Choosing a Company Domain - Lumis

What questions should you be asking?

When determining which domain name to use, you need to analyze your business. Some of the questions you should ask yourself are,

1) Will my business have international operations or focus on the local/domestic market?

2) What are my company’s service or product offerings?

3) Where will we be in 5 years?

4) Is our primary market B2B or B2C?

In many cases, the most fitting domain name for the companies I have worked with are the .com extension (mainly due to the fact that my customer base is largely in the US). However, many times the preferred .com domain is taken. What’s left are options that may or may not be appropriate. Is there a specific, general, strong name that you like? Is the brandable name you ‘coined’ already taken? Should you choose a .com domain name such as xxxxCorp.com?

What is the best domain for my business?

Over the past few years, there have been a flood of alternate domain extensions introduced. With the adoption of various domain extensions within the startup community, it can often be difficult to decide which domain is the best fit for your business.

So “what is the best domain for my
company”?

Working with the SMB community, I have come across this question more than once. Your domain name is your identity on the internet, so it is important to select a name that is easily recognized and found. To anyone outside of the domain industry, it can be difficult to know where to begin.

After you've identified various names that will work, how do you decide on the right one?

There are multiple boxes that you will need to make sure your domain checks-off.

Radio Test:

Can a potential consumer understand how to navigate to your website after verbally hearing your domain name. That is, if you were listening to a commercial and were told to visit “Three Lumis / .com”, should you visit 3Lumis.com or ThreeLumis.com? Author Media has great insight on this and did a write-up HERE that covers this topic in more detail.

Short and sweet:

The longer your domain is, the more likely a customer is too misspell your domain name. Short, sweet and to the point.

No hyphens or trailing keywords:

Falling back on the radio test, hyphens make it inherently more difficult for a consumer to identify your company on the web. And from a customer perspective, hyphens are often associated with a lack of credibility.

Companies often add trailing keywords such as LLC, Inc, Investing, Corp, etc alongside that beautifully sleek simple brand that they originally selected (ex. LumisLLC.com). However, these extra words added to the end can make navigating to your website incredibly confusing for the customer.

Avoid hyphens and unnecessary trailing words if you wish to add credibility and be the forefront of your brandspace/industry.

Domain due diligence:

Be certain that your domain name is not infringing on the intellectual property of another company or else you may feel the recourse of a UDRP.

Choose an appropriate domain extension:

Focus on the domain name being used and make sure that it is a match for your market, product/service offerings and company objectives. If your company is involved with a large online community ‘Club’ and you wish to utilize the .fit extension, you’re probably not making the best decision whereas the .club or .com extension would have been more relevant and fitting.

CONCLUSION

Ask yourself these questions and make sure your domain checks-off on all the boxes above to identify the best domain fit for your company. Speaking with a domain broker will also help you gain additional insight when coming to a decision and should help you in avoiding costly mistakes should you decide to change your domain name in the future.
CONTACT LUMIS TO SEE HOW WE CAN HELP!