Avoid These Mistakes: Picking Your Brooklyn Business Domain

Business concept.Text Domain Name writing on notepaper.

Hi again!

In 2023, setting up a successful business in Brooklyn extends far beyond choosing the perfect brick-and-mortar location. 

One of the foundational aspects of establishing a robust online presence is choosing the right domain name. 

This task requires careful thought and strategic decision-making. 

Your domain name is more than a digital address; it’s a significant part of your branding and marketing strategy. 

It’s the first point of contact potential customers have with your business online, and it should convey your company’s identity while resonating with your target Brooklyn audience.

Unfortunately, many businesses fall into common traps when choosing their domain name, leading to confusion, lost traffic, and even legal trouble. 

Choosing a domain name can go wrong if the name is too complicated, doesn’t consider local SEO, uses confusing words, violates copyright or trademarks, or ignores the importance of the domain extension. These mistakes can cause problems.

This guide aims to help you navigate these potential pitfalls, ensuring that your domain name is a solid cornerstone for your online presence.

This post will help you understand a domain name and its critical role in your business’s online success. 

We’ll delve into the common mistakes to avoid when choosing your domain name, key factors to consider, helpful tools for selection and registration, and insightful case studies. 

This guide will help you choose a domain name that avoids errors, stands out in Brooklyn, and sets you up for online success.

Here we go!

Mistake 1: Overcomplicating the domain name

jumble of foamed rubber letters

When it comes to selecting a domain name, simplicity is critical. 

Yet, many businesses must correct a common mistake: overcomplicating their domain name. 

Overcomplicated domain names are often long, contain complex or technical words, or use unique spelling that makes them hard to remember or type correctly. 

Your website needs to be easily accessible to potential customers. 

Assistance in locating your website may be necessary.

In the digital space, any barrier to access can result in significant traffic loss.

For example, let’s consider a Brooklyn-based pizzeria.

A domain name like “BestArtisanalStoneBakedPizzasInBrooklyn.com” is overly complicated. 

It needs to be shorter, easier to remember, and typing it correctly could challenge potential visitors. 

On the other hand, something more straightforward, like “BrooklynStonePizza.com,” conveys the same idea but is much easier to remember and type.

According to a study by Gaebler, domain names containing 20 characters or more are 27% less likely to result in a web visit than those with less. 

This statistic highlights the potential issues of an overcomplicated domain. 

Internet users’ behavior tends to favor simplicity and convenience, so an overly complex domain name can directly impact your site’s visitation.

In conclusion, strive for simplicity when choosing a domain name for your Brooklyn business. 

Your domain name should be as easy to spell, remember, and short as possible while accurately representing your business. 

Avoid the temptation to include too much detail. 

Instead, focus on creating a concise, memorable domain that will be easy for your potential customers to find and visit.

Mistake 2: Ignoring local SEO implications

Sign at a local farmer's market - small business

In the digital age, Search Engine Optimization (SEO) plays a crucial role in determining the visibility and success of your online presence. 

When choosing a domain name for your Brooklyn business, paying attention to the local SEO implications is essential. 

Failing to incorporate elements relevant to your location and industry could mean missing out on valuable local search traffic.

Consider the example of a fitness studio located in Brooklyn. 

Using a generic domain like “CityFitnessStudio.com” could mean competing for visibility with similarly named businesses across the globe. 

However, a more geographically specific domain like “BrooklynFitnessStudio.com” not only communicates the business’s location but can also improve its ranking in local search results.

Google has long emphasized the importance of local SEO. According to a study by Safaridigital, “46% of all Google searches are looking for local information.” 

This demonstrates the importance of local SEO in driving traffic and highlights the potential loss of visibility if local SEO is not considered when selecting a domain name.

To sum up, incorporating local SEO into your domain name selection is not just beneficial—it’s crucial. Your domain name should include relevant geographical keywords to help your website rank higher in local search results. 

Doing so will make you more likely to reach your target audience in Brooklyn and stand out amongst the competition. 

Remember, your domain name isn’t just an address—it’s a powerful tool for optimizing your business’s online visibility.

Mistake 3: Using hard-to-spell or confusing words

Confused man with eyes closed trying to figure out song name playing in wireless headphones

Selecting a domain name for your Brooklyn business is an important task that can significantly impact your online visibility and brand identity. 

One common mistake is the use of hard-to-spell or confusing words. 

The challenge with such words is twofold: They can lead to misspellings and lost traffic and must be clarified in word-of-mouth sharing.

For instance, a hypothetical Brooklyn coffee shop uses the domain “EspressoConnoisseurBK.com.” 

While the name may seem unique and descriptive, it could be problematic due to its complexity and length. 

Misinterpretations or misspellings, such as

ExpressoConnoisseurBK.com” or “EspressoConnoiseurBK.com” could quickly occur. 

On the other hand, a more straightforward domain like “BKcoffeeshop.com” eliminates the possibility of such errors, making it easier for users to find and share your site.

According to a PR Newswire report, 76% of consumers searched for local businesses online. 

When your domain name is hard to spell or confusing, potential customers may need help finding your site, losing traffic and business opportunities.

To conclude, simplicity and clarity should be prioritized when choosing a domain name for your Brooklyn business. 

Your domain name is your first impression online; it should be easy to spell, straightforward to remember and reflect your business. 

Avoiding hard-to-spell or confusing words will help ensure your audience can easily find and share your site, maximizing your online visibility and potential for success.

Mistake 4: Infringing on copyrights or trademarks

White paper speech bubble with inscription trademark

When selecting a domain name for your Brooklyn business, ensuring it doesn’t infringe on existing copyrights or trademarks is essential. 

Failing to do so can have profound legal implications and damage your business’s reputation. 

A trademark or copyright infringement can lead to an expensive lawsuit or a forced change of your domain name after it has already been established and marketed, which could be disastrous for your online presence.

For instance, let’s say you’re opening a new pizza place in Brooklyn and decide to call it “BrooklynDominos.com.” 

This could lead to a trademark infringement lawsuit from Domino’s Pizza, a well-established global pizza chain. 

Similarly, if a new bookstore chose “BrooklynBarnesandNoble.com,” it would likely face similar legal issues with the famous book retailer Barnes & Noble. 

Both scenarios could lead to significant financial loss and reputational damage and require a burdensome rebranding process.

According to a statistic from the website Giga Law, in 2023, there was an 18% increase in the number of disputes filed by trademark owners suspecting their trademarks had been abused in website domain names. 

This underscores the increasing vigilance of businesses in protecting their brand identities online.

To avoid such predicaments, conducting thorough research on your desired domain name before committing to it is advisable. 

There are many resources online, such as the United States Patent and Trademark Office (USPTO) ‘s database, to ensure the name you’re considering still needs to be trademarked. 

Doing this safeguards your business against possible legal implications and ensures your domain name truly represents your unique brand.

Mistake 5: Neglecting the domain extension

Choosing a domain extension, or top-level domain (TLD), is crucial in selecting a domain name for your Brooklyn business. 

Often neglected, the domain extension plays an important role in your website’s identity, credibility, and, in some cases, its SEO. 

Failing to consider your domain extension carefully can inadvertently misrepresent your business or even harm its online visibility.

For instance, if your Brooklyn business offers professional services, you should opt for a ‘.pro’ domain. 

Suppose your Brooklyn-based IT consulting firm has a domain like ‘brooklynitconsult.pro‘. 

It communicates a level of professionalism and specificity that ‘brooklynitconsult.com’ may not. 

Similarly, a nonprofit operating in Brooklyn may benefit from a ‘.org‘ extension to align with sector norms and audience expectations. 

Choosing ‘brooklynaid.com’ instead of ‘brooklynaid.org’ may be less effective for the nonprofit organization “Brooklyn Aid.” 

Their target audience expects nonprofits to have a ‘.org’ domain extension.

According to this graph by Domainwheel.com, the .com extension was the most used in 2023 but, as you can see, other name extensions form a good chunk of overall website on the net:

This demonstrates that businesses do see the value in choosing alternative TLDs.

When choosing a domain extension, it’s important to consider your business type, audience, and location. 

Websites like ICANN can be used to check the availability of various TLDs. 

Thoughtfully selecting your domain extension can enhance your business’s online identity and improve its search engine visibility.

Factors to Consider When Choosing a Domain Name for Your Brooklyn Business

Remember - notepad and pen

1- Incorporating local terms or identifiers

Incorporating local terms or identifiers in your domain name can make your Brooklyn business more relatable and easy to find for local customers. 

For instance, if you run a bookstore in DUMBO, you might opt for a domain like “brooklynbooks.us,” which instantly indicates your location and what you offer. 

Another great example is “brooklynbridgepark.org” for a local park near the Brooklyn Bridge. 

These domain names pinpoint the business location and provide immediate clarity about what products or services customers can expect, making it easier for local clientele to remember and search for them online. 

2- Aligning with your brand and industry

Aligning your domain name with your brand and industry is crucial to establishing a strong online presence and enhancing your business’s credibility. 

For example, a Brooklyn-based bakery called “Brooklyn Bites” might choose “BrooklynBitesBakery.com” for its domain name, aligning with its brand and industry. 

Similarly, a local clothing brand named “Brooklyn Threads” might opt for “BrooklynThreadsFashion.com,” another domain name that leaves no doubt about what the business represents. 

These hypothetical domain names illustrate the concept; always ensure your desired domain name is available and appropriate for your business. 

An apt, industry-aligned domain name forms a crucial component of this professionalism1.

3- Ensuring easy memorability and readability

Easy memorability and readability are vital factors in choosing a domain name for your Brooklyn business. 

Having a domain name that’s simple and memorable can lead to more repeat visits to your site, as visitors are more likely to remember your website name. 

For instance, if there is a popular Brooklyn-based coffee shop named “Joe’s Java,” a suitable domain could be “JoesJavaBK.com.” 

Similarly, if a home decor store in Brooklyn is named “Cozy Corners,” the domain name “CozyCornersBK.com” conveys simplicity and readability. 

Again, these domain names are hypothetical for illustrative purposes, and you should always verify the availability of your desired domain name. 

4- Verifying domain name availability and legality

Verifying domain name availability and legality is vital in choosing a domain for your Brooklyn business. 

After identifying a potential domain name, the first step is to confirm its availability. 

Websites such as GoDaddy and Namecheap allow you to search for your desired domain name and see if it’s currently taken. 

Secondly, ensuring the domain name does not infringe on trademarks is important. 

For example, if you run a bookstore in Brooklyn, using a domain like “BrooklynAmazonBooks.com” would likely lead to legal trouble as “Amazon” is a trademarked name. 

A better alternative would be “BrooklynBookBazaar.com,” provided it is available. 

The United States Patent and Trademark Office’s (USPTO) database can be used to check for potential trademark infringements.

Tools to Help Choose and Register a Domain Name

Helpful tips

Domain name generators are beneficial when brainstorming the perfect domain name for your Brooklyn business. 

These online tools take your input—usually keywords related to your business—and generate various domain name options. 

For instance, tools like NameMesh and Lean Domain Search can assist you in finding a domain name that aligns with your business and is also available to purchase. 

NameMesh combines your keywords with common terms, trends and adds various domain extensions to give you a broad range of choices. 

Lean Domain Search, on the other hand, matches your keyword with other words to generate a list of available domain names.

Once you’ve chosen your domain name, you must register it through a domain registrar and find a hosting service. 

A domain registrar is a company that manages the reservation of internet domain names. 

GoDaddy and Namecheap are examples of domain registrars.

Web hosting services provide the technologies and services needed to view your website online. 

Many domain registrars also offer hosting services, making it convenient to have your domain registration and hosting in one place. 

Other popular hosting services include Bluehost and HostGator.

To go back to our Ultimate Guide: Creating a Brooklyn Business Website, click here.

That is for this one! If any questions reach out to us here

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