Choosing the right domain name for your business is one of the most important decisions you’ll make when building your brand. It’s your digital storefront, the first impression people have when they discover your business. As a CEO coach, I recently went through this process for my new business, and I wanted to share the steps I took, how I used data to make the right choice, and the lessons I learned along the way.
If you’re looking to rebrand, launch a new venture, or simply improve your online presence, this guide will help you make an informed decision about your domain name.
Why I Needed a New Domain Name
Originally, I chose a domain that I thought was cool and reflected my personal interests: surflab.com. At the time, I liked it because it spoke to my passion for surfing. However, as I started focusing more on my CEO coaching business, I quickly realized that the domain didn’t make sense. How is "surflab" related to helping CEOs grow their businesses and plan successful exits? It wasn’t clear, and it didn’t communicate the right message to my audience.
That’s when I knew I needed a domain that immediately conveyed what my business was about—something that spoke directly to CEOs and founders, the people I work with every day at Apex CEO.
Finding the Perfect Domain: Testing and Data-Driven Decisions
I started by brainstorming a list of potential domain names. I purchased a few on GoDaddy, but I wasn’t sure which one would resonate best with my audience. This is where many business owners get stuck—choosing a domain based on personal preference without considering how their target market might react.
I set up the survey to gather 75 responses. The goal was to test for two things: which domain names people liked the most and which ones they associated with negative or confusing connotations. The psychological aspect of domain names is crucial—if a potential client sees something that feels off or confusing, they might leave your site without engaging further.
I rotated the domain name options in the survey to ensure fair results and gathered data on both positive and negative reactions. This gave me a clear picture of what would work and what wouldn’t.
The Results: Data-Driven Clarity
After running the survey, I compiled the data. One domain stood out as the clear winner, with high positive responses and very few negative associations. This process gave me confidence that I was making the right choice for my brand and my audience.
Next, I began working on the website design, using HubSpot as the hosting platform for its functionality and ability to scale. The new website is still in the works, but I’m excited about the direction it’s headed in.
The Power of Data-Driven Decisions
For CEOs and business leaders, choosing a domain name can feel daunting, but with the right tools and a data-driven approach, you can make the decision easier. Remember, the best domain is short, easy to read, and instantly communicates what your business does.
Conclusion: Get It Right from the Start
Choosing a domain name is one of the first big steps in building your brand, but it doesn’t have to be overwhelming. By using surveys, gathering real feedback, and focusing on clarity, you can ensure your business has the right online foundation.
If you're struggling with choosing a domain or need help optimizing your business strategy, I’d love to help. Let’s talk about how you can set your business up for success in 2024.