Wondering how to choose a domain name for your business? This episode gives you a clear framework so you can decide quickly and move forward.

Jan walks through what makes a domain strong, whether .com still matters, what to do if your name is taken, and how to protect your brand long term.

Jan Touchberry is a brand and visibility strategist who helps entrepreneurs build clear foundations, scalable systems, and authority-driven businesses.

DIRECT ANSWERS TO QUESTIONS:

How do you choose a domain name for your business?

Choose a domain that is simple, easy to spell, easy to say out loud, aligned with your brand, and preferably available in .com. Avoid hyphens and complicated spellings. If your first choice is taken, add a short natural word or consider a clean .co alternative.

Is .com better than .co?

.com is still the most recognized and trusted domain extension worldwide

If it’s available and fits your brand, it’s typically the strongest choice. .co can work well, but some users will default to typing .com out of habit.

What if the domain name I want is taken?

Before choosing something confusing:

1. Add your middle initial
2. Add a short word like “with” or “hello”
3. Consider the .co version

Clarity is more important than creativity

Does a domain name affect SEO?

Your domain alone will not make or break your SEO. However, a clear, trustworthy domain improves click-through rates and brand recognition — which supports long-term visibility.

WHO IS THIS EPISODE FOR?

1. Female entrepreneurs launching a business
2. Service-based founders building authority
3. Coaches, consultants, and speakers
4. Business owners rebranding

WHAT YOU'LL LEARN:

1. Why clear domains outperform clever ones
2. Why you should secure your personal name as a domain
3. How short redirect domains improve conversions
4. How to stop overthinking and make a decision

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ABOUT THE HOST:

Jan Touchberry is a brand strategist, marketing consultant, and founder of The Brand Collaborative. She helps women entrepreneurs build profitable businesses with clear messaging, strategic funnels, and aligned visibility.

How to Choose the Right Domain Name (and Stop Overthinking It)

Approx. 18 minutes

OPEN

Okay — I want you to picture something with me.

You finally sit down to start your website.

You’re excited. You’ve got your coffee. You’ve got your notebook. You’re ready.

You open a domain search site… type in the name you want… hit enter…

…and it’s taken.

So you try another.

Taken.

Another.

Taken.

And suddenly what should’ve been a five-minute decision has turned into a full-blown identity crisis.

Friend, if that’s you, you are not alone. I cannot tell you how many business owners I’ve worked with who felt completely stuck right here — before they ever even launched.

And here’s what I want you to know right out of the gate:

Choosing a domain is important.

But it is not supposed to paralyze you.

Today I’m going to walk you through how to choose one wisely, what actually matters, what doesn’t matter nearly as much as people think, what to do if your first choice is gone, how to think about .com versus .co and all the other options out there, and a few strategic moves that most people never even consider.

My goal is that by the end of this episode you can confidently pick one and move forward — hallelujah!

And… if you already have all this buttoned up – don’t click off, because I have a juicy little domain strategy that even the most seasoned business owner may want to implement as you level up.

Ready? Let’s get into it.

WHY THIS DECISION FEELS SO BIG

OK friends. Today we are talking domains.

You may be asking yourself, why a whole episode on domains, Jan? great questions and a fair one. Because on the surface it can seem really simple. But I have lost count on the number of times I have had this conversation with people when we go to build their website and the URL they need is taken or the one they purchased is… how can I say this kindly… less than stellar.

It can be hard.

A domain feels weighty because it feels permanent.

It feels like naming a child. Like once you choose it, you’re locked in for life.

But from someone who has helped build and rework a lot of brands:

Domains can change.

Businesses evolve.

Brands refine.

So take a breath. You are not carving something into stone tablets today.

What you are doing is choosing a tool. A door. A digital address. A signpost that points people to what you offer.

That’s it.

WHAT ACTUALLY MAKES A DOMAIN STRONG

Let me simplify this as much as possible. A good domain is not the most cleaver one. It’s not the most creative one. It’s not the most poetic one.

It’s the one people remember.

That’s the goal.

Here’s the test I want you to run:

If someone hears your domain once, can they spell it later?

If they can’t, it’s going to cost you traffic.

If someone has to ask you, “Wait, how do you spell that?” that’s friction. And online, friction is expensive.

Clear beats clever every single time.

You also want it to be easy to say out loud. Because whether you realize it or not, people share websites verbally all the time — in conversations, on podcasts, from stages, at events.

If it’s awkward to say, it’s awkward to share.

And finally, it should sound like you. If your brand is polished and professional, your domain shouldn’t sound random or thrown together. Alignment matters.

LET’S TALK EXTENSIONS (.COM, .CO, ETC.)

This question comes up constantly, so let’s settle it.

People default to typing .com automatically. It’s the most recognized extension on the planet.

Statistically, .com still dominates the internet .Holding over 40% of URLs — it makes up the largest percentage of registered domains worldwide. And that matters, because people trust what feels familiar. So if the .com version you’re looking for is available and it fits your brand, it’s almost always the safest, clearest choice.

Grab it. Grab it now.

Now, if your exact name isn’t available as a .com, that does not mean you’re stuck.

A .co can be a great option. It’s short, clean, modern, and widely used. I’ve seen plenty of strong brands build on .co without any issues.

You just need to understand human behavior: some people will still type .com out of habit. That’s normal.

Other extensions — like .net, .org, .studio, .online require a little more intentionality. They can work well for niche uses, specific campaigns, or creative brands. But if you’re building your main business home base, simpler is usually stronger.

And while we’re here — avoid hyphens and underscores if you can. They create confusion. People forget them, skip them, or misplace them. If there’s a clean option without one, choose that every time.

WHAT TO DO IF YOUR NAME IS TAKEN

This is the part where most people freeze.

They search their name. It’s unavailable. And immediately they assume they’re out of options.

You’re not.

Here’s the order I recommend trying, and this works more often than you’d think:

First — try adding your middle name or initial.

That alone solves it for a lot of people.

Second — add a simple, natural word. Something short and intuitive like “with,” “hello,” or “the.” Not something long or complicated. Just enough to make it available.

That’s because short, intuitive words like the, get, or hello help people remember and pronounce your domain easily. That’s the goal.

Let’s say sarahjohnson.com is taken. Instead of weird spellings or hyphens, domain naming pros suggest something like:

• theSarahJohnson.com

• helloSarahJohnson.com

• withSarahJohnson.com

• SarahJohnsonco.com

Those are simple, natural, and easy for people to remember — exactly what brand and domain guides recommend.

And, if you hate those options - if your exact name is available in .co, that’s usually your next cleanest option.

Notice what I didn’t say: I didn’t say panic and grab something confusing just because it’s available.

Clarity is always worth taking a few extra minutes to find.

THE DOMAIN I THINK YOU SHOULD BUY TODAY

Now… listen up! This part is very important. Even if you never plan to use it.

Buy your name.

If your personal name is available as a domain, grab it and hold it.

Your name is an asset.

You don’t know what God might ask you to do five years from now. Speak. Write. Teach. Lead. Launch something new. Step into a platform you can’t even see yet.

I’ve watched people try to buy their own name back later from someone who already owned it — and it cost them thousands.

I have a client right now who had the foresight to buy their names and the names of all their children. Except one of their son’s names was taken. Guess which one of their children went on to run for state representative. YUP!

You just never know…

So if it’s available now and affordable, secure it. You don’t have to build anything on it. Just own it.

That’s just wisdom.

A STRATEGY MOST PEOPLE MISS: DOMAINS FOR OFFERS

Here’s something for all you incredibly organized and forward thinking people who have all your URLs buttoned up…

I recommend this to clients all the time.

You can buy domains just for your offers.

So instead of directing people to a long link with a bunch of slashes and pages…

You give them something simple and memorable.

Short links are easier to remember, easier to say, and easier to act on.

This is especially powerful if you ever speak, teach, or share links verbally. If someone hears it once and remembers it, they’re much more likely to actually visit it.

Simple links remove hesitation. And removing hesitation helps people say yes faster.

You register it with GoDaddy and then just redirect it to the appropriate page on your website. I think Jenna Kutcher is the master at this. She has things like ThePodcastLab.com or growyouremaillist.com

You don’t need to do this for every freebie, but if you have an offer that is a staple in your business or if you are an author releasing a new book – those are perfect time to use this strategy.

I actually have one going live next week. Stay tuned for info on that. You will LOVE IT!

It’s actually kind of fun. But be careful, it can become a little addicting

QUICK HEART CHECK BEFORE WE CLOSE

If you’ve been stuck on this decision for weeks or months, I want to gently say this:

At some point, overthinking stops being wisdom and starts being delay.

And delay is one of the enemy’s favorite tools.

Not because domains matter that much — but because obedience does.

If God has given you something to build, you don’t need the perfect domain to begin. You just need one that works.

Progress honors Him more than perfection ever will.

ACTION STEPS

If you want to decide today, here’s what I’d tell you to do:

Brainstorm a handful of options. ChatGPT can help with this.

Say them out loud.

Ask some of your ideal clients their opinion.

Choose the clearest one available.

Secure it.

And move forward.

Done is better than stalled.

OUTRO

Your domain is the address that allows you to fulfill the mission, the calling. It’s helps you create the impact in the world that God created you for.

So choose one that’s clear, grab it, and keep going.

And if you know someone who’s been stuck in this exact decision loop, send this episode to her. It might be the nudge she needs to finally move.

I’ll talk to you soon.