Selecting and Registering a Domain Name: What to Know

Your domain name is where your business lives online. It’s your digital address; the place customers type when they want to find you. Choosing the right one is simple in theory but crucial in practice.

A good domain is short, relevant, easy to spell, and instantly connects people to what you do. It’s one of the smallest decisions you’ll make that can have one of the biggest impacts on your visibility, trust, and long term success.

🕐 Takes about 6 minutes to read

🧭 Here’s What We’ll Cover

• What a domain name is and how it works
• How to choose one that fits your business
• Where to register your domain safely
• Australian (.au) domain name rules and criteria
• Why your domain is more than “just a web address”

What Is a Domain Name?

A domain name is your web address; the unique identifier that leads customers to your site (like yourbusiness.com).

When people type it into their browser, it directs them straight to your website.

Some trusted domain registration companies include:
Domain.com, BlueHost, HostGator, DreamHost, GoDaddy, Crazy Domains, Cheaper Domains, and Namecheap.

How to Choose the Perfect Domain Name

Here are some tried and tested tips that have served me (and many others) well:

Keep it simple and relevant: Pick a name that matches your brand or the product you sell. Avoid complicated spellings or long phrases.

Stick to 2–3 words maximum
The shorter and sharper, the better. Customers remember simplicity.

Avoid spelling traps
Words like “success,” “business,” or merged names (“chickennoodle” vs “chickenoodle”) can confuse people.

Skip the tricky wordplay
Don’t rely on double meanings or puns. “Goodbuy.com” may sound clever, but half your visitors will type “goodbye.com.”

Use relevant keywords if your brand is new
If your business name doesn’t yet speak for itself, add a keyword that clarifies what you sell. This will also assist in lesser disputed transactions where the buyer doesn’t recognise the transaction appearing on their statement.
Example: Global Estates selling coffee beans → CoffeeBeanEstates.com.au.

Protect your name
Register variations and different extensions (.com, .com.au, .net) to prevent others from snapping them up.

🛡️ Domain Name Infringement: Don’t Go There

Steer clear of using someone else’s brand or trademark; it’s not worth the risk. Infringement penalties and suspensions can cost you more than the domain itself.

Double-Check Before You Commit

Before you lock it in, take a moment to Google search your chosen name.
Make sure there’s nothing else already appearing in the search results, especially anything unrelated or inappropriate. You’d be surprised how often a name that sounds great in English turns out to mean something questionable in another language.

You want your business to be the only one that shows up when someone types your name into Google; simple, clean, and unmistakably you.

Register a Business Name that Matches

Once you have thought of a domain name, it would be good to register a business name that matches. As part of your exit strategies, you need always to look ahead and prepare for this from the very beginning. 

💡 Cranky Boss tip: Don’t fall in love with a business name until you’ve checked the domain; it’s the digital real estate of your brand.

Target Audience

If your target audience is Australia, you should register a ‘.com.au’ extension. That’s not to say you should not register “.com” if it is available. In fact, I registered all possible combinations and extensions, to ensure I had full control over the name I intended to trade with, and my domain names. I then redirected them all to my main domain, so that if someone typed in the “.com” version, they automatically landed on the “.com.au” site. It’s a simple step that protects your brand, prevents confusion, and keeps all your traffic in one place.

💡 Cranky Boss tip: Don’t let competitors or copycats grab the domain variations you missed — secure them early and redirect everything to your main site.

🇦🇺 Registration Criteria for .AU Domains

If you’re based in Australia (or targeting an Australian audience), a .au domain builds instant trust.

Here’s how the main namespaces work:

Extension	Who It’s For	Example
.com.au / .net.au	Businesses with an ABN or ACN	yourbusiness.com.au
.org.au	Non-profits & charities	yourcharity.org.au
.asn.au	Sporting clubs & associations	yourclub.asn.au
.id.au	Individuals	yourname.id.au
.au (direct)	Anyone with an Australian connection	yourbusiness.au

Further to these, there are closed named spaces and state and territory namespaces, which are not open to the public. For example, a gov.au namespace is only available to government bodies (federal, local, state etc.)

It’s important to know that you may also bump into further scrutiny when trying to register a .au namespace. For example, trying to register an ‘id.au’ should ideally match your name or a name you are known by. You should be able to provide evidence of this.

Registering a ‘com.au’ or ‘net.au’ must be a name that is associated with your business. For example, if your company is Global Estates and you register ‘thecoffebean.com.au’ – you should ideally be able to provide proof that there is a direct link between your company and this domain name. Your company is selling coffee beans in this instance, so the connection is obvious. 

Furthermore all domains that end in .au are made available to the public, including your details.

There are advantages of owning a .au domain name as it immediately lets the user know that you are in Australia, you are regulated and that you are generally legitimate. Your .au domain name is a sign of trust. Furthermore, if you target an Australian audience having a .au domain is essential to relevant traffic that comes to your website and may also help your google ranking. 

✅ Why a .AU Matters

• Signals you’re legitimate, local, and regulated
• Helps build trust with Australian customers
• May improve local SEO ranking for Australian searches

And yes, your registration details are public. So use your business name, not personal info, wherever possible.

The same thing would generally apply if you are in the United Kingdom, for example, and you registered your domain name ending in .co.uk

If you are not particularly keen about owning a .au domain name you can go and register yourself a .com domain or other popular domains out there.

There’s no harm in owning both .com and .com.au, it’s smart brand protection.

🌎 Other Popular Domain Extensions

If you trade internationally or want broader reach, consider registering:
.com, .net, .org, .info, or .biz

🧰 Where to Register

You can register a domain directly or through your IT provider. Either way, always:

• Check company reviews before purchasing
• Ensure reliable email and DNS support
• Prioritise customer service over price; your domain is not where you cut corners
• Use a secure password that’s easy to recall, hard to crack

Final Words

Your domain name is the foundation of your entire online identity. Get it right, and it becomes one of your strongest brand assets. Get it wrong, and you’ll spend years trying to correct confusion.

Choose wisely, register safely, and keep it consistent across every part of your business.

📅 Updated October 2025

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📚 Related Reading

• Having an Online Presence
• 🔹 You’re here: Selecting and Registering a Domain Name
• Hosting Companies
• Website Builders & Building a Website
• Constructing Your Website Pages
• Online Payment Methods
• Pricing Standards & Advertising Online
• Disputes and Chargebacks
• Types of Online Fraud
• SEO (Search Engine Optimisation)
• Paid Advertising – Google Ads
• Other Selling Platforms

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