So you’ve got a new brand name, and you want a flashy domain name to match. Choosing the right URL for your website involves a bit more planning than simply checking what’s available; it’s an integral part of the name development process, as it can influence your online presence, searchability, and your overall marketing strategy. Here are a few strategies we use at Redhead to make sure we get domain names just right. 

Check for availability

The first thing to do when considering a URL is to check its availability. There are a number of online services to help with this, such as Namecheap. At Redhead, we incorporate thorough URL checks early in our name development process, as this sometimes can be a dealbreaker. If your name is already taken (which, depending on what you’re working with, it probably is), don’t panic — try out options for personalizing your URL, such as adding your location, your industry, or qualifiers like “the” or “my.” While you’re at it, check social media handle availability and do a quick trademark search to ensure you’re not infringing on any existing brands. 

Keep it simple and memorable

Your URL should be easy to remember and type. Simplicity is key — this is something that you should be able to say out loud without needing to explain spelling or punctuation. Avoid using hyphens, numbers, or words that are complex or are homonyms if you can. (For example, instead of choosing something like my-brand-name.com, opt for mybrandname.com.) A clean, straightforward URL not only sticks in people’s minds but also looks professional across all marketing materials, reinforcing your brand equity. 

Incorporate keywords for searchability

Include relevant keywords in your URL when you can, especially if you’re looking for ways to differentiate it from others. For example, if bobs.com is taken, consider bobsbakedgoods.com or similar. This not only helps with search engine optimization but also communicates your services to your audience (and, like we said, to search engines). Still, be careful not to overdo it; stuffing your URL with too many keywords can make it look spammy. Stick to one or two relevant keywords if you decide to go that route. 

Choose the right domain extension

Something we get asked a lot here at Redhead: Should I use .com, .org, or one of the many new extensions? Generally, it depends on your line of business. For public, commercial entities, .com is still the go-to. It’s the most recognized extension, making it a safe bet for most businesses. However, .org is often used by nonprofits such as foundations, political groups, or donation-based organizations. In these instances, .org offers a more professional appearance and can increase credibility. If you have more flexibility, explore different extension options, such as .studio, when searching URL availability. 

Consider capitalization

URLs are not case-sensitive, but consistency matters. Whether you choose to go with all-lowercase or proper case (capitalizing each word), make this decision early in your brand development, add it to your brand book, and stick to it across all materials. For shorter URLs, all-lowercase is generally easier to type and share, and generally looks sharp. But if you’re working with a longer URL, something that incorporates an acronym, or a play on words, capitalization may be helpful. For example, ExampleLongBrandNameMI.com is easier to read and retain than examplelongbrandnamemi.com, especially considering the MI acronym. 

Before you secure that URL, be sure to test it out. Say it out loud, write it down, see how it would look printed on your signage or tucked in the footer of your letterhead. Your domain name is often your first touchpoint with your audience; to ensure you make a good first impression, give this decision the attention it deserves. A strategic URL that is succinct, memorable, and closely connected to your brand name will pay off in the long run by driving more leads to your website and strengthening your brand identity.