Choosing a domain name can feel surprisingly high stakes. It becomes part of your brand, appears on everything from email addresses to printed materials, and may stay with your organization for years.
What is your domain name? Your domain name is the main address people use to find your website. You may also hear it called your website address. A URL is the complete address for a specific page (such as landslidecreative.com/about).
It may seem like all the good domain names are taken. And, well, they pretty much are. This is the unfortunate reality for a couple reasons. First, there are just a LOT of websites and businesses out there! Second, domain “squatters” buy up domain names and “squat” on them, meaning they don’t do anything productive with the domain, they simply hold on to it, hoping to eventually sell it for big bucks to someone who has a legitimate use for it. Fortunately, you usually have more good options than it first appears.
Let’s walk through the key factors to consider before registering a domain name, including how to choose the name, evaluate domain extensions, protect ownership and security, understand costs, and plan for your organization’s future.
Where do I look for domain names?
Before you can decide on a domain name, you have to see what’s available. You can search directly through a domain registrar, a company that manages the ownership of domain names. Common domain registrars include Hover (what we typically use), Namecheap or Cloudflare Registrar.
When considering where to register your domain, look beyond the introductory price. Check the renewal cost, privacy protection, account security options and how easy it will be to manage the domain later.
We strongly recommend that organizations register and own your domain directly rather than having a web company, employee or other third-party hold it on your behalf. That keeps one of your most important digital assets under your control.
What if my ideal domain name is taken?
If the domain you want is already registered, that doesn’t necessarily mean it’s unavailable. Many domains are held by individuals or companies that are willing to sell them, either directly or through a domain marketplace.
Start by checking whether the domain is actively being used. If it points to a live website for another organization or business, especially one with a similar name, it may be better to choose another option. If the domain is “parked”or listed for sale, you may be able to purchase it from the current owner. Some registrars and marketplaces offer brokerage services that will contact the owner and negotiate on your behalf. A broker can be useful when the owner’s identity is private, the domain is highly valued, or you want help handling the negotiation without revealing how interested you are.
What should my domain be?
The best case scenario is to use your exact business name, such as landslidecreative.com. That makes it easier for people to remember, recognize and trust.
If your full name is long or unavailable, look for a shorter variation that still feels natural. You might use a common abbreviation, remove an unnecessary word, or add a simple descriptor that helps distinguish your organization.
Keep it easy to say, spell and type. Avoid unnecessary hyphens, numbers, unusual abbreviations or clever spellings that you’ll have to explain every time you share the address. Also, watch out for words created within the URL by combining two words. When written together, they can form unintended (or embarrassing) new phrases.
You also don’t need to pack your domain with keywords for SEO. A clear, memorable domain that reflects your actual name or brand is a better long-term choice than an awkward phrase designed around search terms.
Before making a final decision, say the domain out loud, type it without looking at your notes, and imagine using it in an email address. A domain can look perfectly clear on screen but become confusing when someone hears it spoken.
Finally, choose something that gives you room to grow. A domain based on one location, program or service may become limiting if your organization expands later.
Choose something logical that’s not too long, and matches your business name as closely as possible.
What extension should I chose?
Extensions are the letters that come after the dot in your domain name. The original options included .com, .net, .org, .gov. New extensions are now available, and you may have seen domains with .me, .ly, .tv, .xyz, and other more specific extensions.
For most organizations, .com and .org are still the safest choices because they are familiar, easy to remember and widely trusted. A .org extension is often a natural fit for nonprofits, associations and mission-driven organizations, while .com makes more sense for businesses and commercial brands.
That said, there are now many other legitimate domain extensions, including options tied to industries, communities and geographic areas. A newer extension can work well if it clearly fits your organization and is easy for your audience to understand. However, many people are still not familiar with these extensions, and it could create confusion for your audience. If you have a younger, tech-savvy audience, you might be ready to go for it. If you have an older audience or one that is less tech-savvy, you’ll want to stick to a standard, familiar extension.
Also consider whether it makes sense to register more than one extension. For example, a nonprofit using .org might also register the matching .com and redirect it to the primary site. You generally don’t need to buy every possible variation, but securing the most obvious alternatives can help protect your brand and catch common mistakes.
How many domains should I register?
In most cases, you only need one primary domain. It can still make sense to register a few strategic variations if they are likely to prevent confusion or protect your brand:
- An obvious misspelling of your name.
- Singular and plural versions when both could reasonably be used.
- The matching .com or .org if your primary domain uses the other extension.
- A shorter domain that is useful for campaigns, printed materials or spoken references.
Any additional domains should redirect to your primary website rather than functioning as separate sites.
Try not to go overboard! The registrar (the company that sells domains) may try to get you to buy every possible extension and every variation of your domain during checkout. Just get the ones the make sense.
How much should I pay for a domain name?
The price of a domain name can vary dramatically. If you are buying it directly from a registrar — not from a squatter or reseller — the annual price is typically modest. More desirable domains and extensions can be on the higher end.
You may find that your ideal domain name is being sold by a squatter or reseller, and the price is significantly higher, thousands or even tens of thousands of dollars. This is when you have to make a tricky decision: is the perfect domain worth the investment? Only you can answer this question, but there are a few things you should consider:
- How important is your website to your business? Essentially, is your website itself your business? If so, it might be worth it to spend more.
- How much money is this domain going to make you? How long will it take you to break even on the purchase?
- Can you change your business name? If you are still in the planning stages, it may be worth considering.
- Can you find a similar domain name? Of course you’d like to have your perfect domain, but could something similar get the job done without hurting your business?
Decide in advance what the domain is worth to your organization. If the asking price doesn’t make sense, don’t force it. A clear variation, a different extension, or a slightly longer domain can still work well.
How long should I register it for?
You can usually register a domain for anywhere from one to several years at a time.
The more important issue is making sure you don’t accidentally let the domain expire. Turn on automatic renewal, keep your payment information current, and make sure renewal notices go to an email address that someone at your organization actively monitors.
It’s also a good idea to document where the domain is registered and who has access to the account. Domains often stay in use far longer than the employees, vendors or agencies who originally set them up, so clear ownership and account access can prevent major headaches later.
When and where should I register a domain?
Once you’ve decided on a domain name and confirmed that it works for your organization, it’s smart to register it immediately. Available domains can be purchased at any time, and there’s no benefit to waiting once you’re confident in your choice.
We typically use and recommend Hover for domain registration because it keeps domain management relatively simple and includes the features most organizations need.
Your Domain Name Checklist
- Choose a domain that is easy to remember, easy to type, and clearly connected to your organization or brand.
- Select an extension that fits your audience and purpose.
- Check that the name won’t cause confusion or resemble another organization.
- Consider registering a few strategic variations.
- Register the domain in your organization’s name. Document who has access and how to recover the account.
- Turn on automatic renewal.
