Finding and registering a suitable domain name is one of the most important things a startup will ever do.
Ok, it sounds a little dramatic.
But think about it. A domain name is the bedrock of an online business. Get it right, and the company has an enormous advantage from day one.
Get it wrong…
The business immediately faces an uphill struggle against the competition. The efforts to build trust and engagement are always harder and slower.
Thankfully, registering domains for startups has never been easier. With the right strategies, any startup can find and reserve a killer domain that boosts conversion and revenue.
Here’s how…
In This Ultimate Guide, We’ll Cover:
- Why domain names are so critical for startups
- How to find the best domain extension for a startup
- Common domain registration mistakes
- How to secure the perfect domain for your startup
Why Startups Need Great Domain Names
In the digital era, a domain name is much more than a web address.
It’s a company’s brand. A source of trust. The primary entry point for new customers and investors.
Startups need domain names for a number of important reasons:
First impressions
The domain name is often the first thing people see about a company. It sets expectations for professionalism, quality, and reliability.
Investor perceptions
Investors may assume a startup is fly-by-night or unprofessional if the domain is subpar.
Brand confusion
A domain too similar to a competitor’s can cause confusion or look like an intentional copy.
Search rankings
A relevant, easy-to-type domain has an advantage with search engines.
Statistics show that over 90% of successful startups with $100M+ valuations started with a .com domain. That alone should highlight how critical choosing a domain is for success.
But it goes beyond the “.com effect” too.
Say a customer or investor hears about a new startup. What do they do?
They search online. And if the domain doesn’t match the company name, or it looks dodgy… The trust goes out the window.
Factor in specific industries or local markets and startups have another reason to register the perfect domain. Country-code extensions and niche TLDs can help localise the brand and build trust.
This makes sense right?
Pick The Best Domain Extension For Your Startup
Believe it or not, the domain extension has just as much impact on brand perception as the domain name itself.
The .com domain extension will always be the default.
It’s recognisable to everyone, everywhere. And that makes .com domains more credible.
But here’s the issue with .com domains…
Most great .com names are already taken.
Gone are the days when .com was an afterthought. Every startup wants the .com advantage.
There is a secondary TLD market. Domains get transferred for insane prices. The GoDaddy database of premium .com domains is worth over $64 billion.
And of course, new startups can’t really compete with that kind of money.
Alternative extensions have been steadily growing in popularity as a result. Specially curated TLDs for particular industries provide valuable niche signals to customers and investors.
Extensions such as .io, .tech, and .ai have all grown massively popular among tech startups in recent years.
In fact, new TLD registrations experienced a 17.4% YOY increase from startups. That’s a huge spike from traditional .com domains.
What are the best domain extensions for startups then?
There’s no magic bullet answer to this. It depends on:
- The target market for the startup (general, developer, tech, local, etc.)
- The specific industry vertical (finance, programming, artificial intelligence, etc.)
- How important .com advantage is (redundant domain names can use alternatives)
- The available budget for the domain name
For consumer-facing brands, .com is always the best bet. Especially if the domain name is also the company name.
B2B tech startups can use more niche extensions with credibility. Extensions like .io, .tech, and .software play really well for software companies.
If you’re building a startup for a specific country, use the country-code domain extension. Founders targeting Asia-Pacific markets should learn how to register a domain in Singapore or other regional hubs. ccTLDs naturally boost local search rankings and customer trust.
Budget plays a big part too. .com domains that are premium (expensive) make alternatives more palatable.
Industry has a huge impact.
AI companies naturally gravitate towards .ai extensions. Finance and blockchain startups consider .finance and .blockchain TLDs.
It really all comes down to matching the extension to business goals and target market.
Common Domain Registration Mistakes To Avoid
When searching and registering domains, most startups make the same mistakes.
By knowing these common errors and pitfalls, a startup can register and protect the domain name more strategically.
Mistake #1: Trying to use overly complicated names
The startup wants to use a long, convoluted name.
Forget it.
Long domain names are incredibly user-unfriendly.
Potential customers won’t waste time trying to remember long URLs. The startup needs a short, memorable name.
Mistake #2: Domain registration but not protection
The startup only registers one single domain name.
Stop right there.
A smart startup registers multiple variations of the domain name. This includes common misspellings, alternative extensions, and versions with hyphens.
In effect, the startup is protecting the brand with domains.
Mistake #3: Domain registration but not privacy protection
The startup registers a domain but doesn’t protect the registration information.
Make that a double stop.
Domain registrations publish contact information to WHOIS databases by default. Unless privacy protection is purchased, the startup gets targeted by spam and scammers.
Domain registrars almost always offer a built-in privacy protection feature.
Mistake #4: Not setting domain renewal reminders
The startup forgets to renew the domain registration.
Pay attention now.
Domains expire. At some point, the startup isn’t going to want the domain anymore. If the startup doesn’t renew and close the registration, the domain opens up to the public.
Set up automatic renewals and reminders and the domain is never lost by accident.
Mistake #5: Registering a domain with trademark issues
The startup doesn’t do any trademark checks before registering the domain.
Take notice.
Registering a domain that infringes upon a trademark is a legal minefield. Founders need to check the databases before signing on the dotted line.
Domain Registration Best Practices For Startups
The best startups not only follow all of the above advice but also do some additional things.
Register for multiple years upfront
Register the domain for a minimum of three years.
Three years gives a clear signal to search engines that the business is a serious going concern.
Three years prevents accidental loss of the domain by expiry.
Three years locks in current prices.
Research keywords and phrases
It’s surprisingly rare to see a startup include a keyword in its domain name.
A word in the domain name will always have ranking benefits with search engines.
The startup also gets exposure from appearing in search suggestions and ads.
Plan for growth
Choose a domain name that will scale with the business.
Avoid branding the domain name to a specific product or location unless that’s the long-term focus.
Document everything
Record the registrar login details, registered period, and renewal date in a secure location that others on the team can access.
Monitor domain health
Set up notifications for domain expirations, DNS changes, and potential security threats.
Wrapping Things Up
Choosing and registering the domain name is an important early step for a startup.
The principles are simple:
- Choose a short, easy-to-remember, and brandable name
- Choose the right domain extension for the market
- Avoid the mistakes that immediately hurt credibility
- Follow the process for reserving and protecting the domain name
- Acquire and protect related domains that secure the brand
The startup will build trust with customers and investors for years to come based on the domain name alone.
It’s not rocket science.
But it is too important to rush.