit your perceived global reach, so consider your long term goals.
- Generic top-level Domains (gTLDs) offer niche-specific options, such as .tech, .shop, or .blog. These can immediately communicate your industry or purpose, potentially improving brand awareness. However, they're less universally recognized than traditional TLDs.
You must consider the legality of choosing a domain name. Using a trademarked name can lead to costly legal battles and necessitate a rebranding. Use trademark databases, such as those maintained by the World Intellectual Property Organization (WIPO), to conduct thorough searches and ensure the chosen name doesn't infringe on existing trademarks. Also, check for businesses with similar names, even if the names are not trademarked.
Finally, learn from success stories. Analyse popular domain names and understand why they work. For instance, Dropbox cleverly combines what they do (store files) with where (in the cloud or a virtual 'box').
Also, movies used to be called “flicks” in the 1900s named after the flickering projector light. Netflix merged the shortened “net” (for internet) with a trendy version of “flicks” to make their brand name. Imagine if they went for something generic like internet movies! Bland right? That’s why these brand names stick because they are short, cool, and memorable.
2. Purchase And Secure Your Domain
Once you've found the perfect domain name, the next step is to buy and secure it.
Selecting the Right Domain Registrar
A domain registrar handles the reservation of domain names and helps you register your chosen name. Not all registrars are created equal, so evaluate your options based on these factors -
- Pricing - Some registrars offer low introductory prices, but their renewal rates can be significantly higher. For example, GoDaddy offers a very low offer of $0.19 for a .com domain. Only that you’re locked in for 3 years, and pay $44.34 for the last two years.
Trustname, however, is upfront about our pricing with .com domains starting at $12.99 and renewing at $14.99. 
Read our guide on Transferring your domain from GoDaddy to Trustname for more information. - Reputation - Look for ICANN-accredited registrars with strong reputations for reliability and transparency. Reviews from current users can also offer valuable insights into their experiences.
- Customer Support - Responsive and knowledgeable customer support will make the difference if anything goes wrong with your domain. Select registrars that offer 24/7 support and multiple channels, including live chat, phone, and email.
- Added Features - Different registrars, such as GoDaddy, Namecheap, and Dynadot, offer Whois privacy, email forwarding, and SSL certificates. But they all come at a higher cost. Getting a domain name, SSL certificate, DNSSEC, business email, and DNS at Namecheap costs $40 extra and $200 over five years, compared to Trustname.
Read more on How to Transfer Your Domain from Namecheap to Trustname.
"Every domain purchase includes over $100 in bundled services, featuring a promo code for a 1-year SSL certificate, a 60-day branded email trial, and free lifetime privacy protection."
Domain Name Registration Process
The registration process involves a few straightforward steps; however, attention to detail is crucial. Here’s a step-by-step guide:
- Add to Cart - Once you find an available domain, add it to your cart. Many registrars will prompt you to add extra services, like hosting, email, or costly security features. Choose only what you need.
- Review Pricing - Pay close attention to the price breakdown. Some domains, especially those labeled as “premium,” can cost significantly more than regular domains. These domains are often highly sought after or contain popular keywords.
- Check for Scams and Hidden Fees - Be cautious of upsells or hidden fees that may increase your total cost. As we mentioned earlier, some registrars may charge additional fees for services such as Whois privacy, SSL certificates, email, and others.
- Choose the Length of Registration - Most registrars offer registration periods from one to ten years. Registering for multiple years upfront can save money, but it also locks you into a long-term commitment. Many people opt for annual renewal with auto-renewal enabled to avoid accidentally letting their domain expire.
3. Protect Your Domain
Buying a domain is only the first step; to ensure you keep it, you have to take some extra measures:
- Enable Whois privacy protection to shield your personal information from the public
- Set up automatic renewals to prevent accidental expiration
- Register similar domains and extensions to protect your brand
- Enable security features like two-factor authentication and domain transfer lock
- If you run a website, get an SSL certificate to protect against unauthorised access and data breaches
Bonus Tips
You must continuously ensure the long-term maintenance of your domain name, including managing expiration, transferring to a better registrar if necessary, purchasing expired domains for added value, and linking your domain name to your website.
1. Domain Expiry
Automatic renewal charges your added payment method when your domain is due for renewal. However, it's not a set-it-and-forget-it solution. Regularly check that your payment information is up to date to avoid any issues. If your domain does expire, don't panic there's usually a grace period.
Most registrars offer a window of 30-45 days when you can still renew your domain at the standard rate. After this, it enters a redemption period, during which renewal is possible but often at a significantly higher cost. If you miss both windows, your domain becomes available to the public, and you risk losing it permanently.
2. Domain Transfer
Sometimes, you can transfer your domain to another registrar. This could be due to better pricing, improved services, or dissatisfaction with your current provider. The transfer process generally involves -
- Unlocking your domain at your current registrar
- Disabling privacy settings
- Obtaining an authorization code (Auth code or EPP code)
- Initiating the transfer to your new registrar
Trustname has a series of articles in our knowledge bases to help you with Domain Transfers from different registrars.
3. Buying Expired Domains
Buying expired domains can be a shortcut to acquiring an established domain with existing authority and backlinks. Pros include getting a memorable or keyword-rich domain that could boost traffic. However, it's not without risks. The domain might have a history of spam or other negative SEO practices that could harm your site. Always thoroughly research the history of an expired domain before purchasing it. It’s safer to build your domain’s reputation from scratch if it comes with too many risks.
Web Hosting
To make your website accessible online, you'll need web hosting. Many domain registrars offer hosting services, but you can also use a separate hosting provider. You’ll need to connect your domain to your hosting account by changing your domain’s nameservers, which direct web traffic to the right server.
Your hosting provider will provide nameserver details (usually something like ns1.host.com and ns2.host.com). To connect your domain, log in to your domain registrar, navigate to the DNS (Domain Name System) settings, and replace the current nameservers with the ones provided by your hosting company.
Once the nameservers and DNS records are updated, type your domain into a browser and see if it directs you to your website. If everything is configured correctly, your website should now be live. If you’re using website builders like WordPress, Wix, or Squarespace, the process of connecting your domain can be even simpler. Most builders offer clear instructions or automated setups for linking your domain.
Also, get an SSL certificate. An SSL certificate secures your website, encrypting the data exchange between users and your site. Trustname offers a free SSL certificate for your first year of domain registration. If you plan to set up a professional email address using your domain, Trustname can set that up for you, also for free!
Domain Purchase FAQs
When you buy a domain, you don’t "own" it permanently. Instead, you lease it for a specified period, typically ranging from one to ten years. You must renew the domain before its expiration to retain control over it. Failure to renew could result in losing the domain.
If your preferred domain is taken, you can explore alternatives by trying different extensions (such as .net or .co) or variations of the name. You can also try purchasing the domain from the current owner if they’re willing to sell it, though the price may be high, especially for premium domains.
Whois privacy protection keeps your personal information such as your name, address, and email hidden from the public. Without it, your details are visible in the public Whois database, which could lead to spam, scams, or even domain theft. Many registrars offer this protection either for free or as an additional service.
A domain registrar gives you the means to buy and manage your domain name. A web host provides server space where your website's files are stored. While some companies offer both services, they are distinct from each other. You can have your domain with one company and your hosting with another.
While you can’t change a registered domain name, you can purchase a new one and redirect your old domain to the new one. If you decide to rebrand, this allows you to keep any traffic and SEO value associated with your original domain while transitioning to a new name.
Conclusion
As we wrap up, let's recap the steps we've covered -
- Research and Choose the Right Domain Name
- Select a domain that's not just available, but represents your brand
- Check for trademark issues
- Aim for something memorable and short
- Register the Domain
- Compare registrars and check key features like reputation, security, pricing, and customer support.
- Remember, your choice can impact your online business and brand for years to come.
- Protect the Domain
- Enable Whois privacy, two-factor authentication, and domain transfer lock
- Stay on top of renewals, and consider transferring to Trustname for superior privacy and security at a better price
- Buy expired domains only if you’re sure of the history and the advantage to you
Armed with this knowledge, it's time for you to act. Visit Trustname today and take the first step towards establishing a safe and secure online brand!