According to a recent survey, 18% of small employers still don’t have a website. If you’re among them, or if you’re planning to launch a business, you need a website to gain visibility and build trust. Without one, you risk losing customers and sales.
For starters, think of a domain name that fits your business. The easiest way to start your domain search is to make a list of words related to your brand and products. Try different combos, use a tool like Wix’s domain name generator for inspiration, and keep tweaking until you find the right match.
As you go through this process, consider your long-term marketing goals. A good domain name should support brand building, product launches, expansion into new markets, and other objectives you might have in the future. Simply put, it should leave room for growth.
With that in mind, here’s how to choose a domain name that will remain relevant to your marketing strategy two, five, or even 10 years from now.
Think Long-Term and Plan for Growth
Many successful brands have expanded or changed direction over the years without losing their identity. For instance, Amazon started out as an online bookstore in 1994. Today, it sells millions of products in every category imaginable.
Another example is Nokia, founded as a paper mill in 1865 before transitioning into telecommunications in the late 20th century. Apple, on the other hand, began as a computer manufacturer and diversified its product line over time.
If these brands had used a product‑specific domain name, they would have had to change it again and again. Instead, they chose names that supported long‑term growth and expansion—and so should you.
When your business is new, you can’t really tell how things will go. If you’re a web designer, you might branch out into SEO, digital marketing, or front-end development at some point. If you sell gym equipment, you may decide to add fitness apparel to your catalogue a few years from now.
Your domain name should be versatile enough to support these changes, or you risk outgrowing it. As a result, it could limit your ability to scale or force you to rebrand completely.
Not only does the right domain name save you the headache of rebranding later, but it also allows you to maintain a consistent, professional presence. This aspect makes it easier to establish credibility and build trust with clients, securing their loyalty.
Choose a Domain Name That Supports Future Marketing Efforts
Finding the right domain name requires creativity, strategic thinking, and business acumen. Consider your industry and type of business, as well as any products or services you could sell as your brand grows.
Also, think about your target customers, including their regional, linguistic, and cultural heritage. Why? Because a domain name that fits one market may be perceived as offensive or inappropriate in a culture with different norms.
For example, in English, “mist” evokes something soft and calming, whereas in German, it means “manure” or “rubbish.” Therefore, a domain like “mistbeauty.com” might work in the U.S. but fall flat in Germany, leading to missed opportunities.
Not sure where to start? Here’s how to choose a domain name that supports your marketing efforts in the long run:
Be Descriptive, but Not Overly Specific
Don’t name your domain after a product or feature if you plan to expand at some point. For instance, “EvesHairCare” limits future growth, whereas “EvesBeautyCorner” gives flexibility to add new products or services later down the road.
When brainstorming, ask yourself: Will this domain name still make sense for my brand five or 10 years from now?
If you’re not sure, keep it broad enough to allow for expansion. Think about how your business could evolve—new locations, new offerings, or entirely new directions—and choose a domain that won’t box you in.
Avoid Trends and Fads
Focus on your brand identity instead of chasing trends and fads. The latter can lose their relevance over time and make your domain name feel dated.
Think of the early 2010s when everyone slapped “e-” or “i-” on everything to sound techy, such as in “iCleanServices.com” or “eFitnessHub.com.” These would seem odd today, and many consumers wouldn’t even understand the reference anymore.
Similarly, avoid slang terms like “yolo,” “shook,” or “yas,” since trends fade quickly and these words may not age well.
Strive for Simplicity
Short, simple domain names are more memorable and impactful. Think of “Insurance.com,” “VacationRentals.com,” “Business.com,” “Chat.com,” and other domains that sold for millions. Their value comes from their timeless appeal and strong brandability.
As a general rule, stick to three words or fewer and avoid numbers unless they’re part of your brand name. You’ll also want to skip hyphens, special characters, or other elements that make a domain harder to remember, including:
- Trademarked terms (e.g., “UberMovers”)
- Ambiguous words (e.g., “BrightSolutions”)
- Complex words (e.g., “SyzygyTech”)
- Double letters (e.g., “PressSolutions”)
- Dialects or local terms
Beware of awkward word combos like “partnerstalking.com.au” or “sydneytherapist.com.” These may seem fine when you read each word separately, but they take on a very different meaning when written as a single string.
Choose a Relevant Domain Extension
Your domain extension can hint at what you sell or who you sell to, so it’s important to choose it strategically. While .com is still the most popular option, you can also go for .co, .io, .shop, .tech, or other extensions.
Let’s see a few examples and best use cases:
| Domain Extension | Best For |
| .co | Most types of businesses, especially tech startups |
| .shop, .store, .market | eCommerce businesses |
| .agency, .consulting | Professional services, such as SEO agencies |
| .coach | Life or business coaches, personal trainers |
| .studio | Creative studios, photographers, artists |
| .io | SaaS companies, tech startups |
| .cloud | Cloud service providers, technology businesses |
| .travel | Tour operators, travel bloggers, tourism boards |
| .at, .be, .ca, co.uk, .de, .de, .us, etc. | Companies targeting specific countries or regions |
Again, think long-term before making a decision. If, say, you’re based in Canada but plan to start selling your products in Europe at some point, the .com, .shop, or .store extension may be a better fit than .ca.
Use the Wix domain search tool to check what’s available. If the .com version isn’t an option, choose an extension that leaves room for growth.
For instance, “DaveSmith.coach” may work fine if you stick to one-on-one coaching, but it can feel limiting once you introduce workshops, digital products, or a membership community. Also, a portfolio website should include your full name, as it might change over time, showcasing all kinds of work that ultimately is all about… you!
Lay the Foundation for Future Success
Changing your domain name can be difficult and time‑consuming, especially from an SEO standpoint. It requires backing up your content, redirecting pages, updating DNS settings, and handling other technical steps. But if you choose the right domain from the start, you won’t have to go through this process anytime soon.
Ideally, choose a short, brandable name that doesn’t lock you into one product, service, or location. Use geographic identifiers only if you’ll stay within a specific city or country. And if you plan to enter new markets, make sure your domain doesn’t carry negative connotations in other cultures or languages.
The keyword here is creativity. Mix and match words, use abbreviations, add modifiers, and experiment with synonyms to create something unique. Oftentimes, a made-up domain name is catchier and more memorable than what may seem like an obvious choice.