A domain name is the unique name that identifies your website online, for example: digitaljourney.nz

What's in a name?

Look closely and you'll see that all domain names have two parts: 

• The name of your company, known as the 'second level domain'. For example: 'thisisme'.
• The domain extension, known as the 'top level domain'. For example: .com .nz .org

A strong domain name makes you memorable

It separates you from the crowd, makes your organisation look professional and credible, and makes it easy for customers to find you - and come back! 

Ideally, choose the name of your organisation your domain at the same time, to make sure they match well. It’s trickier to change either one later on, once your brand is established.

How do you know what's available?

As domain names are unique, you can only register a name that is not already in use. Check with OneCheck at business.govt.nz to see which domain names are available. 

Don't forget to choose a name that’s available on social media as well — it’s important to have a unified online presence.

Choosing the main part of your domain name

Choose a name that:

• reflects what you do
• is unique—doesn’t sound like anyone else
• is short (6–10 letters for the main part is ideal, and 8 letters is perfect)
• is easy to remember
• is easy to pronounce (no abbreviations)
• is easy to type (no hyphens)
• can’t be misread (e.g. itscrap.com for 'IT Scrap')
• isn’t trying to be too clever or trendy (e.g. doooooooodle.com).

Take your time and choose carefully. 

Make sure you domain name isn't too similar to any other business name, trademark, web domain, or social media account. You don’t want customers to confuse you with your competitors, and-most importantly—you don’t want your competitors to contest your right to be online! If your domain name is too close to a registered trademark, you may be asked to take your website down. 

OneCheck will help you make sure you’ve chosen a safe name.

Choosing your extension 

The extension of your domain name tells users something more about your organisation. 

It can tell them what type of organisation you are:

• .com — for international organisations
• .co — for companies
• .org — for non-profit organisations
• .gov or .govt — for governments
• .edu or .ac — for educational or academic institutions

What country you're in:

• .nz — for New Zealand
• .au — for Australia
• .uk — for United Kingdom
• .in — for India

Even indicate what topic you're focused on:

• .photography
• .movie
• .bike
• .cooking

When choosing your domain extension, consider what your customers look for. If they see you as a New Zealand business, consider getting a .nz domain name. If you want to be seen as an international business, consider .com (or .global, if .com isn’t available).

You can use more than one extension, depending on what you want your domain name to indicate to your customers. For example, .biking.nz, or .co.au. If you’re an iwi organisation, consider .iwi.nz. 

OneCheck will give you more ideas for extensions.

Checking the history of your domain name

Once you’ve chosen your domain name and checked it’s available, make sure it’s never been blacklisted or penalised. 

Type your domain name into Wayback Machine to check.

Ready to register?

Most domain registrars make the process quick and easy. Check the list of authorised registrars at the Domain Name Commission to choose a service that suits. 

Consider what you might need:

• Just domain registration?
• Website hosting and email services?
• A specific level of customer services? 

Linking your domain name to your email

Using your domain name for your email—for example, 'me@thisisme.com'—is essential. Research shows that customers trust businesses more if they’re using a registered domain name for their email addresses.

If you’re still using a more general email address, such as @gmail.com or @outlook.com, find out how to link it to your domain name as soon as you can. This guide will show you how. 

Case Study

Hear why Survive-it use their domain name for both website and email by watching the video below. You can also read about it here. 

Using your domain name for your social media 

Make the most of your domain name by using it across all your channels—don't worry about the extension. For example, thisisme.com could become 'This is Me'.

And of course, be sure to place a link to your website on each social media page so people know for sure they’re in the right place. 

Check out our article about integrating your website with social media for more information. 

Registering more than one domain

You can register multiple domain names for the same website, to help target customers in different countries. For example, you could register .com, .nz, .au and .uk at the same time. 

However, be aware that you’ll be charged a fee, usually charged annually, for each domain name you register. 

Some domain names also require a verified local contact address (eg, a street address or a PO box number) in a specific country before you can register them.

Need some help or want to know more?

If you have any questions or need advice, you can get in touch with the Digital Journey team at hello@digitaljourney.org.

Digital Journey works with individuals, businesses and organisations of all types across New Zealand. We provide FREE online digital assessments and resources, as well as training, coaching and project management services.

Our vision is to help everyone get the most out of the Internet, online tools and digital technology. Find out more at www.digitaljourney.org.