How do you choose a domain name for a small business?
Choose a domain name that is short, easy to say out loud and easy to spell, and as close as possible to your real business name. Avoid hyphens, numbers and clever spellings that people will get wrong. Before you register it, check whether the name may conflict with someone else's trademark, then register it in your business's name so the business, not a vendor, controls it.
What makes a good domain name
- Your real business name, or as close to it as you can get, so customers who know you can guess it.
- Short enough to fit on a van, a card and an email signature without shrinking the text.
- Easy to say on the phone. If you have to spell it out or explain a dash, it is usually too hard.
- Spelled the way people expect. Swapped letters, numbers for words and doubled letters tend to send customers and email to the wrong place.
- No hyphens if you can avoid them. They are easy to forget when someone types the address from memory.
- Built to last. A name tied to one town or one service can feel wrong if the business grows.
Test it before you buy
Say the address to two or three people over the phone and ask them to type it. If anyone gets it wrong, that mistake will often repeat with customers.
Remember that the domain usually becomes your email address too. Write out a full email address with it and check it still reads clearly.
If your exact name is taken, adding a plain word such as your trade or your town is often clearer than an odd spelling of the name itself.
Check for trademark conflicts
The US Patent and Trademark Office (USPTO) says its own resources for searching federally registered and pending trademarks are free. Its guidance also recommends searching the internet for other businesses already using the name for related goods or services, and lists a trademark infringement lawsuit among the problems a search can help avoid.
On what to look for, the USPTO says trademarks may be confusingly similar if they "look alike, sound alike, have similar meanings, or create similar commercial impressions". It also says there is no surefire way to find every conflicting trademark, and its guidance is written for people applying to register one. For an in-depth check, the USPTO suggests a screening service or an experienced US-licensed attorney. This is a plain summary, not legal advice.
Register it in the business's name
Register the domain in the business's own name and account, with a login the owner can reach. The related answer on who should own your domain name covers why this matters and how to check who holds yours today.
Sources
- USPTO, "Comprehensive clearance search for similar trademarks" (November 30, 2023)
- USPTO, "Federal trademark searching" (November 30, 2023; updated April 16, 2024)
Related answers
- Who should own your business's domain name?
- How do you choose a website platform for a small business?
- Should a small business have more than one website?
Websites, upgraded or built
Most businesses do not need a new website. They need the one they have to load fast, say clearly what they do and ask the visitor to take one step.