5 Things to Consider When Choosing a Domain in 2025
The success of your client's online presence greatly depends on their domain name. A domain is the URL or web address where people go to find a website. It’s often the first point of contact customers have with your client’s business, so selecting a strong and impactful domain name is critical.
This guide offers five essential considerations when helping your clients select a domain in 2025.
1. Choose the right top-level domain
A top-level domain (TLD) is the suffix at the end of a web address, like .com, that specifies the category or country code of the domain. Every extension sends a message about a website’s purpose and target audience, so it’s important to understand the impact different top-level domains (TLDs) have on your client’s digital presence. Here are some popular domain extensions and how they might affect your client’s online identity:
General purpose top-level domains
When it comes to international ranking, general purpose top-level domains are often the best choice. These include powerhouses like .com, .net, and .org. They’re widely recognized and trusted by customers worldwide, giving your client’s website an instant boost in credibility.
For example, a .com domain significantly enhances a business’s global appeal, while .org is great for nonprofit organizations looking to establish credibility.
Should you use a .com domain?
There’s no denying it: .com reigns as the supreme domain extension. It’s familiar, trusted, and usually the first choice for many businesses. If your client’s desired .com domain is available, grab it. However, the unavailability of a .com domain extension shouldn’t discourage you from choosing the domain. Sometimes, a well-chosen alternative can be as effective and memorable.
Generic top-level domains
Generic top-level domains (gTLDs) like .blog, .shop, or .tech have been gaining traction. While they don’t rank on search engines as well internationally as oTLDs, they do offer unique branding opportunities. These extensions can be powerful tools for niche markets or specific industries. For instance, .shop extension immediately signals to visitors that they’re on an ecommerce site.
When selecting a domain extension, consider your client’s brand identity and search engine optimization (SEO) goals. A nonprofit may benefit from .org, while a tech startup could stand out with .io. Technically, .io is a country-specific domain extension, given it’s the Indian Ocean’s geographic domain and was originally assigned as the country code top-level domain (ccTLD). However, its association with “input/output” in computing has made it resonate with the developer community. Today, it’s widely used among tech companies, giving it a broader appeal beyond its geographic importance.
2. Consider adding keywords to your domains
Keywords are search terms consumers use when looking for information online. Search engines generally use these terms to determine a website’s relevancy to the customer. As a result, one of the domain trends for 2025 is the integration of keywords for increased visibility.
When choosing a domain name, focus on what your client’s brand represents and infuse a similar term that’s popular among customers into the name. For example, if you’re designing a site for a local juice shop, a domain like “fosterjuiceco.com” tells visitors and search algorithms what to expect. This clarity can lead to improved search rankings and increased brand awareness.
Consider the following domain selection tips for keyword optimization:
Navigating the crowded domain landscape
It’s true that many ideal domain names are already taken. However, this shouldn’t discourage you. If your client is willing to invest, they can obtain a premium domain from its current owner.
Alternatively, get creative with longer-tail keywords or synonyms. For instance, if your client runs a pottery studio in Brooklyn, you could go with something like: “potterybrklyn.com”
Pro tip: Use Squarespace Domains to check if a domain is available and explore different top-level domains or industry-specific options.
Staying compliant and future-proof
Keep yourself informed about search engine policies related to domain names. While keyword-rich domains are generally beneficial, avoid exact-match domains that might be seen as manipulative. Focus on creating a domain that aligns with your client’s brand and target keywords while adhering to best practices.
3. Choose a memorable domain
One way to drive traffic to a website is by ensuring customers remember the brand. While a business’s name may sound familiar to customers, if they don’t remember how to access it online, they might switch to a competitor that’s easier to remember. The importance of a memorable domain name is to ensure customers have access to a business.
Here are some tips for making a domain name memorable:
Make it unique and stand out
Avoid generic terms or overused industry keywords. Instead, consider creative wordplay, combining relevant terms, or even inventing a new word that encapsulates the brand’s essence.
Keep it short and sweet
A short, punchy domain is easier for customers to type, remember, and share. Aim for a domain name that’s no longer than 15 characters. This reduces the chance of typos and makes it more likely customers will remember your client’s domain when they need their services.
4. Define your client’s brand through their domain
A domain name is more than an address—it’s a powerful branding tool. One tip for selecting a domain name is to integrate your client’s brand name into their web address for a strong, cohesive online presence. This strategy, known as using a vanity URL, helps reinforce their brand identity with every click.
For example, if your client’s cafe specializes in matcha, opt for a domain like “matchatea.cafe.” This approach instantly communicates who your client is and what they offer, making it easier for customers to remember and return to their site.
Building customer loyalty through recognition
A branded domain does more than look professional—it fosters customer loyalty. When customers consistently see your client’s brand name in web addresses, email signatures, and marketing materials, it reinforces the brand’s identity and builds trust.
This recognition is crucial in today’s fast-paced digital world, where first impressions often determine whether a potential customer stays or clicks away. By choosing a domain that aligns with your client’s brand, you’ll create a seamless experience that encourages consumers to engage with and remember the business long after they’ve left the site.
5. Use location-based domain for local businesses
Leveraging geographic top-level domains (geoTLDs) can boost a local business’s visibility. These domain extensions, such as .nyc, .london, or .berlin, rank extremely well in their specific geographical locations. By incorporating your client’s city or region into their domain name, you’re signaling to search engines and customers alike that they’re a local business, potentially boosting their visibility in local search results.
You also have a unique opportunity to craft domain names that resonate with your client’s local market. Consider combining your client’s business type with their location for a descriptive and geo-specific domain. Learn more about choosing a domain name and extension for clients.
Selecting a domain for clients
In 2025, selecting the right domain for your client’s website is more important than ever. By focusing on simplicity, branding potential, and SEO best practices, you can ensure your client’s domain makes a strong impact.
For a streamlined experience, consider using Squarespace Domains, which makes it possible to search, purchase, and manage domains from one location. With the right tools, you can confidently guide clients toward a domain that supports their brand and sets them up for success.
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