How to name your startup, and check the domain before you fall for it
George · 3 min read
The short answer: pick a name that is easy to say, easy to spell after hearing it once, and not already used by someone in your space. Before you design a logo or tell anyone, check the domain, a quick search for the name, and the social handles. A short name on .dev or .app often beats a long one on .com.
Naming is one of the few decisions that is cheap to get right early and expensive to change later. Rename after launch and you lose links, search results and the people who remembered the old name. A few minutes of checking up front saves all of that.
What makes a name work
- It survives being said out loud. Someone hears it in a podcast or from a friend. Can they type it without asking how it is spelled?
- It is short enough to remember. Two syllables to four is a comfortable range. Long names get shortened by people anyway.
- It does not lock you into one feature. A name that describes exactly what you built today can feel wrong after your first pivot.
- It is not confusing next to a competitor. If people could mix you up with an established product, you inherit their search results and possibly a legal problem.
Descriptive names are easier to understand. Made-up names are easier to own. Both can work; just know which one you picked.
Check the domain first
The name and the domain are really one decision. It is easy to fall for a name, design a logo, and then find the domain belongs to someone else.
People usually try the .com first when they have only heard your name. If someone else owns it, some of your visitors will end up there. That is not always fatal, but it is worth knowing before you commit.
You can check a name across common endings at once with the free startup name and domain checker. It asks each registry directly whether the .com, .dev, .app, .io, .ai, .co and a few others are taken, and shows the year a taken one was registered.
Two things to keep in mind:
- Free is not reserved. Anyone can register a free domain before you do. If you find a good one, register it soon.
- Some names cost more. Registries sell some short or popular names at a premium price even when they show as available. Your registrar shows the real price.
Check the rest before you commit
- Search for the name together with words from your field. Is another product already using it?
- Look at the handles on the networks where your users are, such as X, Instagram or GitHub.
- Check app stores if you are building an app. A name already used there will confuse people.
- Think about trademarks. A free domain does not mean nobody owns the name. If you are unsure, a quick search of your country's trademark register is a good start.
When the .com is taken
You have more options than adding random letters:
- Add a short word that still reads as your name: get, try, use, hq or app. Many well-known products started this way.
- Use a different ending. For developer tools, .dev reads naturally. For apps, .app does too.
- Pick another name. If the .com belongs to an active product in your space, that is a sign to keep looking rather than to compete for the same searches.
The short version
- Choose a name that is easy to say, spell and remember.
- Check the domain before you design anything.
- Search for the name, the handles and the app stores too.
- A free domain is not yours until you register it.
- When the .com is gone, a short word or a different ending often works well.