How to Evaluate a Domain Name

Evaluate domain names requires testing.

A strong domain name is one people don't forget; domain name confusion only leads to missed business opportunities and lost customers. Savvy business owners know that evaluating domain names before purchase gets web marketing off to the right start. Evaluating potential domain names can take a few hours or longer, depending on how long your "love list" of names is. When narrowing your list, get feedback from others who know you and your business.

Instructions

New Domain Name

1. Brainstorm creative yet easy-to-remember names that describe your business. For example, smithlaw.com and smithlegalservices.com both work for a website for Attorney Smith, but there may be many attorneys with this name. More descriptive might be jsmithlaw.com, for someone with the first initial of "J" or smithlawcleveland.com for a Cleveland-based attorney.

2. Be specific. Eliminate names that don't reflect what you do or who you are. Something like "books.com" is too generic; a more specific domain name either describes or incorporates the name of your business.

3. Search the Internet to see if these domain names are available, and cross any off your list that are currently taken. This helps narrow down your list.

4. Show the list to friends and family to get feedback about what names work best for others. Revise the list based on the feedback.

5. Say the names out loud. Think twice about any names that might sound different than they're spelled. Users who hear your domain name then try to type from memory could make spelling errors that could cost you business. Also, aim for short and simple, which is easier to remember. Take names off your list that don't pass the verbal test.

6. Use a ".com" extension to have a traditional, recognized URL. You can get other extensions like ".biz" or ".info," but these are thought of as less credible, and potential customers may subconsciously feel less good about your business if you have a "second-tier" extension, warns marketing professional John Kuraoka. If you run a non-profit, ".org" is an acceptable substitute to ".com."

Tips & Warnings

• If your preferred domain name isn't available, consider getting one with hyphens so you can still have the name you want. For example, "jsmith-law.com." However, searchers may not remember the hyphen and end up at a competitor's site.

References

• The Site Wizard; Tips on Choosing a Good Domain Name; Christopher Heng; July 14, 2010
• Tightwad Marketing; How to Evaluate adn Select Your Domain Name; John Kuraoka