Domain name checklist for your brand

How would you choose a domain name for your website? We have seen many of our clients pick a name closest to the name of their brand. We have also seen some of our clients find a name of their choice, and they immediately block it, even without checking the pricing or the domain extension (.com or .net). Impulsive actions or wild guesses taken while blocking the domain can cause difficulties for the owners in the future.

The internet world is new to brand owners who are just starting off to launch their first website. The domain name chosen once will be a front door for all your audience on the website, email, invoices, ads, support, and more. Pick well, and people remember it after hearing it once. Pick poorly and you’ll spend years spelling it out, apologizing for dashes, and fixing deliverability. Our expert team has a checklist for you.

How to choose a domain name

Here are some questions you need to ask before you add your favorite domain name to the cart.

1. Is the domain available?

Have you come across a situation where you type one domain name in the search engine, only to find 10 different companies having the same name? This can happen to you, too. Here is what you need to check.

• See if the domain name you want to buy is unique.

• See if the name does not have any trademark. This will save you from copyright issues.

• Check if the .com is free. If not, look at trusted alternates like .in, .co, .io, .ai, or any other extension that suits your brand.

• Also, register the common misspellings and plural or singular versions and set redirects.

• If you plan to operate in multiple languages, check for conflicts in transliterations and internationalized versions.

• Once you pick the name, document your brand use and plan to file your own trademark as soon as possible

2. Is the domain name easy to type?

Let’s take an example of your experience again. What has been easy for you to search for on the web? Is it a name you can remember, or is it a name so complicated that you do not recall? Ever had to spell a web address three times on a call or type it twice on your phone because it is fussy? That is a sign the name is working against you. Your domain should be quick to say, easy to remember, and simple to type the first time.

• It should be short and clean with one word or a combo of two words. Longer names confuse the user.

• Hyphens, numbers, and any kind of characters must be avoided as they slow people down while typing and increase the probability of errors.

• Use easier words and familiar spellings. Avoid getting too creative or avoiding jargonising the names.

• Skip double letters and tricky repeats that invite typos.

• Make sure it passes the say it once test, someone hears it and types it right.

• In case you are going global, say the name in multiple accents and ensure that it is rightly pronounced.

3. Is the domain good for SEO?

Along with making the domain name audience-friendly, make it user-friendly too. A domain helps SEO when it is easy to trust, easy to remember, and easy to link to. You do not need exact keywords in the name to rank. Search engines care more about useful content, clean site structure, and good links. Here’s what you need to keep in mind.

• Your domain name should look like a brand name and not a name overstuffed with keywords.

• If you want a light hint, one simple word related to your space is fine, but keep it natural.

• In case your website is a global one, prefer a .com as an extension instead of extensions specific to any country.

• Make sure the name fits future topics, so you are not boxed into one keyword or niche.

• Ensure the domain is easy to pronounce and type so you naturally earn direct traffic and brand searches.

• After purchase, set a single canonical version www or non www and stick to it with redirects to protect link equity.

4. Does the domain extension make sense to you?

Is the domain name enough for you? No, extensions are also very important. The extension sets first impressions. It signals where you operate, who you are, and how safe the site feels. Pick a TLD your audience already trusts and that fits your market not only today, but also tomorrow.

• The safest option for you to choose is a .com extension.

• If you belong to one particular location and want the website to only attract the audience for that location, go for a location-based extension.

• Use .org for nonprofits and avoid it for a profit brand.

• Do not get happy for an extension that comes for a cheap price. Some new TLDs are cheap in year one and expensive later.

• Avoid extensions with a history of spam.

5. Is the domain platform charging you correctly?

The need for websites is increasing, and so are the domain vendors. Some vendors are ethical, while some make an immense profit in the market. Prices look simple on the landing page, but the real cost shows up at renewal or when you need support. Check the full bill for year one and every year after, and make sure there are no hidden extras tied to basic features you will use.

• Compare the first-year price with the renewal price for the same TLD.

• Check if the name is a premium domain with higher renewal fees every year.

• See if privacy protection is included or billed as an add-on.

• Confirm DNS hosting is free and supports the records you need - like A, CNAME, TXT, MX, SRV, CAA.

• See if multi-year discounts exist and whether they lock the renewal rate.

• Make sure you can manage everything yourself, nameservers, glue records, and zone edits without a support ticket.

6. Did anyone use the domain before?

Your domain can be a domain that was used by another brand that did not come back and renew it. It could be operating as a venture completely different from yours, or it could be a spammy website. Do a history check before you register one for your brand.

• Run a WHOIS history check to see past owners and how often it changed hands

• Look up old versions on the web archive and note what the site sold or showed.

• Scan backlinks for junk links, link farms, or hacked pages.

• Check common email blacklists to see if the domain or its IP shows up.

• Test basic email from a test subdomain to Gmail and Outlook, and see if it lands in the inbox.

7. Can you get a matching SSL quickly?

Your domain should be able to get a security certificate fast. If SSL is hard to issue, some browsers will warn users, and some forms or payments may fail. Pick a domain and a setup that lets you go secure in minutes.

• Check that your TLD works smoothly with common certificate providers.

• Prefer hosts and CDNs that support free and automatic SSL.

• Check for mixed content on your pages and fix old HTTP links.

• Test SSL on the live site with an online checker and aim for an A grade.

• Make sure auto-renewal is on for certificates so they never expire without you noticing.

8. Does it scale for subdomains?

You are starting now and may be starting small. However, as you grow, you may add apps, api, docs, blogs, status, or regional sites. Your domain should handle these easily without having an issue. Here is what you need to do.

• Check your DNS can add many records quickly and supports CNAME and ANAME, or flattening at the apex.

• Make sure your host or CDN lets you attach many subdomains under one project.

• Plan SSL early, use a wildcard certificate for many hosts, and confirm your stack supports it.

9. Are the social handles and the emails clear?

Your domain name should line up everywhere so people find you fast and trust what they see. Check that the same handle is free on major platforms and that your email pattern looks clean and easy to read.

• Search the handle on Instagram, X, LinkedIn, YouTube, and the ones your audience uses.

• Aim for the same handle across platforms or the closest clean match.

• Reserve the handles the same day you buy the domain and add profile basics and a link.

10. Is ownership future-proof?

The future of your domain and website depends on where you buy and manage the domain. Some registrars make ownership simple and safe. Others bury key settings, push upsells, or slow down transfers. You need to have a long-term goal for this. Check for all of this on your platform.

• Company email on the account and separate technical and billing contacts.

• Whether WHOIS privacy is included for free on your TLD.

• A simple transfer-out policy in case you need any future transfers.

• Clear support channels like 24×7 chat/email/phone or just tickets, plus average response times.

• Refund and cancellation policies.

Choose your domain on WEMASY

Are you ready to choose a domain now? WEMASY’s domain registration tool will make it easy for you. Come to our website, search your name, check real-time availability, and see the renewal price upfront before you commit.

Once this is done, turn on privacy with a click, pick the extension that fits, and you’re set. Once this is done, point DNS in minutes and auto-issue SSL so your site, email, and tools connect cleanly. Simple, isn’t it? Let’s start now!.