How the Look and Feel of Your Domain Name Impacts Brand Perception
First impressions often start online, setting the tone for how consumers perceive a business. One critical aspect is your domain name, which can influence brand trust, marketing initiatives, and, ultimately, sales. It's just as important as, or even more important than, your business name—especially if you sell products or services over the internet.
In one survey, most consumers agreed that having a domain name signals legitimacy. Nearly 80% said they're more likely to trust a business with a custom domain name and website than one active only on social media. This trend was especially pronounced among those shopping for electronics, vehicles and auto parts, industrial goods, and pharmaceutical products.
With that in mind, purchase a domain that supports your branding and marketing efforts. Consider your industry, target audience, types of products, and long-term vision. Here’s why your choice matters and how to find the perfect fit.
TL;DR
- A custom domain name boosts brand trust; 80% of consumers prefer businesses with them over social media-only presences.
- 77% of consumers treat domain names as "important"; shorter and memorable domains enhance recall and engagement.
- Investing in a quality domain can reduce customer acquisition costs and maximize SEO, leading to more organic traffic.
- Choose a .com extension when possible; avoid numbers and special characters to avoid consumer confusion.
- Quick action is key—domains sell fast, so secure yours before it's too late!
How Domain Names Influence Branding
According to a 2024 survey, 77% of consumers consider domain names “important” or “very important.” Around 47% expect a domain name to be easy to recall, and nearly one-third prefer short and simple domains.
Consider this: would you rather trust LiveHealthy.com or LiveHealthy-247.net? Probably the former. "LiveHealthy.com" is short, catchy, and memorable, while "LiveHealthy-247.net" screams spam.
The same applies to your business. A well-chosen domain can positively impact brand recall, build credibility, and help you stand out from the crowd. At the same time, it creates expectations and can make your brand more appealing to potential customers.
Choosing a domain name is a strategic move with long-term ramifications. This decision will influence your marketing, PR, and SEO efforts, as well as your company’s bottom line. After all, there’s a reason some brands spent millions on domain names like Voice.com, VacationRentals.com, NFTs.com, or AI.com.
Without further ado, let’s go over the benefits of getting a high-quality domain name:
Build Credibility and Trust
Like it or not, people judge a book by its cover—and a business by its domain name. A high-quality domain can make it easier to build trust with potential clients and set expectations. It's often the first detail customers see—and in that instant, they decide whether to click, engage, or walk away.
Increase Brand Recall
The best domain names are easy to spell and remember, keeping your brand top-of-mind. Say you run an eCommerce business. If someone stumbles across your website but doesn’t buy right away, a simple, memorable domain makes it more likely they’ll come back later.
Think of Netflix, Headspace, GymShark, Amazon, and other top brands. Their domain names grab attention instantly and stick in your mind, even if you haven’t used their services in a while. They pop into your head when you're ready to watch a movie, meditate, exercise, or go shopping.
Reduce Customer Acquisition Costs
When you purchase a domain that's easy to type and share, more people will talk about it, mention your brand, and find their way back to your site without needing an ad to remind them.
The result? Fewer dollars spent on retargeting, lower customer acquisition costs, and more effective marketing campaigns.
Maximize Your SEO Efforts
Domain names are not direct ranking factors but can still impact your SEO. A catchy, relevant domain is more likely to stand out in search engine results, boost click-through rates, and attract organic traffic.
Say you're a massage therapist in Orlando, Florida. If your domain name includes localized keywords, it has a higher chance of showing up in local search results and attracting visitors who need your services.
Your website content matters a lot, too, but a relevant domain can make it easier to gain visibility and attract qualified traffic. This aspect alone could help you save thousands of dollars in advertising.
Gain a Competitive Advantage
Use a domain registrar like Wix to find a unique name for your website. It’s one of the easiest ways to set your business apart and make a lasting impression.
A good example is Headspace. Instead of going for a generic domain like meditation.com, they chose an original name that evokes calm and clarity. Even if someone has never heard of this brand, they might still click its URL in search results because the domain name sparks curiosity and feels credible.
Now picture that next to something like “best-meditation-app.net” in search results. Which one are you more likely to click?
Find the Perfect Domain Name in 5 Steps
Choosing the best domain name isn't easy, especially for businesses in competitive industries like tech, health, or fashion. One-word domains are long gone or cost hundreds of thousands, if not millions, of dollars, but that doesn't mean you're out of options.
The key is to get creative and keep an open mind. Play around with words, invent your own, or use Wix's free domain name generator to brainstorm ideas. Follow these steps to find the perfect match:
Consider Your Business and Industry
Make a list of words related to what you do and the niche you're in. Think beyond the obvious.
Say you're a nutrition coach. Don't stop at "health," "food," or "diet;" instead, dig into words that align with your mission and unique value proposition.
For example, words like "fuel," "macro," "lab," or "metabolic" suggest an evidence-driven approach, while "thrive," "nourish," and "balance" have a holistic vibe.
Pick one or two words, then use them in different combinations to create a unique domain name. Add action verbs, adjectives, stop words, or your brand name, such as in "Kate Lyman Nutrition" or "Stronger by Science."
Keep It Short and Sweet
Short URLs are more memorable and often perform better in search results than longer ones. Since the domain name is the backbone of a website's URL, you'll want to keep it short and sweet.
According to Backlinko, the top-ranking pages on Google have URLs that are about 66 characters long. Not only do these pages rank higher in search results, but they also get more organic, or unpaid, clicks.
That said, try not to exceed two or three words or 15 characters, excluding the domain extension (e.g., .com). Take one step further and use an URL shortener when sharing your web pages on social media. This keeps your website address user-friendly, which in turn can improve shareability, user experience, and overall brand perception.
Choose a Trusted Domain Extension
A domain extension is the combination of letters following a domain name in a URL. Think .com, .us, .org, or .gov.
Ideally, purchase a domain ending in .com, as it's the most trusted and widely recognized extension. If you can't find anything available, consider alternative options like:
If you register a domain with an extension other than .com—like .co, .net, or .edu—it’s crucial to check whether the .com version is already in use. Why? Because people often type .com out of habit.
For example, if your site is “urbanwellness.co,” a customer might accidentally land on urbanwellness.com, which could belong to a competitor. As a result, you’ll lose traffic and sales.
Before registering your domain, look up the .com version. If it’s taken but inactive, you might consider buying it. If it’s active and branded, go back to the drawing board and find something more distinct.
Avoid Numbers and Special Characters
The use of numbers, doubled letters, or hyphens in domain names can confuse consumers and hurt website traffic.
For instance, a potential customer could type "freshbites.com" instead of your actual domain name, "fresh-bites.com," and end up on a different website. The same can happen if your domain name contains numbers or hyphens.
Also, avoid commonly misspelled words like "accommodation," "successful," "equipment," "conscience," "humorous," or "jewelry," as well as long or complex words. Go for a name that's easy to spell, type, and remember, or you could end up sending traffic to your competitors.
Act Quickly
Once you've found the perfect domain name, check its availability with a trusted registrar like Wix, Namecheap, GoDaddy, or Cloudflare. If the .com version is taken, but you still want to use that particular name, make sure it's not trademarked and then choose a different extension.
The best domains sell quickly—sometimes within hours. That’s why it’s important to act fast, even if you’re not launching your website right away.
It’s also a good idea to register not just your main domain but also commonly mistyped versions and alternatives like .co or .net. With this approach, you'll safeguard your brand from copycats or competitors who could mislead your audience.
Choose a Domain Name That Will Grow with Your Business
Ready to purchase a domain? While it's important to act quickly, you should take time to ask for feedback. Run it by a few friends, colleagues, or potential customers to see how they feel about it. If they constantly mishear or misspell it, that's a red flag.
As a final word, make sure your domain name leaves room for growth. You may be offering one type of product or service right now, but things can change over time. Today you're a nutrition coach. Next year, you might be publishing a book, launching a course, or selling health products. If that happens, your domain should still be relevant and aligned with your goals.
FAQ
How does a custom domain name impact brand trust?
A survey indicated that nearly 80% of consumers are more likely to trust a business with a custom domain name than one that is only active on social media. This heightened trust is particularly significant among consumers shopping for products like electronics, vehicles, and pharmaceuticals. A custom domain signals legitimacy and professionalism, which can positively influence potential customers' perceptions.
What are the key factors to consider when choosing a domain name?
When selecting a domain name, consider factors such as your industry, target audience, and the types of products or services you offer. Additionally, it's important to choose a name that is easy to remember, ideally short and simple, and one that aligns with your branding goals. Avoid using numbers, hyphens, or special characters, as they can confuse potential customers.
Why is a memorable domain name essential for brand recall?
A memorable domain name enhances brand recall by making it easier for consumers to remember and return to your website. The best domain names are often short and catchy, which helps keep your brand top-of-mind. For instance, well-known brands like Netflix and Amazon have domain names that are easy to spell and remember, thus facilitating direct traffic to their sites even without prior advertisement.
How can a good domain name help reduce customer acquisition costs?
A great domain name that is easy to type and share encourages organic word-of-mouth promotion, meaning customers are more likely to mention your brand or return to your site without needing retargeting ads. This decrease in the need for paid advertisements can significantly lower your overall customer acquisition costs, allowing you to invest in other marketing strategies.
What steps should I follow to find the perfect domain name?
To find the ideal domain name, start by brainstorming words associated with your business and industry. Keep your domain short, ideally fitting within 15 characters. Opt for a .com extension when possible to ensure trust, and avoid using numbers or special characters. Once you have a few options, verify their availability and consider feedback from peers to ensure the name resonates well.