Domain Extensions: Which One Should You Choose?
Elise is a Squarespace web designer & Circle member from Baltimore, MD.
What Are Domains?
If you’re thinking about building a website then you probably already have a domain name picked out. This domain name + domain extension will create the website address. Choosing a name can be exciting. There is a lot more room here to be creative with how you present your brand.
However, there are fewer viable options when selecting a domain extension. And the one you choose can positively or negatively impact how people interact with your website. Before we get into that, first, let’s review what domain extensions are available. When thinking about the best ending for your website address, it’s a good idea to go with one of the Top-Level Domains (TDL).
While there are tons of TDLs, these six are pretty popular:
.com - commercial
.net - network
.org - organization
.edu - education
.gov - government
.mil - military
The TDL .com takes up residence at the end of most domain names with over 50% of all websites using them. Even so, other less expensive extensions like .tech, .shop, and .site are becoming more widely used and accepted. The most important thing to remember about TDLs is that they are Top-Level because users instantly recognize them. This leads me to why domain extensions like .com may be the best choice and how this can affect your website’s reputation.
Which Domain Extension is the Right One?
The domain extension should reflect the website’s niche or industry. For example, the extension .org is usually seen at the end of a website name that is representing a nonprofit such as a charity but this is not always the case. In the same way .com is representative of a website that publishes content that may be used for commercial purposes. Because the .com TDL is so popular, unless you fall into one of the other industries, this is your best bet. Don’t worry if you don’t sell a physical product or service. It’s not a requirement.
Here are some things to think about when considering which domain extension is right for your website.
Credibility
Custom domains that end with .com or .org, for example, are seen as being more credible that a less recognized web address. There’s a psychology behind it that depends on the user’s perspective. This goes for other brands too. Customers and businesses alike want to feel like they are collaborating with a reputable brand or individual.
Customer Recognition
Again, domain extensions like .com are just simply recognizable to most people. This can be advantageous if you already have a domain name that is simple and easy to remember. Since .com lives at the end of most domains, many users will start with that when searching online.
SEO friendly
Using a .com is the most proactive way to ensure your website will be found online. Especially if relevant keywords are used in the domain name itself. This can be the difference between your website initially ranking high or low on search engines.
Best Practices for Choosing a Domain Name
1. Think about what extension is the best for you/your brand
This step is a critical part of the web design process and also creates a foundation for your brand identity. Unless you are already a trusted name, it will be more difficult to gain the confidence of website visitors if anything else other than .com follows your domain name. If you’re a nonprofit organization using .org is the best way to ensure that potential stakeholders take notice of your organization and get involved. If you are tasked with setting up a website for a government, military, or educational sector there will already be trusted web designers/developers in place that you would be required to work with.
2. Be unique, specific and get to the point
Kim Kardashian said something about only choosing one-word names for each of her brands. The psychology behind this is that brands whose names only contain one to three words tend to be more easily remembered by consumers. Just sit and think for a second about all of the brands you know and love. Coke, PayPal, Target, Panera Bread, The Container Store, Home Depot, Gap, Rolex. I could go on but I think you get the point. Just remember, you want your domain name to tell people what your site is about or what you do before they even visit it. One more thing, it’s also a good idea to ditch the hyphens and numbers. Making your domain name as easy to remember as possible is the name of the game.
3. Add a keyword or two
This is where it might get hard. You probably have THE BEST name picked out but slow down for a second. If you’ve already figured out how to make it unique, short, and sweet that's great but, make sure one (or all) are relevant keywords. This tactic will obviously come with some SEO benefits like ranking high on search engines and ultimately getting more eyes on you sooner than later. Just be sure to use keywords with low-to-medium competition.
Do you still have questions? Don’t hesitate to reach out!
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