Buying Domain Names for Your Business: Top 5 Mistakes to Avoid

Table of Content

1. Choosing an Unrelated Domain
2. Using a Difficult or Complicated Name
3. Neglecting SEO
4. Selecting the Wrong Domain Extension
5. Avoid Possible Trademark Infringement

Companies who want to build a successful website should begin with a good domain name. Essentially a business’ web address, the domain name is what people type into a browser when they want to look up a company and its products or services. Once registered, a domain name belongs only to the company that purchased it.

In an oversaturated e-commerce industry, a website’s domain name can help set a brand apart from its competition. A quality domain name can increase a website’s click-through rate, improve search engine optimization (SEO), and multiply conversions. A bad domain name, on the other hand, can do just the opposite.

Unfortunately, most businesses don’t know they have a bad domain name until after it’s registered. Knowing the dos and don’ts of buying a domain name can help brands avoid the hassle of rebranding in the future. Here are the most common mistakes you should avoid when buying a domain for your business.
 

1. Choosing an Unrelated Domain

As much as possible, a website domain name should match the company’s name, industry, or service. Otherwise, it will be awkward, confusing, and misleading for potential customers. Something like this can happen when a company has chosen a name before purchasing a domain.

Those who already have a business name before checking the domain availability shouldn’t worry either. Choosing a unique domain extension is one way to fix it. An industry-specific domain extension can boost a brand’s visibility within its niche. Some examples are .io, .tv, .realestate. Companies can also add location-specific domain extensions like .fr and .nyc.
 

2. Using a Difficult or Complicated Name

Names that are hard to spell or pronounce should be at the bottom of any company’s list. These domains are harder to remember, let alone share with potential visitors. Ultimately, the website will lose traffic, views, and potential conversions.

Businesses should aim for a domain name that’s easy to share by word-of-mouth. In this case, it’s ideal to choose a name that is not only short but also tells the audiences about their products and services from the get-go. In addition, you should avoid using abbreviations, numbers, or special characters like hyphens on their website domain.

On the other hand, businesses can still remedy a potentially forgettable website domain through redirects. Before registering a domain, you should consider all the spelling and typo variations associated with their web domain. They can then acquire and redirect those domains to their website. This will prevent other companies from registering those domains in the future while potentially increasing their website traffic.
 

3. Neglecting SEO

Neglecting SEO when buying a domain name can be a costly mistake. To ensure that your website is well-optimized for search engines, choose a domain name that is short, memorable, relevant to your brand, and includes relevant keywords.

Avoid using keywords that are too generic or have already been used by competitors. A domain name with relevant keywords can help your website rank higher on search engines and increase visibility to potential customers. With a little effort and planning, you can create a domain name that will help you attract more visitors. 

4. Selecting the Wrong Domain Extension

 A domain extension, a top-level domain (TLD), is the last set of letters at the end of a website address. There are two types of TLD: generic (gTLD) and country code (ccTLD).

The main difference between gTLD (Generic Top-Level Domains) and ccTLD (Country Code Top-Level Domains) is that gTLDs are not necessarily associated with a specific country or region, while ccTLDs are reserved for specific countries or territories. Examples of ccTLDs include .uk for the United Kingdom, .ca for Canada, and .cn for China. gTLDs can be registered by anyone worldwide, while ccTLDs have specific registration requirements and may be subject to local regulations. Generally, gTLDs are used for global businesses or organizations, while ccTLDs are used for websites that target a specific country or region.

Choosing an appropriate domain extension can significantly impact a company’s online presence. Most SEO experts recommend the most popular gTLDs because visitors are more familiar with them. However, the oversaturation of some gTLD domains, such a .com, has led many companies to use ccTLDs.

The right domain extension depends on the goals and motives of the company. You should consider several factors like target market, domain availability, and audience reach when deciding which internet domain extension to buy. For example, businesses trying to reach an international market are likely to register a gTLD. On the other hand, those who want to grow a local market will go for a ccTLD.

5. Avoid Possible Trademark Infringement

Even if the domain name you want to register is not identical to an existing trademark, it can still be infringing if it's similar enough to cause confusion among consumers. To avoid this, choose a unique and distinctive name that is not like any existing trademarks.

In Addition,dont register domains with well-known trademarks: It's never a good idea to register a  domain name that contains a well-known trademark, as this is almost certain to result in a trademark infringement lawsuit. Examples of well-known trademarks include Coca-Cola, Nike, and Apple.