What End-Users Should Look For

When a new or expanding business chooses its primary domain name, the business owner(s) frequently overlook some of the most fundamental principles of commerce and/or language.  Choosing an unwise domain name is often regretted, but the switching costs associated with transferring to a new domain later can be overwhelming.  More information here.

What end-users / strategic acquirers should look for in a domain name and brand identity:

1. Highly memorable and easy to communicate verbally
   
2. Highly descriptive of the intended business / trade activity
   
3. Immediately recognizable and salient to consumers
   
4. MUST be dot com (.COM) in order to convey legitimacy and credibility (*except in the cases of non-profits where .org is truly prerequisite)

If the name isn't memorable and easy to say out loud, you will likely encounter difficulties trying to 'spell out' your email address over the telephone.

If the name isn't descriptive of the trade, you will have an uphill battle in word-of-mouth referrals and even perhaps with search engine ranking and exposure.

If the name isn't immediately meaningful to customers, this may cause confusion.  When prospective customers are confused about what you do, many of them don't ask questions - they just seek out your competitor instead.

Dot com is the undisputed 'king' of online commerce worldwide.  If the name incorporates any other extension than .COM, consumers may characterize your company as an imitator or follow-on.  They'll check the .COM variation of your name, assuming (often correctly) that your competitor using the .COM is more established and reputable.  Customers need some degree of comfort before spending their hard-earned $.  Dot com domain names imply credibility and help evoke comfortability.