The importance of a good domain name

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When starting a business, it can be challenging to come up with a good company name.

But when you’re brainstorming a company name, do you also consider your domain name? Usually not, right? However, choosing a good company name and domain name is crucial for the success of your business.

If you choose the wrong domain name, it can be a hassle to change it later without damaging your brand and search position. Switching domain names can result in losing visitors, which are customers you desperately need when starting a business!

That’s why it’s important to choose the best domain name that works for your business and aligns with it from the beginning.

A domain name is your business address

The domain name is an address that you’ll often share.
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Want to make a purchase? Check out my online store.
Want to get in touch with me? You can easily do so through my website.

The impression of a domain name

Your domain name is the first thing visitors will see when you hand them a business card, when you talk about your company and they want more information. A good domain name can create a positive and lasting impression, while a bad domain name can lead visitors to mistype your website, quickly forget it, or form a wrong impression of you or your services.

Your domain name in Google

The domain name also has an impact on SEO, or your search position in Google. Although an exact match with your company name is no longer a necessity, having relevant keywords in your domain name can help you rank higher in Google.

Choosing a domain name – 10 things to look out for

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There are several factors to consider when choosing a domain name. Here are 10 important points with explanations:

  1. Use the appropriate extension (.nl, .com, .org)
    If you operate in the Netherlands, NL is the most commonly used domain extension. Use COM if you want to do international business. ORG is less frequently used, but if you have a large organization or your desired domain name is not available with .nl, you can consider .org.
  2. Use niche or specific keywords in your search for the right domain name
    This is especially important if you want to rank in Google and attract the right customers. Instead of using generic names like “websites,” add a location or other accompanying word. Think of “websites amsterdam” or “WordPress websites.” Or even more specific, like “affordable WordPress websites.”
    The accompanying word will help you rank higher in search results when people search for it. This way, you won’t be competing against thousands of other websites that already have the keyword in their domain name.
  3. Choose the shortest possible domain name
    A domain name should be easy to type and remember. It is recommended to have a maximum of two words. People won’t remember more than that.
  4. Choose a domain name that is easy to type, spell, and pronounceThere are several factors to consider when choosing a domain name. Here are 10 important points with explanations:
    1. Use the appropriate extension (.nl, .com, .org)
      If you operate in the Netherlands, NL is the most commonly used domain extension. Use COM if you want to do international business. ORG is less frequently used, but if you have a large organization or your desired domain name is not available with .nl, you can consider .org.
    2. Use niche or specific keywords in your search for the right domain name
      This is especially important if you want to rank in Google and attract the right customers. Instead of using generic names like “websites,” add a location or other accompanying word. Think of “websites amsterdam” or “WordPress websites.” Or even more specific, like “affordable WordPress websites.”
      The accompanying word will help you rank higher in search results when people search for it. This way, you won’t be competing against thousands of other websites that already have the keyword in their domain name.
    3. Choose the shortest possible domain name
      A domain name should be easy to type and remember. It is recommended to have a maximum of two words. People won’t remember more than that.
    4. Choose a domain name that is easy to type, spell, and pronounce
      If you do business in the Netherlands, make sure you have a Dutch name. Choose a domain name that doesn’t have multiple meanings and can be spelled in different ways. When you tell someone the domain name, they shouldn’t have to ask, “How do you spell that?” or repeat it three times.
    5. Choose a unique, catchy, and memorable domain name
      Keep it short and specific, but test your domain name by telling it to someone you know and ask them a week later if they still remember it. Do this test with 10-20 people, as some may be less interested when you mention something and therefore forget it 😉
    6. Avoid double letters, hyphens, and numbers in the domain name
      A hyphen in the domain name is often used when the original domain name is already taken. It creates confusion to use hyphens and numbers, both in writing and when pronounced. So, it’s best to avoid them!
    7. Think long-term instead of short-term: leave room for expansion
      If your domain name is too specific, such as “Pietsfriet” (Piets fries), it can limit your business growth or your service and product possibilities. Try selling bananas under the name “Pietsfriet” 😉
    8. Act quickly before someone else registers the domain name
      If you have registered a company name with the Chamber of Commerce (KvK) and you have told others about your company, including the name, don’t wait too long to register the domain name. Anyone can register a domain name, even your competitor or someone who thinks the name is brilliant! And yes, this does happen!
    9. Check if the domain name is not a trademark or already in use
      There are thousands of names in use, so make sure the name you want to use is not being used in the same country where you conduct business. If the domain name resembles a company’s name or is

      part of a company name, you may receive a letter requesting the transfer of the domain name. And that would be a waste of your time.

    10. Check your domain name in Google Translate and Google
      Especially with short domain names, there is a risk that the domain name is a swear word in another language or part of a word you would rather not use. It could also sound like a word you would rather not pronounce.

    anings and can be spelled in different ways. When you tell someone the domain name, they shouldn’t have to ask, “How do you spell that?” or repeat it three times.

  5. Choose a unique, catchy, and memorable domain name
    Keep it short and specific, but test your domain name by telling it to someone you know and ask them a week later if they still remember it. Do this test with 10-20 people, as some may be less interested when you mention something and therefore forget it 😉
  6. Avoid double letters, hyphens, and numbers in the domain name
    A hyphen in the domain name is often used when the original domain name is already taken. It creates confusion to use hyphens and numbers, both in writing and when pronounced. So, it’s best to avoid them!
  7. Think long-term instead of short-term: leave room for expansion
    If your domain name is too specific, such as “Pietsfriet” (Piets fries), it can limit your business growth or your service and product possibilities. Try selling bananas under the name “Pietsfriet” 😉
  8. Act quickly before someone else registers the domain name
    If you have registered a company name with the Chamber of Commerce (KvK) and you have told others about your company, including the name, don’t wait too long to register the domain name. Anyone can register a domain name, even your competitor or someone who thinks the name is brilliant! And yes, this does happen!
  9. Check if the domain name is not a trademark or already in use
    There are thousands of names in use, so make sure the name you want to use is not being used in the same country where you conduct business. If the domain name resembles a company’s name or is

    part of a company name, you may receive a letter requesting the transfer of the domain name. And that would be a waste of your time.

  10. Check your domain name in Google Translate and Google
    Especially with short domain names, there is a risk that the domain name is a swear word in another language or part of a word you would rather not use. It could also sound like a word you would rather not pronounce.

What domain extension should I choose?

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When choosing a domain name extension, one thing is certain: for a Dutch website, “.nl” is still the best extension.

A .com domain name

If the domain name you want is already taken, consider a ‘.com’ extension. Why .com? Well, “.com” is the most well-known and easiest to remember. According to research, 43% of all domains have the “.com” extension.

Although there are many successful websites with a “.net” or “.org” extension, your website is likely to perform better if it has a “.nl” or “.com” extension. It is the safest choice.

Our advice

Our advice: Go for .nl or .com. If both are already taken, then try .net or .org. If those are also taken, it’s better to consider a new domain name.

Avoid unusual extensions

Avoid unusual extensions like “.club”, “.space”, “.pizza”, etc.

Registering multiple extensions?

You may want to prevent a competitor from registering the .NET or .COM version of your domain name.

In the case of large companies, it is common for other popular extensions to be registered. If you have a large company and can afford the additional annual costs of a few tens of euros, it’s an option to also register .net and .com so that others can’t do it.

Why would someone register a .COM version of your domain name?
Individuals or companies do this to capture visitors who mistakenly type your domain name with that extension.
In some cases, they do this to create an advertising page, a landing page that they promote on Google.

Registering a domain name and forwarding
In that case, you can choose to register those domain names and forward them to your website. This is called a “forwarder.” In many cases, your web host can handle this for you, or you can set up a forwarder in the domain name settings with your web host.

Fraud & fake registrations

There are various “companies” that alert you to the fact that someone is going to buy the .com version of your domain. They give you the opportunity to quickly purchase the .com version from them!
These are often fraudulent emails.

Why?

If someone wants to buy .com, they will simply do so. These fraudulent companies that “alert” you are aiming to register the domain name for a much higher price.
They charge 5 to 10 times more than the original price!!

Do not respond to those emails or verify the authenticity of the situation.