DOMAIN GUIDE

What Makes a Good Domain Name?

Practical guidance for choosing a memorable, brandable domain that will still make sense years from now.

Published 24 May 2025

Keep it easy to say and type

Short, clear names are easier to remember and less likely to be mistyped. Avoid unnecessary hyphens, numbers and spellings that require an explanation.

Match the extension to the audience

.co.uk is familiar to UK audiences, while .com is widely recognised internationally. Other extensions can work well when they fit the organisation or project naturally.

Think beyond SEO

A domain is part of a brand. Exact-match keywords are not a substitute for a good name, useful content and a trustworthy website. Choose something people can remember and confidently share.

Check trade marks

Before committing to a name, check that you are not infringing an existing trade mark or creating avoidable confusion with another organisation.

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