One of the first steps when starting a new business or elevating an existing venture – perhaps to launch a new killer idea on the market – is choosing a suitable domain name. This domain name enables users to identify and recognise your brand on the web.
In both cases, and especially when starting from scratch, the availability of a second-level domain (the part of the domain name that defines the brand or identifies the business product or service) is crucial.
This process can seem daunting and urgent, especially when time-to-market is critical in the web game and can often make or break a venture.
Choosing the perfect domain
Once chosen, the second-level domain will be associated with a TLD, the extension of any web address. If the scale of the business is general and global, a .com domain is an ideal candidate.
For businesses operating within a predominantly localised ecosystem, it might be sensible to pair the second-level domain with a country code TLD (e.g., .it, .de, .co.uk).
If you’re looking to associate your brand with a specific sector or industry, consider the vast range of specific TLDs available.
These three scenarios often overlap, meaning it’s common to register more than one domain, linking the second-level domain to multiple TLDs.
Beyond these specific cases, it’s clear that choosing the right domain is a crucial decision. As mentioned earlier, the business name often hinges on the availability of its relevant domain.
What if someone has already taken it?
If your desired domain is already taken, you have two main options: let go of the initial idea and search for a valid alternative, or try to identify the owner of the domain and contact them to make an offer.
If the domain is associated with an active business, the chances of securing it are slim. However, you might have more luck diving into the aftermarket of premium domains.
Domains in this category are high-value “items” due to their ease of pronunciation and memorability, their frequency of use in everyday life, and their general relevance to common imagery. These factors enhance search engine indexing and traffic.
The price of these previously purchased domains, now up for sale, varies greatly depending on these factors, directly impacting their value.
Before starting the process of acquiring a domain, it’s important to outline two main aspects: the allocated time and budget. The process involves contacting the owner, negotiating a price, processing payment and transferring the domain, which can take weeks or even months. Additionally, each stage might not go smoothly, especially the initial steps.
It’s also worth mentioning that, under GDPR regulations, domain name owners have the right to withhold their contact information from Whois databases.
For these reasons, it is advisable to seek out specific domain recovery and brokerage services. These services can help you find available premium domains and offer customised consultancy to assist with the acquisition process.
