Imagine walking through a busy pedestrian zone and discovering two new cafés. The first is called “Top Coffee”, the second “Kaffeespezialitäten-Manufaktur24 Müller & Co.”. Which one would you go to first? Probably to “Top Coffee”. Not necessarily because the coffee there is better, but because the name is easy to remember, sticks in your head immediately and builds trust without overwhelming you.
It’s the same on the Internet: If you want to find a suitable domain name, you should focus on brevity, simplicity and clarity. After all, a good domain name often determines whether users click on your website or simply keep scrolling.
What is a domain?
A domain is the unique address on the web with which your website can be reached and through which you can be found on Google and other search engines. Without a domain, there is no website, regardless of whether it is a landing page, a blog or an online shop.
The allocation of domains is strictly regulated by the NIC (Network Information Centre):
- Each domain may have a maximum of 63 characters per section (“label”).
- The entire domain name, including all dots, may contain a maximum of 253 characters.
- Allowed characters are letters, numbers and hyphens.
- Important rule: A domain name may not begin or end with a hyphen
Each domain is unique and cannot be assigned twice. This makes it a central component of branding. With a simple, meaningful domain, companies and websites can not only be found more easily, but they also strengthen the trust of users and improve the chances of ranking well in search engines.
Which top-level domain suits your website?
The top-level domain (TLD) is the part of an Internet address that comes after the last dot, for example .de or .com. It helps users and search engines to understand what type of website it is and for which market it is relevant.
Frequently used TLDs are:
- .com international, for commercial purposes
- .de, .at, .ch country-specific abbreviations
- .org originally intended for organisations
- .net often used by online companies
- .info for information sites
- .shop, .tv topic-specific endings that are suitable for e-commerce or media offerings
In Germany in particular, the .de domain is highly trusted. We therefore recommend using this extension for the German market in particular. For international customers and commercial purposes, .com is often a good choice.
Finding the right domain name - but how?
The right domain name is the basis for your online presence. It determines whether users will find your website easily, remember the name and build trust. To ensure you don’t make a random decision, it’s worth clarifying a few basic questions in advance. We have put together 7 guiding questions to help you come up with initial ideas for the domain name. You can then use a checklist to test their practicality.
7 questions to find your perfect domain name
To help you find the right domain name, we’ve put together some questions to guide you. They will help you to develop initial ideas and head in the right direction:
- What should take centre stage? Should the domain name emphasise your own name, a product, a service or the entire company? Let’s go back to the café example: It is a good idea to use the café’s own name as the domain – for example topcoffee.de. Company names, fantasy names or creative word creations are also good options. The advantage: such names are usually still available.
Is your offer regionally limited? If your offer is limited to a specific region, it may make sense to include the place name in the domain. If the café is located in Berlin, for example, an address such as topcoffeeberlin.de is a good choice. Choosing the right top-level domain is just as important. It helps to clarify what the site is about and for which market it is relevant. Also pay attention to the impact of the name in other countries – especially if you operate internationally or would like to do so in the future.
Is the name easy to remember? A good domain is short, concise and memorable. The simpler it sounds, the easier it is for users to remember and pass it on to others – whether verbally, by email or via social media. Also make sure that your name is unique and cannot easily be confused with existing domains. Confusion can quickly lead to potential visitors landing on the wrong website or not finding your site at all. A clear, unmistakable domain therefore contributes significantly to your success on the Internet.
- Is the domain name meaningful? The domain name should also be meaningful. It should immediately convey what visitors expect to find on the website.
- Does the domain contain complicated characters? Avoid umlauts, numbers and special characters if possible, as they can easily lead to confusion. If your desired domain name is already taken, a hyphen can be a possible alternative, but bear in mind the risk of confusion. In German-speaking countries, it is also quite common to separate longer terms with hyphens to improve readability.
- Is there a risk of spelling mistakes? As already mentioned, a domain name should be short and simple to minimise the risk of spelling mistakes. However, if there is a chance that users will spell the name incorrectly, it makes sense to save these alternative spellings and automatically redirect them to the main domain. This will ensure that visitors reach your website in any case.
- Does the domain name match your brand? Make sure that the domain name is consistent with your branding and cannot be confused with the competition.
The checklist for your ideal domain name
- Short & concise: Ideally, your domain should only have 2-3 syllables and be no longer than 20 characters.
- Easy to pronounce and write: Test the name with friends or family. If others can pronounce it without any problems and write it down correctly, you are on the safe side.
- Memorable: A good domain name is memorable and easy to pass on – perfect for word-of-mouth advertising.
- Without special characters: Avoid hyphens, numbers and umlauts. This can quickly lead to confusion.
Use keyword relevance sensibly: If possible, it is worth including a central keyword in the domain name. This can help your website to be recognised more quickly by search engines such as Google and increase your visibility. However, caution is advised: Many keyword domains are already taken and overly obvious additions such as -buy.com or -book.com quickly come across as unprofessional. A good keyword domain should therefore sound natural and fit in with the overall image of your brand.
Check trademark rights: Before you finally decide on a domain name, you should definitely check whether there are any conflicts with existing trademark rights. Make sure that your desired name is not already registered as a trade mark to avoid legal problems. A good place to start is the website of the German Patent and Trade Mark Office (DPMA), for example, where you can research existing registrations.
- Choose your top-level domain consciously:.de for the German market; .com for international reach; alternative endings (.shop, .org, .tv etc.) depending on the purpose
- Check availability: Be sure to carry out a domain check to see if your desired name is still available. If there are several spellings, it is advisable to save all variants and forward them to the main domain. If the desired domain name is already taken, there is no need to despair: it is often possible to purchase the name directly from the current owner. As an agency, we can also support you in this process and help you find a suitable alternative.
Long-term orientation: Avoid the use of short-term trends. Such names are often quickly outdated and lose their impact. Instead, choose a domain name with a future perspective that looks timeless and will still fit your brand in several years’ time.
Keep branding in mind: The domain should match your brand and clearly stand out from the competition. Also check whether the name is also available on other social media channels such as Instagram, LinkedIn or Facebook.
Conclusion: How to find the perfect domain name
A good domain name is much more than just an Internet address. It is the foundation of your online presence and an important part of your branding. It should be short, memorable and easy to understand, without complicated characters or unnecessary additions. With the right top-level domain, a clear focus on your brand and a view to the future, you can create the basis for visibility, trust and long-term success.
Use the 7 questions and the checklist to develop your perfect domain name – and remember: a strong name opens the door to more reach, better rankings and satisfied visitors.
Frequently Asked Questions
Questions & answers about the OS platform:
A domain name is the unique address of your website on the Internet that visitors can use to access your site – for example www.deinname.de. It usually consists of a freely selectable name and an extension (top-level domain such as .de or .com). Without a domain, no website is accessible.
A good domain name is short, easy to remember and unique. It should match your brand, not contain any complicated characters and, ideally, make it immediately recognisable what your website is about. Memorable names create trust, stick in people’s minds and are easier to pass on.
Yes, in many cases this makes sense. For example, if you use the .de version for the German market, you can also secure the .com domain to avoid confusion and protect your brand. You should also secure alternative spellings or common typos of your domain and forward them to the main domain. This prevents competitors from using similar domains and ensures that visitors always land on your website reliably.
