Test outside your team
Say the name once, ask someone to write it and check recall later. Test it as an email address and on a small phone screen. Look for confusing letters and word boundaries. Ask what went wrong rather than whether someone likes it.
Leave room for business changes
A city name can help a local service but constrain national expansion. A product-specific name may become narrow as the range grows. Check existing brands and comparable businesses. Availability is not a substitute for that research.
Fit the extension to the plan
Choose a local or international extension for your initial audience. Extra variants should have a clear role and an annual budget. One consistently used name is easier to manage than a collection without a purpose.
Your practical checklist
- Say, type and recall it.
- Test on mobile and as email.
- Check brand confusion.
- Leave room for growth.
A useful question
Must the domain contain my main keyword?
Not necessarily. Clarity and brand recognition can be more durable than a long keyword string.
Ready to check your name? Start with the exact domain, then compare alternatives. Find a domain →
Sources & further reading
Original guide by chname.ch editorial. Archive dates organise this library; this guide was created and reviewed on . Provider and registry instructions take precedence when requirements change.