The Ultimate Guide to Purchasing a Domain Name

written by

Joe Uddeme

Joe Uddeme

The Ultimate Guide to Purchasing a Domain Name

A domain name is your website’s unique identifier. It is the address people type into their browser when they want to visit your website. For example, typing “nameexperts.com” in your browser leads to this very website.

Most businesses with an online presence need a domain name, but business owners often don’t know how to get one. You’ve arrived at the right place if you fall into this category. We’ll explain how to buy and register a domain name for your business.

Before Buying Your Domain

Let’s examine the essential steps to take before buying a domain name:

Choose a domain name

A domain is a unique web address, meaning two websites can’t use the same domain name. The first step to buying a domain is to choose the right domain name for your business.

The domain should be brandable and easy to remember. It’s how customers will find you, so avoid any name that gives people headaches when recalling. The domain should preferably include the name of your business so that people can easily guess it if they are not sure what it is. Let’s say you run an electronics store named MJ Gadgets; the perfect domain name is MJGadgets.com. If this domain isn’t available, you can look for alternatives like ShopMJGadgets.com, BuyMJGadgets.com, and MJGadgets.net.

Choose a premium domain name if you can afford it, as they are short, catchy, and memorable domain names that draw valuable organic traffic. Most successful online businesses use premium domain names.

Choose an Extension

The extension is what comes after the dot (.) in your domain name. “.COM” is the most popular domain extension and should be your first choice. If “.COM” isn’t available, you can pick alternative extensions like “.NET,” “.ORG,” and “.CO.”

Google and other search engines have confirmed that your choice of extension doesn’t impact rankings. However, it significantly affects consumer perception. People generally don’t trust uncommon domain extensions like “.XYZ,” “.BLOG,” “.WEBSITE,” etc.

Understand How Domains are Valued

Before making a final decision, you should understand how domain names are valued, especially if you plan to sell the domain later. Many factors contribute to a domain’s value, including:

  • Length: The shorter a domain’s length, the easier it is to remember and the more valuable it becomes.
  • TLD: Some domain extensions are more valuable than others, such as “.COM” “.NET,“ .AI,” “.IO,” etc. The more popular the domain extension, the more valuable it is.
  • Length of domain history: The longer a domain name has existed on the web, the more likely it is to command a high value.
  • Keyword popularity: Domains with generic keywords people frequently search for tend to have high value, e.g., “Amazon.com,” “Stripe.com,” “Square.com,” etc.

Verify if it is available

Considering the above factors, it’s time to check if your desired domain name is available. You can do this by simply going to any domain registrar and typing the desired name in the search box. If the domain is available, the registrar will offer to sell it to you. Otherwise, the registrar will notify you that someone else has already registered the domain.

To demonstrate, let’s search for a random domain, “ournameexperts.com” on Namecheap, a popular domain registrar. Namecheap said this domain name is available, and we could register it immediately.

Now let’s search for “nameexperts.com.” Namecheap said this domain name has been registered by someone else since 2000. Of course, that’s the domain you’re currently on, so you can’t register it for yourself.

If your desired domain name is available, move to the next section on how to buy a domain name outright. If it has been taken, move to the ensuing section on how to buy a domain name that is already registered.

How to Buy a Domain Name

1. Choose a domain registrar

Any domain name must come from an accredited registrar, such as Namecheap, Dynadot, Hover, Bluehost, and Domain.com. Over 2,400 domain registrars are accredited by ICANN, the governing body of the global domain registration system, so finding a suitable one shouldn’t be an issue. You can see the full list of all ICANN-accredited registrars here. Any supposed registrar not on this list is illegitimate.

2. Select your domain and extension

The next step is making a final choice about the domain and extension for your online business. We’ve discussed the factors that should influence your decision, but it’s worth reiterating that “.COM” is the best extension. This is the first extension most people consider when looking for a brand’s website. If a random person wants to guess your website name, they’ll likely type the name followed by a .COM and hope their browser will show your website.

The .COM extension is easily recognizable and helps your website rank higher on search engines. Domain names with this extension also command a higher resale value, giving it a competitive edge over other domain extensions.

3. Select How Long to Register the Domain

Domain name ownership isn’t etched in stone. Every domain has an expiry date, although you can renew the registration for as long as you want. You can register a new domain for up to 10 years, with each additional year carrying higher upfront costs. The bright side is that you don’t need to bother about short-term price changes once you’ve registered a domain for many years.

If you want to build a valuable long-term brand, 5 to 10 years is the optimal period to register a new domain. But if you can’t afford a long-term registration, you can register it for a year and turn on auto-renew so that the registrar automatically renews it when due.

You can’t technically buy a domain forever, but you can use some workarounds to own it for a seemingly infinite time.

4. Purchase your Domain

Enter the available domain name into your registrar’s search box and click the buy button. On the checkout page, most registrars suggest adding domain privacy to the registration package. Some registrars offer domain privacy for free, while others demand extra fees for this perk.

Do you need domain privacy?

Domain privacy protection means hiding your personal information from the public WHOIS database. This ICANN-operated database contains information on all domain owners and is open to anyone. However, you might be uncomfortable with your contact information being out in the open. In that case, you can request domain privacy for your registrar to hide your personal details from the WHOIS database.

If you have no issues with your contact information being publicly searchable in the WHOIS database, you can ignore your registrar’s domain privacy suggestion.

5. Complete the Registration Process

Pay for the domain name with a credit or debit card and complete the registration process. Your registrar will ask for contact information, including a name and email address, to register the domain. This information is usually listed in the WHOIS database, but domain privacy lets you hide it.

6. Verify domain registration

Your registrar will send a verification email confirming ownership of the domain you purchased. Click on the link in the verification email and smile because you have formally joined the club of domain name owners.

How to Buy a Domain that is Already Registered

We can predict your disappointment if you find out that your desired domain has already been registered. However, don’t fret—there’s still a way out. You can contact the owner and formally offer to acquire their domain, especially if it isn’t connected to an active website.

Finding a domain owner and making a reasonable acquisition offer can be exhausting, so seeking a domain broker’s services is advisable. Domain brokers are experts who specialize in buying and selling domain names– the internet’s equivalent of a real estate agent. If you’re interested in a house not publicly offered for sale, you’ll likely seek a real estate agent. Similarly, if you want a domain that is already registered, seek a domain broker to handle the negotiations.

Domain brokers can help you find the owner of a domain even if their information isn’t available on the WHOIS database. Then, they’ll reach out to the owner for negotiations. This part is critical because domain brokers have proper knowledge and experience in domain name valuation. If you’re negotiating directly, you might underbid a domain and cause the owner to ignore you or overbid for a domain and get played on. A domain broker sets a reasonable bid on your behalf and adjusts when necessary.

If the owner agrees to sell their domain name, the broker handles the escrow and ensures you aren’t cheated. Then, they’ll transfer the domain name to you. Name Experts is a reliable domain broker that helps you purchase valuable domain names. We offer our clients stellar services for reasonable fees. For more information on domain brokerage services, you can see our in-depth guide on how to buy a domain from someone else.

Sometimes, the broker helps you find the owner who says they don’t want to sell for any reason. In that case, it’s wise to avoid beating a dead horse and seek a new domain name, preferably something similar to your first choice. It can be as simple as choosing another extension with the same prefix, e.g., OurNameExperts.com > OurNameExperts.net.

What to Do After Buying Your Domain

You’ve acquired a domain, so what’s next? A lot can happen next. The obvious choice is to connect your domain to a website and work on attracting traffic. You’ll need a web hosting plan from a reliable company. The company hosts your website on its servers so that people can access it anytime, and you’ll pay a fee for this perk. The good news is that web hosting has become as affordable as ever– you can find hosting packages for as low as $5 monthly.

The type of website you want determines your hosting provider. For example, if you run an online store, you’ll need an e-commerce hosting service like Shopify, Shift4Shop, Squarespace, and WooCommerce for WordPress. If it’s a news site, social platform, booking website, or anything else, you can find endless hosting options for it.

You can also create a professional email address attached to your domain name. Professional email addresses make your business look brilliant and increase the chances of getting a response when you pitch to clients. You can trademark your domain, market the website, and even sell it later. There are endless things to do after buying a domain name.

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How to Rebrand Your Business and Domain Name

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It continued DVD rentals with its usual name (successfully) before pivoting to video streaming later. When your initial branding strategy doesn’t work, the intelligent thing to do is a rebrand, and there are specific factors to consider when doing that. Be clear on what’s driving the rebrand Before initiating rebranding efforts, you must be clear on what’s driving the need for the rebranding. There are varying reasons for a business to rebrand, and each demands different strategies. The most common reasons for rebranding include: Having an outdated brand To reposition your brand Reputation management Brands can become outdated when they fail to keep up with rapid changes in modern style and influence. For example, a social media site from the early internet days won’t survive well in this current internet age when we have vastly different demographics. The early social media platforms became outdated over time and those that failed to rebrand lost market share. You can also rebrand to reposition your company’s business strategy. If your original name focused on a niche, but has evolved to target a broader offering. FilterEasy to Second Nature is a good example of a brand that changed brand names to better align with their new offering. They originally focused on selling only filers, but evolved to sell home care products. Businesses also rebrand for reputational purposes. You may have started with a well-meaning name that unfortunately became associated with negative things in the future. A typical example is a Chinese fashion retailer named ISIS that had to rebrand when the name became associated with terrorist activities. Focus on the Core Messaging Your rebrand should have clear and concise messaging. You should be able to tell a story with your new brand that customers can relate to. Just don’t rebrand without context because it can irk existing customers. Let them know why you’re rebranding (see no. 1 point) and why it’s better for the business. A simple explanation goes a long way in making your customers empathize with you despite the short-term inconvenience. Consider your audience, market, and competition It would help if you thoroughly evaluated how your rebranding would affect your existing audience (customers) and standing against competitors in the market. Ensure you research to validate if your rebranding reasons are appropriate. How would your customers react to an unfamiliar brand name? Is there intense brand competition in your industry? These are good questions to ask before initiating any rebrand. You must be sure that the direction of your rebrand matches what customers want. There are two main types of branding research; quantitative and qualitative. Quantitative research entails collecting and analyzing numerical data to find patterns, while qualitative implies using non-numerical data. Publicize your new brand Your rebranding efforts will be futile if you don’t make customers aware of it. Consumers have short attention spans, meaning they can easily forget your old brand. Once you rebrand, assume you’re a newly-formed brand and market like one. Buy ads on social media platforms, search engines, TV, etc., to spread the word about your new identity. How do I rebrand an existing business? Buy a new domain name In this digital age, not having a website puts you on a lower level than your competitors. Hence, the first step to rebranding an existing business is securing the proper domain name. Before choosing your new brand name, check if a corresponding domain name is available. Your domain name is how customers would find you, so you can’t afford to make errors here. You can buy any available domain name through any domain registrar. However, there are cases where a domain you want is already taken, and you see yourself having no other choice. Don’t fret. 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A man's shadow to indicate anonymity when trading domain names.
How to Buy Domain Anonymously

What is Anonymous Domain Registration? Anonymous domain registration is a service that allows individuals and businesses to register a domain name without revealing their personal details in the public WHOIS database. Instead of displaying the domain owner’s personal information, such as name, address, and contact details, the registration uses generic proxy details. This approach provides an additional layer of privacy and security, ensuring that your personal information remains confidential. Adding domain privacy can anonymize ownership details in the WHOIS database, thus enhancing security and confidentiality. Anonymous domain registration is particularly valuable for protecting personal information, preventing unwanted solicitations, and maintaining confidentiality in sensitive situations. Domain ownership privacy is maintained through anonymous registration, which conceals personal information from the public WHOIS database, safeguarding the identity of domain owners against potential threats and unsolicited communications. Using a domain privacy service further ensures that your personal details are kept private and secure. Benefits of Anonymous Domain Registration Registering a domain name anonymously offers numerous benefits, including: Protection of Personal Information: Anonymous domain registration keeps your personal details, such as name, address, phone number, and email ID, private. This prevents your information from being publicly accessible in the WHOIS database. Additionally, domain privacy protection services can further obscure your personal information during domain registration. Using a domain privacy service ensures that your personal information remains hidden from public view. Prevention of Spam and Unwanted Solicitations: By withholding ownership information, anonymous domain registration helps you avoid unsolicited communication and spam. Enhanced Security: Anonymous registration adds an extra layer of security against cyber crimes like ransomware attacks and domain hijacking. The domain owner plays a crucial role in maintaining security and privacy by ensuring that their contact information is protected. Confidentiality: It allows you to maintain secrecy in sensitive situations, such as buying premium domains – or selling them – without revealing your identity. Emotional Pricing Elimination: Anonymous transactions eliminate emotional pricing by the seller based on the buyer’s identity and intention. Discreet Domain Procurement: Companies can discreetly procure domains for internal products, brand expansions, or mergers without tipping off competitors. Understanding the WHOIS Database What is the WHOIS Database? The WHOIS database is a publicly accessible repository that stores information about registered domain names. Managed by the Internet Corporation for Assigned Names and Numbers (ICANN), this database contains essential details about domain owners, including their name, address, phone number, and email address. The primary purpose of the WHOIS database is to provide transparency and accountability in the domain name registration process. It allows users to look up information about a domain name and its owner, ensuring that the domain registration landscape remains open and trustworthy. Risks of Public WHOIS Data While the WHOIS database serves an important role, having personal details publicly available can pose several risks for domain owners: Spam and Unsolicited Contacts: With personal information readily accessible, domain owners may find themselves inundated with unwanted emails, phone calls, or physical mail from marketers and spammers. Identity Theft: Cybercriminals can exploit the information in the public database to steal or hijack a domain, leading to potential financial and reputational damage. Privacy Breaches: Publicly available personal information can be used to compromise a domain owner’s privacy and security, making them vulnerable to various forms of cyber threats. By understanding these risks, domain owners can make informed decisions about protecting their personal details through anonymous domain registration and other privacy measures. Why Choose Anonymous Domain Registration? Anonymous domain registration is a crucial step in protecting your personal information and maintaining online privacy. By choosing anonymous domain registration, you can ensure that your personal details, such as name, address, phone number, and email ID, are not publicly accessible in the WHOIS database. This is particularly important for individuals and businesses that value their online privacy and want to prevent unwanted solicitations, spam emails, and identity theft. By keeping your personal information private, you can enjoy peace of mind knowing that your online presence is secure and your identity is protected. How to Register a Domain Anonymously There are several methods to register a domain name anonymously, including: Using a Domain Registrar that Offers Anonymous Registration: Services like Namecheap or Google Domains provide options for anonymous domain registration. Additionally, some registrars offer a free domain name with their services, which can be an added benefit. Utilizing a Proxy Service: Services like Domains by Proxy or Uniregistry can mask your personal information, ensuring it remains private. Registering Through a Third-Party Service: Using a VPN or a domain anonymization service can help you register a domain without revealing your identity. Using a Domain Broker or Marketplace: Engaging a domain broker or using a domain name marketplace can help maintain anonymity during the registration process. Some registrars offer a free domain with hosting packages, which can lower overall costs and enhance the appeal of their services. Using a Domain Privacy Service: A domain privacy service can protect your personal information by replacing it with the service’s contact details. Verifying Domain Privacy Protection To verify whether your website has domain privacy protection, you can easily check the WHOIS database by entering your domain name in the search bar. Look for a generic name, contact address, or email address that forwards messages to you. If you find any of your details apart from what’s in the Domain Information panel, consider enabling domain privacy. You can also check with your domain registrar to see if they offer domain privacy protection services. Ensuring that your domain has privacy protection is a simple yet effective way to safeguard your personal information and maintain your online privacy. Security and Protection Anonymous domain registration provides an additional layer of security and protection for domain owners. By keeping personal information private, individuals and businesses can: Protect Against Cyber Threats and Unwanted Exposure: Keeping your personal details hidden helps safeguard against cyber threats and unwanted exposure. Prevent Domain Hijacking and Fraud: Anonymous registration reduces the risk of domain hijacking and fraudulent activities. Maintain Confidentiality in Sensitive Situations: It ensures that your identity remains confidential in sensitive transactions. Enhance Security Against Ransomware Attacks and Other Cyber Crimes: Anonymous registration adds a layer of security against various cyber crimes. Ensure Personal Information Remains Hidden from Public View on WHOIS: Your personal details are not displayed in the public WHOIS database, protecting your privacy. It is essential to note that while anonymous domain registration offers numerous benefits, it is crucial to choose a reputable domain registrar that provides reliable privacy protection services. Additionally, individuals and businesses should be aware of the potential limitations and considerations when registering a domain name anonymously, such as specific restrictions or policies regarding anonymous registration for certain domain extensions (TLDs). Maintaining Anonymity Maintaining anonymity when registering a domain name is crucial for protecting your personal information and preventing unwanted solicitations. Here are some tips to help you maintain anonymity: Use a VPN to mask your IP address and location. Use a secure email service that offers end-to-end encryption. Be cautious when sharing personal information online. Use a domain broker or a domain name marketplace to purchase a domain name anonymously. Consider using a proxy service to mask your personal information. By following these tips, you can ensure that your personal details remain confidential and your online presence is secure. Regulatory Considerations Compliance with ICANN Regulations ICANN regulations mandate that domain registrars collect and store accurate contact information for domain owners. This requirement ensures that the domain registration process remains transparent and accountable. However, ICANN also recognizes the need for privacy and allows for anonymous domain registration through the use of proxy services or private domain registration. To comply with ICANN regulations, domain registrars must: Collect and Store Accurate Contact Information: Registrars are required to gather and maintain up-to-date contact details for all domain owners. Provide Options for Anonymous Domain Registration: Registrars should offer services such as proxy registration or private domain registration to help domain owners protect their personal information. Educate Domain Owners on Risks: It is crucial for registrars to inform domain owners about the potential risks associated with public WHOIS data and the benefits of opting for anonymous registration. Offer Tools and Services for Privacy Protection: Registrars should provide tools and services that enable domain owners to safeguard their personal information and maintain privacy. By adhering to these guidelines, domain registrars can ensure compliance with ICANN regulations while offering robust privacy protection options for domain owners. This balance between transparency and privacy is essential for maintaining trust and security in the domain registration ecosystem. General Data Protection Regulation (GDPR) Implications The General Data Protection Regulation (GDPR) has significant implications for domain registration and WHOIS data. Under the GDPR, personal data cannot be shown without consent. This means that domain registrars must obtain explicit consent from domain owners before publishing their personal data in the WHOIS database. If you’re a domain owner, you can request that your personal information be removed from the WHOIS database by contacting your domain registrar. This regulation helps protect your personal information and ensures that your privacy is maintained. Limitations and Considerations While anonymous domain registration offers numerous benefits, there are some limitations and considerations to keep in mind: Some domain extensions (TLDs) may have specific restrictions or policies regarding anonymous registration. Ensure that the domain registrar you choose has a reliable privacy protection service and a good reputation in the industry. Some domain registrars may require identification verification, but not all do. Anonymously registering a domain name may not be possible for all types of domains, such as country-code top-level domains (ccTLDs). Domain privacy protection services may not be available for all domain registrars, so it’s essential to check with your registrar before purchasing a domain name. By being aware of these limitations and considerations, you can make informed decisions when registering a domain name anonymously and ensure that your personal information remains protected.

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The Rebranding of Second Nature

How Second Nature successfully rebranded and skyrocketed their business You may have heard of Second Nature, an air filtration subscription business based in Raleigh, North Carolina. Second Nature sells high-quality home air filters on a subscription basis, letting people access clean air conveniently. However, the company didn’t start with its current name. It was previously known as FilterEasy, before rebranding in 2019. Rebranding from FilterEasy to Second Nature reflected the company’s decision to become an all-encompassing “home wellness” brand instead of limiting itself just to filters. It was a sound decision that made the company more attractive to customers and investors. FilterEasy was a referral from one of our trusted partners to help identify the owner and secure the SecondNature.com domain name. They were budget-conscious and looked for a way to secure the domain name without investing all the capital on day one. They were looking for a domain consultant that could help assign value to the asset, and also protect the anonymity of the FilterEasy team. Second Nature is an ideal case study of how proper rebranding can boost a company’s fortunes. It’s something you can draw a lot of lessons from. Starting Out FilterEasy began in 2012 as the brainchild of two students from the North Carolina State University (NCSU). Kevin Barry and Thad Tarkington sought to help people access residential air filters conveniently. Their idea was to sell home air filters on a recurring subscription basis so that customers could change them regularly. Often, homeowners buy air filters and forget to change them at the recommended time. An unchanged air filter usually clogs up, and debris passes through, causing adverse effects. Hence, subscriptions represented an excellent reminder for customers to change their filters. FilterEasy passed through a local startup accelerator program and launched out of beta in 2014. It began by offering air filters in over three dozen sizes. Barely a year after its launch, it had amassed 10,000+ subscribers and grossed $1 million in annual recurring revenue, representing major success.

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Name Experts offers personalized domain brokerage services, assisting clients in buying or selling premium domain names with expert appraisal, negotiation, and complete transaction management while ensuring confidentiality.

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