September 24, 2025

Domain Name Negotiation – 5 Scripts to Try

written by

Joe Uddeme

Joe Uddeme

Domain Name Negotiation – 5 Scripts to Try

Domain Buying Guides

Name Experts provides premium
domain service to:

MAX
MAX
MAX
Hope Channel
MAX
MAX

The negotiation phase of buying a premium domain name is one of the most challenging steps – and things can easily go wrong if you’re new to the game. Seasoned negotiator Joe Uddeme shares his top tips.

 

Picture the scene: the owner of a premium domain you desperately want to buy has said they will sell, and they’re asking you for your starting bid.

At what price point do you enter? If you low-ball them, will they write you off as a time-waster? If you go in high, will you be offering far more than they anticipated?

This is where experience in negotiation and a deep knowledge of the premium domain market come in. It’s just a small part of the expertise that a seasoned domain broker brings to the table.

To the uninitiated, negotiating for a domain name can be a daunting task. Whether you’re a startup founder, a small business owner, or a digital marketing manager, mastering the art of domain name negotiation is essential.

This article provides five scripts that can help you navigate these negotiations smoothly and successfully.

Before diving into the scripts, we should discuss why domain name negotiation is important, so we’ll look at the impact of a great domain on branding, SEO and visibility first.

Key takeaways

  • Why a great domain name leaves a powerful first impression
  • Strategic domains can help with SEO
  • It’s all too easy to overspend!
  • Preparation is key to great negotiation
  • Use market data to justify your offer

 

A premium domain’s impact on branding

Your domain name is often the first interaction a customer has with your brand. Which makes it hugely important! It serves as your digital handshake, and sets the tone for your brand’s identity/perception.

A well-chosen domain name can evoke trust, professionalism, and relevance – meaning customers can easily remember and find you online. On the flip side, a poorly chosen or generic domain can make your brand less memorable and harder to find. And that can be bad for business.

Some companies – such as Etsy and Trivago – prove that you can create a new word when branding, and that this can work well as a URL. But it’s easy to get it wrong, and for every success story there’s a made-up word that flopped.

 

SEO and visibility

A strategic domain name can also enhance your search engine optimization (SEO) efforts. Keywords within your domain can improve search engine rankings, and that makes it a whole lot easier for potential customers to find you through organic search.

This is particularly important in competitive industries where every advantage counts.

 

Financial considerations

The perfect domain can significantly boost your brand’s success – but acquiring it comes with a price. You should always fully investigate the likely costs before you embark on negotiations. Remember: great domain names can cost hundreds of thousands.

 

The art of negotiation

Negotiation is part skill, part art form. You’ll need lots preparation, an understanding of the other party’s needs – and the ability to know when to walk away. When negotiating, it’s important to balance assertiveness with flexibility to achieve a win-win situation. Here are some steps to take:

Preparation and research

Preparation is key. Research the domain’s history, understand its market value, and assess how it fits into your brand strategy. Knowing these details allows you to enter negotiations from an informed standpoint – and that will boost your confidence and likelihood of success.

Understanding the other party

It might seem counterintuitive, but the goal isn’t only to get what you want; you’ve got to consider what the seller needs. That means listening actively, asking the right questions, and gauging their motivations. Do they want a quick sale, or do they value the domain as a long-term investment? When you have this information to hand, it can help you craft offers that appeal to both parties.

Timing and patience

Timing is important. Approaching a seller during a downturn or when they might be looking to liquidate assets could yield better deals than when trying to buy in the middle of a bull market. Patience is a virtue too. Being too eager can signal desperation – which may drive up the price. A calm, composed approach is what you are aiming for.

Black and white image of four men at a business table, as if in mid-negotiation.

5 negotiation scripts to try

These five scripts are ‘beginner’ scripts that can be used as email templates when trying to secure a premium domain name.

Note that they’re not something an experienced domain name brokerage would use.

When you’ve brokered deals worth almost $200 million, as NameExperts have, your negotiator approaches every new deal ready for anything, adapting to the circumstances as needed and relying on lessons learned from past successes to boost your chances of securing your dream name at the right price.

But if you are determined to go it alone, these are a solid way to start.

 

Script 1: The initial inquiry

When you first reach out to a domain owner, you have to come across as approachable and positive. Our first script helps you make a professional and friendly initial contact.

Sample script:

Hello [Owner’s Name],

I hope this message finds you well. My name is [Your Name], and I am interested in acquiring the domain [Domain Name]. I believe this domain aligns well with our brand’s vision and would love to explore the possibility of purchasing it from you. Could you please let me know if it is available for sale and, if so, your asking price?

Thank you for your time and consideration.
Best regards,
[Your Name]

The theory behind this introduction

First impressions set the stage for the entire negotiation process. A well-crafted introduction should be polite, concise, and respectful. Remember to show genuine interest as it indicates to the seller that you value their asset – and that can make them more receptive to your offer.

Expressing genuine interest
It’s not just about what you say, but how you say it. Showing genuine interest in the domain conveys enthusiasm and seriousness. If you’re able to articulate how the domain aligns with your brand’s vision, it can also help the seller see the potential value in selling it to you. But don’t overdo it. You don’t want them to feel they alone can answer your domain name needs!

Requesting information upfront
When you request the asking price upfront, you create a clear pathway for the ‘what next?’. Their response allows you to quickly assess whether the domain fits within your budget – saving time for both parties. It also signals to the seller that you’re serious about the purchase and marks you out as a credible buyer.

 

Script 2: Negotiating the price

Once you’ve received a response, it’s time to negotiate.

Sample script:

Hi [Owner’s Name],

Thank you for getting back to me. I appreciate your offer of [Original Asking Price] for the domain [Domain Name]. After evaluating our budget, we are prepared to offer [Counteroffer] for the domain. We believe this is a fair price considering the current market conditions and the potential value it adds to our brand.

We are eager to proceed and hope to reach a mutually beneficial agreement. Please let me know your thoughts.

Best regards,
[Your Name]

The theory behind this counteroffer

A counteroffer demonstrates that you’re serious about the negotiation process – and that you know what to do next. It also shows that you’ve done your homework and are willing to find a way to arrive at a fair price that works for everyone. A well-reasoned counteroffer can also set the tone for prolonged, constructive negotiation that may follow.

Justifying your offer
Backing up your counteroffer with market data adds credibility to your proposal. By showing that your offer is based on thorough research and realistic assessments, you can create a stronger case for the seller to consider what you’ve put forward.

Maintaining enthusiasm
Maintaining a positive and enthusiastic tone is crucial – even when things get tricky. Staying professional keeps the conversation constructive and shows the seller that you’re genuinely interested in reaching an agreement – and not just out to get the lowest possible price. As a result, the seller is more motivated to work towards a price that works for both parties.

 

Script 3: Highlighting shared benefits

When negotiations hit a roadblock, it’s a good idea to highlight how the deal benefits both parties.

Sample script:

Hello [Owner’s Name],

Thank you for your patience as we continue our discussions. I’d like to reiterate how acquiring [Domain Name] is a strategic move for our company, and I believe this transaction will also benefit you.

By agreeing to our proposed offer of [Counter Offer], you will gain a significant return on your original investment. Additionally, this sale will allow us to amplify the domain’s potential, reflecting positively on its legacy.

I look forward to your favorable response.
Best regards,
[Your Name]

The theory behind the ‘shared benefits’ approach

Emphasizing mutual gains
Highlighting mutual benefits can switch up a negotiation from adversarial to collaborative. By focusing on how both parties stand to gain, you create a win-win scenario that makes the seller more inclined to consider your offer seriously and not just ghost you.

Acknowledging the domain’s value
This demonstrates respect for the seller’s asset. It also reassures them that you understand its worth, which reinforces your credibility as a buyer.

Painting a positive future
By discussing the potential future success of the domain, you can appeal to the seller’s sense of legacy – but once again, don’t overdo it. Showing how the domain will thrive under your ownership can be a compelling argument, if handled correctly.

 

Script 4: Overcoming stalemates

If negotiations are going nowhere, take a deep breath and remember the need to keep communication open and positive.

Sample script:

Hi [Owner’s Name],

I understand that agreeing on a price for [Domain Name] can be challenging, and I appreciate your efforts in these negotiations. To move forward, I am open to discussing alternative terms, such as installment payments or potential future collaboration.

Our primary goal is to reach a satisfactory outcome for both parties, and I am eager to find a solution that works for everyone involved. Please let me know if there are any flexible options we can consider.

Thank you for your continued cooperation.
Best regards,
[Your Name]

The theory behind this approach

Exploring alternative solutions
When you hit a roadblock, the mention of alternative solutions like payment plans or future collaborations may open new doors. Suggesting things like this also demonstrates your willingness to be flexible and creative – and that can help break the deadlock.

Maintaining a positive dialogue
This keeps the door open for continued discussions and signals your commitment to finding a resolution. Resist all temptations to start throwing your weight around, as the seller will likely close the door on all future communications. And that’s game over.

Demonstrating flexibility
You have to be flexible to overcome negotiation hurdles. Show that you’re open to exploring different terms – because it creates an environment where both parties can propose and consider new ideas.

 

Script 5: Closing the deal

Once an agreement is reached, it’s time to wrap up the deal with a professional and concise closing.

Sample script:

Hello [Owner’s Name],

I am delighted we have reached an agreement on the purchase of [Domain Name] for [Agreed Price]. Please let me know the next steps in finalizing the transaction, including any documentation or payment instructions.

We are excited to move forward and appreciate your cooperation in this process.
Best regards,
[Your Name]

The theory behind this ‘closing the deal’ script

Confirming the agreement
Confirming the agreed terms clearly and concisely is helps avoid any misunderstandings. It ensures that both parties are on the same page and lays the groundwork for a smooth transaction. Don’t skip this step!

Requesting next steps
Requesting the next steps helps streamline the transaction process and shows the seller you trust them to move the deal forward. It also conveys your eagerness to conclude the deal promptly.

Expressing gratitude
Being upbeat and thankful reinforces the positive relationship you’ve built during negotiations. It leaves a lasting impression – and can pave the way for future collaborations, too.

Close up (on arms) of two people shaking hands after successfully negotiating a deal

Summing up: the art of domain name negotiation

Domain name negotiation is a hard-earned skill, but for anyone looking to secure a valuable online presence, you’ll need to master it – or hire an expert domain broker to do your bidding for you.

Remember, the key to effective negotiation lies in preparation, communication, and flexibility. It’s something domain name brokers have learned – sometimes the hard way – over many years.

Our goal as your domain broker is to make your life as simple as possible – and to prevent you from overpaying for a domain name. Time and time again, the years of experience we bring to the party just works!

 

About the author

Joe Uddeme is Director and Principal of Name Experts, one of the world’s leading domain name brokerage services. He has overseen domain name sales and acquisitions totaling more than $150 million and is renowned worldwide as a go-to expert in buying and selling premium domains. Contact us at: [email protected]

Related posts

Celebratory shot of the monday.com team after the relaunch of the business and the acquisition of the domain name they needed
How We Helped Monday.com Secure the Perfect Name for their Rebranding

Discover how Name Experts’ premium domain buying service played a key role in the rebranding of Monday.com. As the business goes from strength to strength, Monday’s rebranding is a testament to the power not just of a world-class brand name but of a powerful, memorable domain name, too.   We’ve all heard of Monday.com. They are one of the biggest project management tools on the market. But that was not always the case. Before Monday.com was Monday.com, they were daPulse, a name that ultimately was a hindrance to their growth. The daPulse name was out of sync with the project management business and limited their ability to scale. Changing to Monday.com was a sound decision that contributed to the company’s massive success. It demonstrates how naming a brand is as essential as product development to any technology business. I was approached by the two founders, Eran Zinman and Roy Mann, to pursue a rebranding project. They wanted to buy a domain name that was both generic and memorable. One that ended in .com and could be used as a solidified brand. One of the names that stuck early on was Monday.com. After contacting the owner, the domain name negotiation and engagement was flawless, and ultimately, Eran and Roy were ecstatic with the result. Early on, however, I remember some of the feedback was, “What the heck is Monday.com?” But, with fantastic brand marketing, the team has done an exceptional job at growing and scaling the company. As with most great business ideas, it all starts with the foundation or a solid domain name asset to help build a brand. Here’s the story… In 2012, a group of Israeli entrepreneurs launched a company named daPulse. daPulse launched as a platform for enterprises to organize project management and collaboration between their workers. Though it started in 2012, daPulse didn’t launch commercially until 2014 after significant product testing and development.
Two execs – one male, one female – face an open laptop to illustrate blog post about domain names
Domain Flipping: Our Tips For Buying and Selling Domain Names For Profit

Long before crypto trading, people were making speculative digital bets on domain names. Buying and selling them for profit is still popular, but, as NameExperts.com Director Joe Uddeme warns, you need to approach ‘domain flipping’ carefully.   Wouldn’t it have been great to be ahead of the curve back in the 90s when the internet was in its infancy? With a little foresight and not very deep pockets, you might have snapped up Lime, Lyft, Uber or WeWork.com. And you might even have stolen the march on existing brands such as Shell and Verizon, who both reportedly had to settle with savvy individuals who had registered those domain names. Buying a domain name to trade can be a fascinating – and potentially lucrative – pursuit, but there’s lots to learn before you start reaching for the credit card. This article will rapidly bring you up to speed with the world of buying and selling domain names for profit. Key Takeaways Start with a realistic budget – and stick to it Work out what may have value today and tomorrow How to find out if the domain is for sale Build interest and sell your domain   Step 1: Set Your Budget Define a budget that’s suitable for investing in domain names. While some people can spare only $100, others have no worries investing $10,000. The rule of thumb is to only invest an amount you can lose without headaches. Every investment carries risks, so avoid putting critical amounts into assets.   Step 2: Look For Names That Have Value Simply put, you want to find domains that would be a valuable asset to your buyer (read our post on how to value a domain name). If you were buying a domain for your business, company or hobby, what would you look for? Is the domain you just bought something you would actually use? Try to put yourself in the buyer’s position to make sure that any domain you buy has value. It is also helpful to stick to an area that you’re familiar with. Ask yourself, what kind of domains are other people in this industry buying? Would you buy this name if you were in that position? How much would this domain help them get found online or give them authority in their industry? The top-level domain (TLD) also contributes significantly to a domain name’s value. “.com” is the most common TLD, and domains ending with this suffix tend to be more valuable than others because of high demand. However, there are other valuable TLDs, such as .net, .co, .ai, and .org. What are the best types of domain names to buy? The types of domains that increase your chances of succeeding in domain name flipping include: Local: Domain names tied to specific locations, e.g., cities and towns, tend to have higher demand than others. For example, if you reside in Caldwell, you can target domain names like Caldwellcoffeeshop.com, Caldwellrestaurant.com, Caldwellbakery.co, etc. Short: Shorter domains command higher prices than longer domains because they are easier to remember. Customers find it easier to recall shorter domains, so businesses are willing to pay more for them. Keyword-focused: Domains containing keywords are more likely to sell than those without. Look for domains containing keywords about different businesses and services, e.g., AffordablePlumbing.com, CheapPhoneRepairs.net, CarRepairs.com, etc. Step 3: Stay Focused You’re aware there are already millions of domains registered. But there are also endless combinations of available domains to register. If you’re looking for a key tip in regards to buying and selling domains for profit, you should start by narrowing your focus a little bit. As mentioned above, you should start by thinking about a topic or industry you’re familiar with. Are you in the healthcare industry? Do you love cars or animals? Your job of searching for domain names gets a lot easier if you already know about the topic, because you already have an understanding of the potential value a domain name has. Here’s something you should not do: don’t just target buyers based on who you think might be wealthy. If you’re only targeting lawyers or doctors because you think they’ll have more money, you might be missing an opportunity in an area you know better. Also, if you don’t have knowledge of that industry, you might end up buying domains without knowing there are industry-specific rules that limit buyers. Our advice is to stick with what you know. If you stay focused on those industries and areas, you’ll be much more successful and offer a lot more value.   Step 4: Determine if the Domain is Available A key step in the research process is to make sure that the domains you want aren’t already taken. If the names are taken, which is common, you can check the marketplaces to either buy from people who own them, or rebuy domain names that have expired. For premium names costing in the thousands, a skilled domain name broker is your best friend here. They know the marketplace intimately and can advise on current domain name trends and also on strategies to employ when approaching owners.   Step 5: Consider the Price You’ve found the name you want. It’s available. But how do you know if you’re paying a fair price? You can use sites like namebio.com to compare the name you want with similar ones. It has interesting features like entering keywords and finding a list of names that are close to yours that includes what they sold for and when. One service we offer at NameExperts.com is domain appraisal. We’ll help you assess what a name you are interested in is actually worth so you know if you’re getting a good deal – and what the name might be worth to potential buyers.   Step 6: Buying Your Domain Name You have successfully evaluated your domain name and determined a fair price. Now, it’s time to buy it. Your preferred domain can be purchased through a registrar, a marketplace, or a domain brokerage service like NameExperts. When buying through a registrar, the key is to choose one accredited by the Internet Corporation for Assigned Names and Numbers (ICANN), the nonprofit overseeing domain names. Follow this link for the full list of ICANN-accredited registrars. If you want to buy from a marketplace there are many to choose from. These are our top 5 marketplaces – and a quick Google search will yield many other options. Or if you want to have someone take the strain and do the hard work for you, consider using a domain broker. Here’s what a domain broker does and how they can work for you. Step 7: Attract Attention To Your Domains After buying a domain name, you need to attract attention to increase its value. A dormant domain doesn’t achieve much, nor will it have much chance in increasing in value. While there are some examples of dormant domains that made significant profits for their owners when sold, these are the exception and not the rule. Doing something with your domain increases your chances of selling it for significant gain. So what can you do with a domain? To start, you can create a website with it to attract users. It doesn’t have to be a website you actively manage every day. You can fill it with content you only need to edit occasionally. For example, if you acquire “SchoolsInTexas.com,” you can write a detailed list of the best schools in Texas and add it as the homepage. Anyone who opens the domain might like the content and share it with others. As more people flock to the domain, its monetary value increases. In the above example, you could even place advertisements on the content and make money from your domain. The ideal advertisers would be the schools listed on the page. Check out affiliate marketing, too. You can also advertise your domain on search engines like Google and Bing or social media platforms like Facebook and X (Twitter) to draw attention. The good thing about online advertising is that you can do it even with a low budget. The idea is to gather eyeballs to your site to increase its value. If you place content on your domain, ensure it’s optimized to rank high on search engines using search engine optimization (SEO). This involves including relevant keywords, formatting the article neatly for humans and search engine crawlers, and writing helpful content for your audience. It also helps to get inbound links (backlinks) to your site from other similar, authoritative websites. With enough attention and audience, you can proceed to the next step and start thinking about selling the domain. Step 8: Determine Your Domain’s Value You have successfully attracted attention to your domain and are ready to sell. First, you must determine a fair value for the domain. You don’t want to underprice the domain and leave much money on the table or, inversely, overprice the domain and not find a willing buyer. Here are critical questions to help you determine your domain’s value: Does the domain receive any traffic? The higher the volume of traffic to a domain name, the more valuable it is. Showing proof of high traffic can fetch your domain a substantial price. Does it generate any income? If your domain name already generates income from advertising or any other method, it becomes easy for an interested buyer to value it. You can sell the domain for many multiples of its revenue. Does it have any search engine authority? Your domain’s search engine visibility largely contributes to its value. Domains with quality backlinks have more value than those without. Check your backlink profile to evaluate how much your domain name can fetch. If you feel they aren’t enough, you can build more backlinks before listing the domain for sale. Is the domain name brandable? You’re more likely to fetch a higher price for a domain that’s easily brandable. Such domain names tend to be short and easy to recall. Businesses pay top dollar for brandable domains because they draw more online traffic. Does it have a popular TLD? Domain names with popular TLDs like “.com,” “.net,” and “.org” are more valuable than those with less popular TLDs. Pro-tip: If the answer to all the above questions is yes, you’re on the right path to flipping domain names for profit!   Step 9: Selling Your Domain Name You’ve determined a fair price. Now it’s time to sell. Consider how you want to sell the domain and evaluate which route will give you the optimal price. Your best options for domain name flipping include: Private Sale: Sellers can negotiate one-to-one deals with prospective buyers. You’re free to approach any individual or business you think might be interested in your domain name and negotiate a price. Marketplace: You can list your domain name on a dedicated domain name marketplace. It’s easier to find buyers this way because the marketplace already has domain name investors looking to buy. The marketplace will take a cut of your sales for their service. With a Broker: Another effective way is to hire a domain name broker like Name Experts to negotiate a deal for you. Domain brokers are experienced in evaluating the value of domain names and can fetch you the best possible price. The broker handles the negotiations, and the only thing you will have to do is authorize the domain transfer. Auction: Auctioning your domain name is another way to sell it. You’ll place the domain up for auction on a marketplace, and the intending buyer with the highest bid will buy it. Domain auctions usually last several days, so there’s ample time to find a willing buyer and profit from domain name flipping.   Step 10: Use An Escrow Service It’s advisable to use a third-party escrow service when selling your domain name. The escrow service holds the money paid by the seller and releases it after confirming that you’ve transferred the domain. It prevents you from falling victim to fraud, e.g., a buyer refusing to pay after you’ve transferred your domain.   Step 11: Transfer the Domain The last step – all you have to do now is transfer the domain as agreed to the buyer. You’ll need to request an authorization code from your registrar and transfer the domain to the buyer’s registrar account. Note that most registrars require a domain to be at least 60 days old to be eligible for a transfer.   Domain Flipping Tips Building Your Domain Portfolio You can become an expert investor specializing in domain names if you’re willing to learn about the marketplace and create long-term value. Domain names are like any other asset to invest in, but you must do it carefully. Follow these tips to build a good portfolio and make money flipping domains: Understand your strategy: Domain name investors either follow the “quick flip” or “buy and hold” strategy, and these phrases are pretty explanatory. Choose which strategy you want to follow, or use a mix of both. Diversify your portfolio: The portfolio’s value should not be tied up in a single or few domain names because of concentrated risk. If possible, acquire more domain names to balance your risks. Never overpay for an asset: Don’t be the inexperienced investor who overvalues and pays excessively for an asset. Ensure you get third-party evaluations before paying for a domain. This will help you to maximize your profit when you sell the domain. Study and gain knowledge: The domain name investment scene is flexible and dynamic. New events occur every day that affect the value of domain names, so ensure you stay up to date with industry news to avoid getting left behind. Domain Flipping Risks Domain name flipping doesn’t guarantee profits. It carries risks, just like any other type of investment. The main risks include: Low Liquidity: Domain names don’t have as much demand as other assets like stocks, bonds, and commodities. You’ll likely need to wait a while after listing a domain before you find a willing buyer. It’s not something to invest in if you want short-term liquidity. Unexpected Valuations: Domain name valuations can swing high or low on a whim. You might buy a domain, wait a while and list it for sale – only to find the offers are significantly less than you paid for it. Domain name valuation is not as technically grounded as in other assets like stocks and bonds; the value depends significantly on a buyer’s intuition, so be aware of the risks. Other Ways to Make Money with Domains Buying domain names to resell isn’t the only way to profit from them. You can make money in other ways, such as: Domain Leasing: Rent your domain name to another party for an extended period. You’ll be paid at specific intervals such as monthly, quarterly or annually, giving you steady income for as long as the lease lasts. Parked domains: You can keep a domain and make money by placing ads on the homepage with a strategy called “domain parking.” You might also redirect the parked domain to an existing website you operate that generates revenue.   About the author Joe Uddeme is Director and Principal of Name Experts, one of the world’s leading domain name brokerage services. He has overseen domain name sales and acquisitions totaling more than $150 million and is renowned worldwide as a go-to expert in buying and selling premium domains. Contact us at: [email protected]
Default alt text
How to Choose a Domain Name

Open the dictionary and pick a word – the .com of that word will almost certainly be gone. So, where do you begin when choosing a domain name that will help your business grow? NameExperts.com Director Joe Uddeme walks you through the whole process.   One of the most important decisions you’ll make about your business is the domain name you choose to acquire. The domain name you give your business is crucial because it becomes your identity on the web. You want it to reflect your brand and fit your business, but you also need it to be easy to find and promote. Acquiring a premium domain name is definitely the way to go, but choosing one can be difficult. What criteria should you be following to make sure you end up with the very best when you buy a domain name? This post is a little different to the others on the NameExperts blog – it’s a list of six key pointers to consider when choosing a domain name.   1. Pick a Short Name When You Choose a Domain What You Want to Avoid: When you’re just starting out playing with domain names to choose it can be tempting to combine all your ideas into one long domain name – like UsedCadillacsInTexas.com. However, while that may make it unique and descriptive, it may hurt your branding. What to Do Instead: A short name is easy to remember, easier to spell, and thus, has a better chance of becoming a household name. It also makes it easier when you want to branch out into branded items, or you want to create a logo, etc. Unfortunately, all the very easy 3-letter names were all taken as early as 1997, but there are plenty of others available that are appropriate. The shorter your domain name is, the easier it is to share through word of mouth. It’s also easier to type into your search bar, especially if you’re using a phone.   2. Pick Something Easy to Spell, Pronounce, and Remember What You Want to Avoid: A name that is difficult to spell can negatively impact your traffic because it can mean that users don’t land on your page. They might even end up with a competitor instead. You’ll also want to avoid using multiple spellings and the use of hyphens, numbers, or special characters. Your customers will often misunderstand numbers or misplace hyphens. People who hear your web address might not know whether you’re using a numeral or if it’s spelled out. What to Do Instead: This name needs to be easy to remember. Your customers need to be able to spell it correctly and pronounce it easily, so that they can easily share it with others (check out our guide to choosing a strong brand name for your business). Imagine you’re naming a child – you want something unique for your site, but you also don’t want a name that will create difficulties because of spelling or pronunciation. Every ‘Steve’ whose parents opted for ‘Steeyve’ or ‘Stëeve’ will tell you that being ‘clever’ with a name rarely works. If you absolutely need to include special characters or terms that are more difficult to spell in your domain name, make sure you register different variations of it to be safe. Some of the most famous and brandable names out there are extremely simple: Google. Facebook. Amazon. Apple. These are giants who created an excellent product or service, but who also knew how to brand themselves by acquiring premium domain names.   3. Use Relevant Keywords What You Want to Avoid: A word of caution here – if your domain is entirely made up of keywords, you run the risk of creating a brand that sounds too generic or unrecognizable. Especially if you’re starting a blog or a personal page, you need something with a bit of personality. What to Do Instead: You’ll notice that a lot of the heavy players have names that are composed of two words, and one of them is usually a keyword. That is a very clever choice, because a) it’s descriptive of your business, b) it majorly contributes to SEO, and c) it makes your name easy to remember. So, if you’ve got an interior design business, for example, you’ll want a premium domain that ideally includes a relevant keyword, like “design”, “interior”, “decorator”, “home”, “style”, etc. That will tell your potential customers all they need to know about your business. Your name is also likely to pop up in whatever Google search they try for “interior design” or similar keywords. If your business is local, you might consider including your city or state in your domain. That way, customers in your area can find your name and remember it easier. Often, when doing keyword research for your business, you’ll find that city and state will most likely be included.   4. Avoid Anything Confusing or Inappropriate What You Want to Avoid: You want to pay attention to not pick a name that is confusing (either because of spelling or sheer peculiarity), awkward, or inappropriate. If the initials of your business make up an inappropriate word, scrap the name immediately. What to Do Instead: Pay attention to what a domain looks like when you spell it out, if it’s made of multiple words. You’ll be surprised at how many other words you may inadvertently spell. Example: your name is Marc and you’re a rapper. www.marcraps.com isn’t great, is it? The other thing to look out for is picking a name that has no relation to your line of business. That can be very confusing.   5. Avoid Names that Already Exist or Are Trademarked What You Want to Avoid: Don’t go ahead with a name that is extremely similar to an existing one or that is trademarked, because a) that is confusing for your customers and you risk losing traffic, and b) you may, someday, be served with a legal notice that may create problems. What to Do Instead: However, there is a caveat here. If the name is already trademark-protected, that’s a bit of a dead-end. There can’t be another Burger King, for example. If, however, the domain name you want is just taken by someone else, there are ways around that, and you are still able to buy a domain name that is already owned.   6. Choose a .com TLD, but Purchase All Available Extensions What You Want to Avoid: If you only acquire the domain name you want and no other similar ones, you run the risk of having someone else purchase other variations of your domain. They will get the traffic that should have been directed towards your page. What to Do Instead: The most popular domains are .com ones and they are the most widely used, so it’s the ideal premium domain to acquire. But your work doesn’t stop here. Once you’ve bought that, you also want to purchase every other available variation of your domain name. For example, let’s say your domain name is www.carsforsale.com. You should try to buy www.carsforsale.net, www.carsforsale.org, www.carsforsale.biz, etc. That way, no one else can take these domains and possibly steal traffic that was meant to go your way. Once you have these domains, you can make sure the traffic redirects to your main .com domain. Check out our guide to TLDs (top level domains). The Bottom Line When Deciding How to Choose a Domain Name Choosing a domain name can be a delicate process. Pick the wrong one, and your business may suffer. Pick the right one, and it can catapult you into quick notoriety, or at least it can help make branding easier. The most important things to remember when choosing what domain to acquire is that it should be something easy to spell and remember, it should be non-trademarked, and it should ideally include a keyword. If you manage to find the perfect one, purchase every variation to make sure that you can take advantage of 100% of the traffic going to these domains. Buying premium domain names for a business can be pretty complex, which is why many people turn to an expert domain broker for help. Brokers know all the ins and outs of securing a great name and are adept at negotiating the best price for the buyer. Check out our guide to the best domain brokers of 2025 for more details.   About the author Joe Uddeme is Director and Principal of Name Experts, one of the world’s leading domain name brokerage services. He has overseen domain name sales and acquisitions totaling more than $150 million and is renowned worldwide as a go-to expert in buying and selling premium domains. Contact us at: [email protected]

Why Work with Name Experts

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.

Free Consultation

Some of our most
successful stealth acquisition and sales

Aid.com

Fit.com

Mine.com

GLD.com

Jeff.com

Fora.com

Nori.com

Secure.com

Guitar.com

F*ck.com

Radian.com

MetaData.com

Prize.com

Link.com

Loop.com

Programs.com

Claim.com

Quince.com

Hook.com

QXO.com

NQ.com

Rest.com

Humani.com

Max.com

Need help buying or selling premium domains?