Your domain name is the foundation of your online presence. It’s how people find you, remember you, and share your work with others. After helping dozens of creators launch their personal websites, I’ve seen how the right domain name opens doors while a poor choice creates unnecessary obstacles.
Here’s what actually matters when choosing a domain name for your personal brand.
1. Keep It Short and Memorable
Short domain names are easier to remember, type, and share. Aim for 6-14 characters when possible. Compare “johnsmithcreative.com” (20 characters) to “jsmith.com” (6 characters). The shorter version is instantly more memorable and less prone to typos.
If your full name is already taken, consider using initials, a middle name, or your nickname instead of adding unnecessary words.
2. Avoid Hyphens and Numbers
Domains with hyphens create confusion. When you tell someone your website verbally, you have to specify “john hyphen smith dot com.” Numbers cause similar problems—is it “john2design.com” or “johntwodesign.com”?
These elements make your domain harder to remember and increase the chance people will land on a competitor’s site when trying to find you.
3. Skip Double Letters When Possible
Double letters increase typo risk. A domain like “jefffreelance.com” invites mistakes—is it one ‘f’ or two? While you can’t always avoid this (especially if it’s in your name), be aware that domains like “sarahhall.com” will experience more misspellings than “sarahall.com” or alternatives.
4. Make It Easy to Pronounce and Spell
If you can’t easily explain your domain over the phone or in a conversation, it’s too complicated. Your domain should pass the “radio test”—could someone hear it once and type it correctly?
Avoid creative spellings like “kreative” or “photographee.” While they might seem unique, they force people to guess the correct spelling every time.
5. Incorporate Keywords Strategically
While your personal name should usually be the priority, strategic keyword use can help. A photographer named Sarah Chen might choose “sarachen.com” for maximum flexibility or “sarachenphoto.com” to immediately communicate her focus.
However, don’t sacrifice memorability for SEO. “bestfreelancedesignergraphics.com” won’t rank better than a clean personal brand name with quality content.
6. Think Long-Term and Stay Flexible
Your domain should accommodate future growth. “johndoewebdesign.com” boxes you in if you later expand into app development or brand strategy. Choose something that can evolve with your career.
Unless you’re certain about your niche for the next decade, favor broader personal branding over ultra-specific domains.
7. Prioritize Branding Over Generic Terms
A personal website benefits more from a unique, memorable brand than generic terms. “creativeportfolio247.com” is forgettable. Your actual name creates authenticity and personal connection—the core advantages of a personal site over a company website.
Even if your name is common, “michaeljohnson.com” with great content beats “freelanceconsultant.com” for building genuine relationships with your audience.
8. Research Before You Commit
Before purchasing, Google your potential domain name. Check if it’s associated with anything controversial, was previously used for spam, or creates unintended meanings. Tools like the Wayback Machine (archive.org) show previous versions of a domain.
Also search the exact name on social media platforms to see what appears. You want to ensure you’re starting with a clean slate.
9. Check Domain History Carefully
A domain’s past affects its future. If you’re buying an expired domain, investigate its history. Previous spam activity, penalties, or inappropriate content can haunt your new website in search rankings.
Use tools like Whois History or checking the domain in Google Search Console to understand what you’re inheriting. A brand new domain is often safer than a “premium” expired one with baggage.
10. Secure Multiple Domain Extensions
Once you’ve chosen your name, register multiple extensions (.com, .net, .io, etc.) to protect your brand. This prevents competitors or cybersquatters from registering variations and confusing your audience.
The .com extension remains most recognized and trusted for professional websites. If your preferred .com is taken, thoroughly evaluate whether an alternative extension (.net, .co, .io) makes sense before committing.
11. Act Quickly on Good Domains
Domain names are registered every second. When you find the right one, purchase it immediately. Delaying even a few hours can mean losing it—either to genuine buyers or to domain squatters who noticed you searching for it.
Most registrars offer 30-day return policies if you change your mind, but you can’t retrieve a domain someone else registered.
12. Check Social Media Handle Availability
Your domain name should match your social media handles when possible. Before finalizing your domain, verify the username is available on Instagram, Twitter/X, LinkedIn, YouTube, and other platforms relevant to your field.
Tools like Namecheckr or Knowem let you search username availability across multiple platforms simultaneously. Consistent naming across all channels strengthens your personal brand significantly.
13. Verify Trademark Status
Search trademark databases (like USPTO.gov in the United States) to ensure your chosen domain doesn’t infringe on existing trademarks. Using a trademarked name could result in legal action requiring you to surrender the domain, along with potential financial penalties.
This is especially important if your domain includes business or product names, not just personal names.
14. Evaluate Domain Registrars Carefully
Choose reputable registrars with transparent pricing and solid customer support. Popular options include Namecheap, Google Domains (now Squarespace Domains), and Cloudflare Registrar.
Pay attention to renewal prices—some registrars offer cheap first-year rates but significantly higher renewal costs. Also check if they include free features like WHOIS privacy protection, which keeps your personal contact information private.
15. Use Domain Generators for Inspiration (But Choose Wisely)
If your ideal domain is taken, generators like Namelix, Lean Domain Search, or Panabee can suggest alternatives by combining your keywords with other terms or extensions.
However, treat these as inspiration, not final answers. Run any generated suggestion through all the tips above—many generator results violate the principles of simplicity, memorability, and pronounceability.
Final Thoughts
Your domain name serves as your digital address for years to come. The best domain names feel inevitable—they’re so aligned with your personal brand that they seem like the only logical choice.
Take time to consider your options, but don’t overthink it into paralysis. A good domain name combined with valuable content will always outperform a “perfect” domain name with mediocre content. Your work ultimately matters more than your URL.
Start by listing 5-10 options that include your name or professional identity. Run them through these 15 criteria, check availability across platforms, and make your decision. Then focus your energy on creating content worth visiting, regardless of the URL.
Looking for domain advice for your business instead? Check our guide on How to Choose a Domain Name for Your Business: Complete Guide