How to Choose a Domain Name
Ten rules that survive contact with reality — and the workflow from idea to registered name.
Updated June 2026 · Namizy Guides
The rules that matter
(1) Pass the radio test — if someone hears the name once, can they type it? (2) Keep it under 12 characters. (3) No hyphens, no digits. (4) Easy to pronounce in your main markets — say it aloud in English and your other target languages. (5) No double letters at word seams (presssetup.com). (6) Avoid spelling cleverness you'll regret — every Lyft survives, a thousand Flickr-clones died explaining the spelling. (7) Check the trademark. (8) Check the social handles. (9) Prefer .com when available; pick your alternative TLD deliberately, not by default. (10) Decide fast — available names have a half-life.
Brandable vs descriptive: the real tradeoff
Descriptive names (websitebuilder.com) explain themselves but are generic, expensive, and legally weak — you can't trademark a description. Brandable names (Shopify, Klarna) start as empty vessels but become defensible assets; every search for the name is yours. The market has voted: nearly every major tech brand of the last 15 years is invented or repurposed, not descriptive. If you're building something meant to last, lean brandable.
The workflow, end to end
Brainstorm 3-5 root concepts → expand each through the keyword generator (prefixes, suffixes, compounds) and the AI generator (invented names, availability pre-checked) → collect 10-20 available candidates → rank with the appraisal tool → radio-test the top 3 on real people → verify handles and trademarks → register the winner the same day, because the list you built today is shorter tomorrow.
Frequently asked questions
How long should a domain name be?
Under 12 characters before the extension is the practical ceiling for memorability; 6-10 is the sweet spot. Every character adds typo risk and decreases recall. If your perfect name is 15 characters, that's a signal to keep generating.
Do keywords in the domain help SEO?
Marginally at best — exact-match domain bonuses were neutralized years ago. A keyword can help users understand what you do (carinsurancequotes.com is clear), but a distinctive brandable name wins long-term because branded search becomes yours alone.
Should I ever use hyphens or numbers?
Almost never. Both fail the radio test ('is that four or 4? with a dash or without?'), leak traffic to the unhyphenated version, and pattern-match to spam in many users' eyes. The exception: numeric brands where the number IS the brand (37signals, 365).
How do I avoid trademark problems?
Before registering, search the USPTO (and EUIPO if relevant) for live marks in your industry class, plus a plain Google search for active companies with the name. A domain that infringes a trademark can be taken from you via UDRP regardless of who registered first.