10 minutes to find the best domain name
You are ready to take the plunge and finally have the website you have been dreaming of — one that will serve your business, showcase your passion, present your products and your expertise! And of course we understand, since we are often part of such adventures. We also know that before getting to this stage, you have already asked yourself quite a few questions and may even have found just as many answers!
But now a crucial and often dreaded step has arrived: choosing your domain name. I am torn between "this-thing.com" and "that-thing.co.uk"…
Don't worry, there are ways to get through it without too much trouble — here are a few of them!
Before we start, stay calm
No, no, no — everything does not depend on this, and your business is not going to collapse just because the idea of the century keeps eluding you! Of course, if you sell shoes and opt for "my-great-plumber.com", let us say politely that… you enjoy a challenge with very long odds!
Beyond that, it is true that most of the names that first come to mind will already be taken and therefore unavailable. Which is exactly why a bit of method goes a long way in finding alternatives. Rest assured, the blank page will not stay blank for long!
Know your business well
Start by listing words and expressions that define your business. Do not hesitate to note many of them — some precise, others more general. To help you, answer the questions: "what are my products? my services? what do I offer?"
Make the most of word and idea associations, look for synonyms, and do not self-censor. At worst, if you write down something ridiculous, you can delete it later.
Find your values and your distinctive qualities
Do the same with your values and all the qualities that define you. You might be warm, discreet, conscientious, patient, thorough, attentive… This will lengthen the list of words. And to add even more, ask yourself what tone to give your brand: light and humorous, clear and informative… there are as many possibilities as there are businesses and associations.
Add a few sources of inspiration
Be careful — we are talking about inspiration, not plagiarism. Ikea has a good ring to it, as does Coca-Cola, but they are rather well known! So let us be clear: no "Ikeo" or "Coco-Cola" — there is no need for that to move forward. On the other hand, asking yourself which names you like and adding them to your list can still inspire new ideas. And if those names come from a field close to yours, that will even help you stay focused.
Check that it does not only speak to you
Everyone has their own life and experiences, their own memories and preferences. That is why certain words will evoke a great deal for some people and very little for others. To avoid this pitfall, after reviewing your list, cross out some words, circle others, underline some, and then talk about your preferences with people close to you. Ask them whether the names fit well with what you do, with who you are. These comments are a good way to steer clear of dead ends.
To avoid: two false good ideas
The first: choosing a name that is too specific, and thereby failing to account for the possible evolution of your activities. Today I sell shoes — tomorrow, clothing may well be added to my offering. The ideal: know how to anticipate.
The second: humour. In everyday life, humour eases social interactions, but for a domain name it can quickly become tiresome and seem… heavy-handed.
To try: two genuinely good ideas
The first: keep it short and simple. Finding a name that is easy to write and spell, with no hyphens or full stops, is already helping your visitors to remember it.
The second: use your surname and first name, or even a diminutive. But this is not suitable for all businesses. And if you have many namesakes, or worse, if they are famous, steer well clear! It could interfere with your online presence. So, granted, that is not necessarily a good idea!
A little technical detail
There remains the choice of extension. To keep it simple, prefer ".fr" if your business is exclusively French; ".com" if your project is international; ".org" if you are in the not-for-profit sector.
Other extensions are possible, but their novelty can prove costly — not necessarily in the first year, but in the years that follow. Stay cautious and, as always, beware of overly tempting offers.
Don't forget communications agencies
Let us be honest — it is perfectly natural for us to give you this advice! For these kinds of questions, do not hesitate to contact a communications agency. All the more so since it will be able to advise you on other aspects and support you — or even take charge of — part of the problems and doubts you encounter.
It is difficult to have solid knowledge across many fields, especially technical ones, so rather than making poor choices or wasting time unnecessarily, take advantage of a professional's expertise. You must know a competent and friendly communications agency. Of course you do — think harder!
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