When launching a new business, one of the first steps in building an online presence is securing a domain name. Look at your domain as your digital address. It is how customers find you online and plays an important role in your branding and credibility.
If you are new to this process, the technical aspect of this process can feel overwhelming. In this guide, we will cover everything you need to know about purchasing and managing your domains.
What Is a Domain Name?
A domain name is the unique web address that people use to find your website (e.g., www.yourbusiness.com). It consists of two main parts: the name “yourbusiness” and the extension (.com, .net, .org, etc.). Think of it as your online storefront sign, it should be easy to remember, relevant to your business, and simple to spell.
When Should You Purchase a Domain Name?
The short answer: as soon as possible! Even if you're still in the early stages of planning your business, securing a domain name prevents someone else from taking it. Domains sell quickly, especially short and brandable ones, so it's better to claim yours early.
We often find that new business owners do not think about purchasing a domain until after they have named their business only to find out that the domain is taken. Naming your business is a crucial step in starting your business and domain availability is an important part of that process.
Check out our business naming guide here.
Choosing the Right Domain Name
The best domain has your exact business name (“concreteandpalm”) with an appropriate extension (“concreteandpalm.com”). In some cases this may not be an option, and in that case your domain should be:
Short & Simple: Avoid long, complex names that are hard to spell.
Relevant to Your Business: It should reflect your brand or industry.
Easy to Remember: Avoid using numbers, hyphens, or uncommon words.
SEO-Friendly (Optional): If possible, include keywords that describe your business (e.g., www.jacksonvillebakery.com).
Future-Proof: Avoid trends that might not age well.
You can also purchase multiple domains, utilize one as your primary domain and then set up a URL redirect. For example:
Business Name: Kathy’s Bakery
Primary Domain: kathysbakery.com
Secondary Domain: jacksonvillebakery.com
What Domain Extensions Should You Consider?
The .com extension is the most widely recognized and trusted, but other options may be worth considering:
.co - Popular option when .com is unavailable.
.org - Primary used for educational and non-profit organizations.
.net - Often used by technology, networking companies but feels dated.
.shop, .store – Great for eCommerce businesses.
.ai – Used frequently by AI and tech-related businesses.
Where to Buy a Domain Name
You can purchase a domain from a domain registrar, which is a company that sells and manages domain names. Some popular registrars include:
GoDaddy
Google Domains (now under Squarespace Domains)
Bluehost (often bundled with hosting services)
You can also purchase your domain through a third-party, most often the platform you are planning to build your website through such as:
Wix
Squarespace
There are pro’s and con’s to purchasing your domain through a registrar vs. a third-party but for most small business owners in the early stages, we recommend keeping it simple. Purchasing your domain through the website hosting platform of your choice helps keep everything in one place and you can always transfer the domain later.
Prices vary depending on the registrar, the domain extension (.com is typically more expensive), and whether the domain is already owned by someone else.
Purchasing a Domain That’s Already Taken
If your desired domain is already registered, you have a few options:
Check if It’s for Sale: If the domain isn’t being used but is available for sale you can explore purchase if it is within your budget.
Negotiate Purchase: Reach out to the owner of the domain and make an offer for purchase. If the domain has been for sale for an extended period of time you can often secure the domain below its listed price.
Choose a Different Name or Extension: If purchasing isn’t an option, consider modifying your name slightly or using a different extension.
Transferring a Domain Name
If you purchase a domain and want to move it to another registrar, the process is usually straightforward. Every registrar has a slightly different process which you can find with a quick Google search but the general steps are:
Unlock the domain in your current registrar’s settings.
Request an authorization code (EPP code) from your registrar.
Initiate the transfer with your new registrar using the code.
Confirm the transfer via email. Transfers typically take 5-7 days to complete.
Additional Tips for Domain Ownership
Renew Annually or Set Up Auto-Renewal: Domains must be renewed yearly; set up auto-renewal to avoid losing ownership.
Consider Domain Privacy Protection: Many registrars offer privacy protection to keep your personal information hidden from public WHOIS records.
Register Multiple Variations: If possible, buy common misspellings and different extensions of your domain to prevent competitors from using them.
Final Thoughts
Securing the right domain is an essential first step in establishing your online presence. Whether you're purchasing a brand-new domain, negotiating a purchase, or transferring to a new registrar, understanding these basics will help you make informed decisions.
Check out a client success story here: Case Study: How We Saved Our Client Thousands on Their Domain Name
Need help with choosing a name or domain for your business? We’d love to help you set your new business up for success.
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