What makes a
great domain?

A great domain is easy to remember, has a .COM extension and does not have to be spelled out.

There are many factors that make a domain great, but this guide focuses on the most important ones to keep things simple and actionable.

A great domain is short, easy to remember, and easy to type. Avoid dashes and numbers. Aim for one to three words and keep it under 15 characters (excluding the extension).

A great domain ends in .com, or occasionally in an extension that fits the business—like .org for nonprofits. While there are now over 1,000 new extensions (like .horse or .guitars), we generally recommend avoiding them if you're aiming for wide recognition and credibility.

A great domain doesn’t need to be spelled out. If you have to explain it, you’re already losing people. Just remember: If you spell, it won’t sell.

There are always exceptions, but stick to these basics and you’ll be on the right path to securing a great domain.

Why does having a
great domain matter?

A great domain in the .COM extension provides instant brand recognition and credibility.

A domain like FastDelivery.com immediately feels more credible than something like Fast-Delivery.river.

Investing more to grab a premium .com from the aftermarket delivers instant brand recognition and built-in trust, advantages that often pay for themselves many times over.

Plus, a short, memorable domain can dramatically cut long-term marketing costs. When people remember your name, they’re more likely to return—and to spread the word.

Compared to an average domain, a great domain works harder for you. It draws more clicks, builds trust faster, and is easier to share and promote. An average domain might get the job done, but a great domain builds momentum.

When you're building a brand, your domain is often the first impression. Make it count.

Are great domains
expensive?

A great domain often costs more than a newly registered one—and for good reason.

You can register a brand new .com for around $15/year, so why spend more? The truth is, most of the best domains were registered long ago. What’s left to register today is usually less desirable: longer, harder to remember, or less brandable.

In some cases, the domain you really want may be out of your price range—especially if you’re just getting started. But don’t give up too quickly. Many domain marketplaces offer payment plans, letting you spread out the cost over time. You might not be able to pay $1,200 up front, but $100/month for a year could be doable.

Always aim for the best domain you can reasonably afford. A great name is an asset—and if your business succeeds, it’ll be one of the best investments you made early on.

How do I know if the
price is fair?

Prices aren't always reasonable—don't get ripped off.

Aftermarket domain pricing is highly subjective. While many domains are fairly priced, some are not. Whether a price is “fair” depends on the quality of the domain, the asking price, and how much you want it.

If you’ve found a domain you love and want a second opinion, consider getting a professional human appraisal from a trusted service like EstiBot.com.

EstiBot offers both automated and human appraisals, and is a well-known name in the domain industry. They're U.S.-based and specialize exclusively in domain valuation.

We strongly recommend getting a professional appraisal before making a major domain purchase. It’s a small step that can save you from overpaying.