Why a Domain Is More Than Just a Website Address

A domain is the first thing a client sees — a part of the brand they say aloud and type manually. A bad domain costs you clients: they can't remember the name, make a typo, and end up at a competitor. A good domain is memorable, conveys trust and strengthens SEO. Here are 10 rules for choosing a domain that we follow when working with clients.

Rule 1: Short and Simple

The ideal domain is 6–14 characters, one or two words. A longer domain is harder to remember, give over the phone, and type without errors.

  • Good: stripe.com, notion.so, linear.app

  • Bad: best-ukrainian-products-online-shop.com

If your name is long — look for an abbreviation or shortening.

Rule 2: Easy to Say and Spell

Test the domain with the "phone test": dictate it to an unfamiliar person over the phone and ask them to write it down. If they wrote it correctly — the domain passed the test.

  • Avoid homophones: sell/cell, to/too/two

  • Avoid non-standard spellings: phreelance instead of freelance — people will forget it

Rule 3: .ua vs .com vs .com.ua — What to Choose

  • .ua — most prestigious Ukrainian zone since 2022. Requires verification for legal entities or trademarks. Best for large businesses and brands.

  • .com.ua — most common zone in Ukraine, available to everyone. Great choice for SMBs.

  • .com — international zone if you plan to enter global markets or the company name sounds better without country association.

Recommendation: register in multiple zones simultaneously and set up redirects to the main domain. Protects against competitors registering similar names.

Rule 4: Domain Must Match the Brand

Ideally — domain = company name. If the name is taken — look for alternatives:

  • Add a prefix: getbrand.com, trybrand.com, usebrand.com

  • Add a suffix: brandapp.com, brand.io

  • Use a slogan or niche descriptor

Rule 5: No Hyphens or Numbers

Hyphens in domains are a relic of the 2000s. People say them differently and often forget them when typing.

  • Hyphens signal that the main domain is taken (meaning you're already in position #2)

  • Numbers in domains: 4u.com vs foryou.com — which will clients type?

  • Exception: if the number is part of the brand (e.g., 1password.com)

Rule 6: Check for Trademark Conflicts

Registering a domain with another company's trademark name = legal trouble. Check before registering:

  • EU: EUIPO database — euipo.europa.eu

  • USA: USPTO — tmsearch.uspto.gov

  • Google Search: check if a well-known company exists with that name

Conversely: if you're registering a unique name — consider registering the trademark to protect it from cybersquatters.

Rule 7: IDN Domains (Non-Latin Characters) — Pros and Cons

IDN (Internationalized Domain Names) support local scripts technically in all modern browsers.

Pros: easy to remember for local audiences, emphasizes national identity, niche availability.

Cons: displays as xn-- punycode in some email clients and systems, doesn't suit international audiences.

Recommendation: an IDN domain as secondary with a redirect to the main Latin domain — a good branding move. As the only domain — carries risks.

Rule 8: The "Domain Age" Myth and SEO

Popular myth: buy an old domain with "weight" for better SEO. Reality is more nuanced:

  • Domain age itself is an insignificant Google ranking factor

  • Domain history matters more: if it was used for spam or was penalized — that's an inherited problem

  • Check via Wayback Machine (archive.org) what was on the domain before

  • Check via Ahrefs or Semrush for toxic backlinks

A new clean domain for a new business is better than an old one with a questionable history.

Rule 9: Where to Register

For international domains (.com, .net, .io):

  • Namecheap — low prices, convenient interface, free WHOIS Privacy

  • Cloudflare Registrar — registration at cost price (no markup), mandatory DNSSEC

Important: register the domain separately from hosting. If hosting fails — the domain must stay with you. Never give registrar account access to contractors — only delegate DNS management.

Rule 10: Basic DNS Setup and WHOIS Privacy

DNS records to configure:

  • A record — points to the server IP address

  • CNAME — alias (e.g., www → main domain)

  • MX records — for email (mandatory if using @yourdomain.com)

  • TXT records — SPF, DKIM, DMARC for email security, Google Search Console verification

WHOIS Privacy: by default your contact details are visible in the public WHOIS database. Enable WHOIS Privacy with your registrar — usually free or ~$1/year. Protects against spammers and domain-monitoring bots.

Auto-renewal: enable it. Domains that expire are often grabbed by cybersquatters within hours.

Quick Domain Selection Checklist

  • ☐ Short and simple (up to 14 characters)

  • ☐ Easy to say and spell

  • ☐ Matches the brand name

  • ☐ No hyphens or numbers

  • ☐ Checked for trademark conflicts

  • ☐ Registered in multiple zones

  • ☐ WHOIS Privacy enabled

  • ☐ Auto-renewal enabled

  • ☐ DNS configured and tested

Need help choosing and registering a domain or configuring DNS? We'll find the optimal solution for your business.