How to choose a domain name that drives business success

Starting a website? Congratulations! You’re setting up an invaluable digital space to connect with customers, showcase what you offer, and establish your brand. Your domain name — the address for your website — is a crucial first step. It’s like choosing the perfect business location, only online.

Recent data by InternetNZ shows that 80% of New Zealand businesses view websites as their most important digital presence, yet just over half actually have one. With Kiwi consumers also preferring to engage through websites, the message is clear: having a website matters, and so does choosing the right domain name. Let’s dive into the essentials and make sure you get the domain that fits your business goals.

1. What is a domain name and why do you need one?

Think of a domain name as your digital address. It’s how people find you online — whether they’re browsing your website or emailing you. While social media can be an important tool, it’s like renting space on someone else’s platform. You don’t control who sees your posts or what changes come to the platform. Your website, on the other hand, is fully yours and can be optimised to engage customers more directly. Having your domain gives you a secure and professional anchor online.

Action Tip: Visit your competitors’ websites and social media channels. List a few ideas you’d like to adopt and note how their domains contribute to their brand.

2. Picking the right domain extension

A domain extension, the part after the dot (like .co.nz or .com), can signal trustworthiness and relevance. Each extension has its pros and cons:

• Country code Top Level Domains (ccTLDs): Extensions like .nz signal that you’re a local business, which resonates well with Kiwis — 76% of consumers in New Zealand feel that .nz domains are the most trustworthy.
• Generic Top Level Domains (gTLDs): Extensions like .com or .net are more globally recognised, which is ideal if you’re targeting an international audience. But don’t forget that .nz has a great international reputation, too.

Quick Question Guide:

• Are most of your customers in New Zealand or overseas?
• What domain extensions do successful competitors use?
• Does your extension align with your brand?

Action Tip: Pick an extension based on your market — if you’re aiming for local, .nz or .co.nz is ideal, but for international business, .com or another gTLD may work better.

3. Choosing the perfect domain name

You may already have a name in mind, but here’s how to make sure it’ll work:

• Keep it short and simple: Aim for 6–14 characters to make it easy to remember and type. Avoid hyphens, numbers, and difficult spellings.
• Reflect your brand: Does the name reflect your business type? For example, “TimsBakery.co.nz” is simple, local, and clear about what Tim’s business offers.
• Make it unique: Avoid names that sound similar to competitors, as customers could end up on their sites instead of yours.

Action Tip: Use the JumpStarter availability tool to verify name availability. If your ideal name is taken, consider slight adjustments, like adding a keyword or your location.

4. Registering your domain

Once you’ve chosen your domain, it’s time to register it. Follow these steps to ensure you’re fully in control:

1. Use real details: Your contact information must be accurate to avoid domain deactivation.
2. Register it in your name: If a developer helps you, make sure you’re listed as the holder of the domain, not them.
3. Keep info up to date: Always ensure your email and other contact details are current so you don’t miss renewal notices.
4. Track your renewal date: Set a calendar reminder to renew annually so you don’t lose the domain.

5. Finding a domain provider

Select a provider that fits your needs. Many companies offer both domain registration and web hosting, which simplifies the process if you’re setting up the website yourself. Also, consider where their customer support is based and how accessible they are. Check out www.jumpstarter.co.nz for a list of providers and links to the registrar list.

Action Tip: Research reviews and shortlist three providers. Compare their services and support options to find the best fit.

6. Securing your domain name for the long run

With your domain registered, follow these tips to keep it secure:

• Use a strong password: Set up multi-factor authentication to protect your account.
• Don’t use your domain for its own contact email: Use a separate address (like Gmail) to receive important notifications.
• Be vigilant about provider info: Know your domain provider and have their contact details on hand.

Owning a domain name is a crucial step in growing your business online. It’s more than a digital address — it’s a tool to build trust, establish your brand, and reach your audience. Follow these tips, and you’ll set up a domain that works as hard as you do.

Insights from the team at JumpStarter

View this story in full via NZ Entrepreneur Magazine website:

https://nzentrepreneur.co.nz/how-to-choose-a-domain-name-that-drives-business-success/