How do you buy a domain name? A guide

Having your own website as a ‘digital business card’ or point of contact for customers is almost indispensable in today’s connected world. Social media channels also offer an excellent platform for presenting yourself online but are automatically tied to the respective third-party providers and their specifications. Your own website gives you much more freedom in terms of design. However, for users to find and visit your web project, you definitely need a catchy web address, also known as a domain, that fits your service, your style, your company, or your products.

How do you buy a domain or how do you register and purchase a domain if the domain ending you have your eye on is currently not available? These and more questions on the topic of buying a domain are explained step by step below, using IONOS as our example.

The allocation of all available domain endings has been the responsibility of ICANN (Internet Corporation for Assigned Names and Numbers) since 1998. The organisation manages all established and new top-level domains and sells the allocation rights to registries, which in turn work together with domain registrars (also known as domain providers). So, if you want to get a suitable address for your website, the first step is to choose a suitable registrar. Here you should not only pay attention to the costs, but also make sure that the desired top-level domain is available.

In addition, it is important that you choose a serious provider. Otherwise, you run the risk of the purchased domain not being registered correctly or not being available at all. In our big domain provider comparison, we took a closer look at the best domain startup sites like IONOS and united-domains for you.

As mentioned, the name plays an important role in the success of your web presence. A catchy and suitable combination of the domain extension (top-level domain) and domain name (second-level domain) is important so that visitors access your site not only by clicking on links, but also through search engine results. Google also takes the domain name into account when evaluating the site’s ranking for search results, which is why a suitable name can help you to achieve a better ranking.

As far as second-level domains are concerned, you basically have free rein in terms of design options. Names with up to 63 characters made up of letters and numbers as well as hyphens can be used. The big challenge is to match the name with the desired top-level domain. The most popular domain extensions are often already taken or reserved in all kinds of variations. For more information and assistance when it comes to finding a suitable domain name, our detailed guide on top tips for registering your domain should be helpful.

Keep the already selected option “Domain only” checked if you are not interested in another IONOS product.

According to an ICANN regulation, domain providers are obliged to check the contact data of domain buyers for authenticity as of the 1^st of September 2014. This applies to both the new and the classic, generic top-level domains. Therefore, following the purchase of a new web address, providers will send an email to the contact address you provided during registration.

The key part of this email is a verification link, which you can use to confirm your ownership within 15 days. Usually, the provider sends a reminder email after one week if you have not verified yourself by then. If the 15-day period is exceeded, the provider will deactivate the domain. By providing new contact information, the verification process can be re-initiated at a later stage. However, ICANN reserves the right to release web addresses again if confirmation is not received for a longer period.

If your desired domain is already taken, you generally don’t have the option to buy it from the provider – even if the address isn’t being actively used. However, you can try to locate the domain owner (via a WHOIS query in the corresponding registry database) to make an offer to buy the domain. For information on the entire process, from locating to purchasing to the final transfer of the domain, see our article 'Domain already registered? Here’s what to do'.

Your web address should be considered the flagship of your website or online shop. So, when looking for a good combination of top- and second-level domain, it’s best to leave yourself enough time to find a satisfactory solution. Below, we’ve summarised some tips that will help you to make this process as successful as possible.

• Analyse the market: Find out which top-level domains are particularly in demand in your industry and combine them with a meaningful name that suits you and – if possible – includes important keywords.
• Consider trademark rights: Make sure that your desired domain does not violate any trademark rights and does not contain any protected terms. Also avoid obvious similarity to registered trademarks.
• Avoid long domain names: Visitors should remember your web address – whether they’ve heard of it or have been to the site before. Therefore, look for a catchy name that is as short as possible.
• Keep numbers and hyphens to a minimum: There are many options for domain name design. However, you should keep numbers and hyphens to a minimum.
• Include typo domains: Misspelled words or other typos will ensure that the targeted website cannot be accessed. If you register domain names with common errors as well and redirect the domains to your website, you counteract this problem.
• Solicit feedback: Discuss your ideas for appropriate TLDs and domain names with other people. These people don’t necessarily have to be colleagues and experts, but also friends, acquaintances, and family members who can provide important input as potential target group(s).