Things to consider before you buy a domain name

Your domain name ends up everywhere: on your website, your email address, your business cards, your van, your invoices and your social media. Once customers know it, changing it is a real nuisance.

The good news is that picking a good one is mostly common sense. Here are eight things we suggest every NZ business thinks about before clicking "register".

1. Keep it short and easy to say

Imagine telling someone your web address over the phone, or across a noisy cafe. If you have to spell it out, explain which "their" you mean, or repeat it three times, it is probably too complicated.

A good domain name is:

• short enough to remember after hearing it once
• easy to spell without help
• clear when spoken aloud, with no words that sound like other words
• obviously connected to your business name or what you do

Try the "radio test": say it out loud to a friend and ask them to type it. If they get it right first time, you are on the right track.

2. Avoid hyphens and numbers

Hyphens and numbers look harmless written down but cause trouble in real life.

With a hyphen, you have to say "smith dash plumbing dot co dot nz" every time, and people still forget the dash. Some will end up at smithplumbing.co.nz instead, which may belong to someone else.

Numbers have a similar problem. Is it "4" or "four"? "2" or "to"? Unless the number is part of your actual business name, it is usually better to leave it out. If it is part of your name, consider registering both versions (more on that below).

3. Choose the right ending

The ending of a domain name, such as .co.nz, .nz or .com, tells people something about who you are.

• .co.nz is the long-established choice for New Zealand businesses. Kiwis recognise and trust it.
• .nz on its own is also available. In New Zealand you can register a shorter name like yourbusiness.nz as well as yourbusiness.co.nz, and many businesses now use the shorter version as their main address.
• .com is the best-known international ending. It suits businesses that sell overseas or want to look global rather than local.
• Other endings like .kiwi, .net and .org have their place too, depending on who you are and what you do.

If most of your customers are in New Zealand, a .co.nz or .nz signals that you are local, which can matter to people deciding who to trust. Plenty of businesses register both, and some add a .com as well.

4. Check trademarks and existing business names

Just because a domain is available to register does not mean it is a good idea to use it.

Before you commit, do some basic checks:

• search the NZ Companies Office register for businesses with the same or a very similar name
• search IPONZ (the Intellectual Property Office of New Zealand) for registered trademarks
• do a general web search for the name, and for the name plus your industry
• check whether the name is already being used on social media

If someone else already has rights to a name, using it can lead to disputes, confusion with their customers, and possibly having to change your name later at much greater cost. If you are unsure, talk to a lawyer or intellectual property adviser before you invest in signage and printing.

5. Think about your email addresses

Your domain name is not just your web address. It is also the second half of every email address you use.

Picture the full address: yourname@yourbusiness.co.nz. Is it easy to read out? Will it fit on a business card? Long domain names that seem fine in a browser can become awkward in an email address, especially if your own name is long too.

Also think about how it looks to the person receiving it. A tidy address on your own domain looks more professional than a free webmail address, and it stays the same even if you change email provider later.

6. Register common variations and misspellings

Once you have chosen your main domain, consider protecting it by registering a few close variations. For example:

• the .co.nz and .nz versions of the same name
• the .com, if it is available and you have any overseas customers
• common misspellings of your name
• a version with and without a number or word that people often get wrong

These extra domains can all point to your main website, so customers who type the "wrong" one still find you. It also makes it harder for someone else to register a confusingly similar name. You do not need to buy every possible variation, just the ones people are realistically likely to type.

7. Register it in your business's name and keep the login

This is one of the most important points, and one of the most often overlooked.

Make sure the domain is registered in your business's name, with contact details you control. It is common for a web designer, IT person or helpful relative to register a domain on someone's behalf, then for that person to move on. Years later, nobody can log in, the renewal reminders go nowhere, and proving who owns the domain becomes a headache.

When you register:

• use your business name as the registrant
• use an email address you check regularly and that will not disappear if a staff member leaves
• keep the login details somewhere safe, such as a password manager
• make sure at least two trusted people in your business know where to find them

8. Plan for renewals

Domains are not bought once and kept forever. They are registered for a period, usually a year at a time, and need to be renewed.

If a domain lapses, your website and email stop working. Leave it too long and you could lose the name, sometimes to someone who registers expired domains on purpose. We explain this in more detail in why renewing your domain matters.

A few simple habits help:

• keep the payment card on your account up to date
• make sure renewal reminders go to an inbox you watch
• consider renewing for more than one year where that option is available
• keep your domains with a provider you already deal with regularly

That last point is one reason many businesses keep their domain with their web host. We cover the pros and cons in the benefits of keeping your domain and hosting together.

What if the name you want is taken?

It happens a lot, especially with short .co.nz names. Do not panic, and do not settle for something awkward straight away. There are usually good options, from the shorter .nz version to a small tweak that adds your town or what you do. We walk through them in what to do if the .co.nz you want is taken.

Ready to register?

You can search for your domain name and register it on our domains page. Per year, a .co.nz or .nz is $34.95, a .com is $29.95, a .net or .org is $29.95 and a .kiwi is $58.00.

If you would like a second opinion on a name before you buy, or help working out which variations are worth having, we are happy to help. Contact us or call +64 3 541 9468 and talk to a real person here in New Zealand.