- Einat Shafir-Haviv
- Apr 28
- 6 min read
Get started by: Creating a website → | Getting a domain →
Most people choose a domain name thinking it’s a one-and-done deal—but I’ve seen many outgrow their domain names or run into issues they didn’t see coming.
And while changing your domain might feel like a hassle, addressing potential issues early on is way less painful than fixing things later down the line. So, in this blog, I’ll help you decide when it’s time to finally face the music and make a change.
Here are the top reasons why you might want to consider switching your domain name, based on my experience.
01. Your customers can’t spell or remember your domain name
The logic here is simple. If your customers struggle to spell or recall your domain, then they’re less likely to end up on your site.
One way to see if you’re experiencing this issue is by looking at search trends. Do you see people frequently misspelling your domain on Google or on social media?
Alternatively, ask your customers for direct feedback or look at referral traffic for an idea of how many people are finding your site organically. Adam Garcia, founder of TheStockDork.com, once told us, “Last year alone, our domain name helped drive over 100,000 organic visits, since people actually remember and type it directly, rather than having to search for us on Google.”
As Adam points out, your domain is a marketing asset. Make sure it’s serving you well.
Tips for fixing this issue:
Keep your domain name short, and snip out words like “the” if they’re nonessential. According to Wix data, the average domain length is 20 characters, including the “.com”/TLD.
Use common words as opposed to jargon or complicated phrases.
Avoid numbers and hyphens if you can help it (they’re easy to forget or mix up).
When posting about your site online, use title capitalization to make the URL more readable (for example, “BestCoffeeShop.com” versus “bestcoffeeshop.com”).
If your domain is the same name as your business but is hard for people to remember, try a shorter abbreviation (just like how American Eagle Outfitters use ae.com).
02. You have a domain extension that’s hurting credibility
These days, there are a number of different top-level domains (TLDs) you can choose from. There’s .ai, .shop—even .xyz.
But while some TLDs, like .shop, can act as helpful descriptors, others might look awkward or unprofessional to your customers. From my experience, .com and .net remain the most universally accepted TLDs. That said, if you’re creating a website for a nonprofit or other organization, .org extensions are great too.
At the end of the day, it comes down to your core audience and how they perceive a specific TLD. If you use an uncommon TLD and see lower-than-average click-through rates (CTR) on your online ads or posts, this might indicate that people don’t quite trust your domain. Or, if you notice that you’re the only one in your industry using a specific TLD, you might want to consider switching to a more familiar extension.
View more domain name trends or the best .com alternatives (according to business owners).
Tips for fixing this issue:
A/B test other TLDs by running the same campaigns with a different domain. Do you see any changes in user engagement?
If possible, buy your domain with multiple extensions (e.g., einat.com and einat.net) to connect them all to your site and protect your brand.
03. Your domain doesn’t reflect your brand
When you’re starting a business and trying to register a domain for the first time, you might end up throwing in an extra word or punctuation mark to get a domain that matches your brand the closest.
For example, before Dropbox landed dropbox.com, it used getdropbox.com to avoid paying a load of money for the cleaner, more direct URL. However as the company grew, it found that more and more people were searching dropbox.com (without the “get”)—and they were thereby losing valuable web traffic. Finally, in October 2009, TechCrunch reported, “Dropbox Acquires The Domain Everyone Thought It Had.”
In the same vein, if you find yourself stuck with a second-best domain, ask yourself if it’s time to make a change.
Tips for fixing this issue:
While .com remains king, using another widely accepted TLD like .io, .co or .net could help you secure an exact-match domain name if the .com version is taken.
Consider using a country-code TLD as another alternative to .com.
Sometimes, premium domains are worth their price. As Cyrus Partow, CEO of ShipTheDeal.com notes, “I found that investing $250 a year in ShipTheDeal.com was worth every penny since it perfectly matches our brand…After trying cheaper alternatives with hyphens and longer names that confused customers, I realized a clean, memorable domain actually saves money in marketing and builds more trust with shoppers.”
04. You site isn’t ranking well in search engines
In some cases, your domain name can actively work against your SEO goals. For instance, if your domain includes irrelevant or outdated keywords that no longer reflect your offerings, search engines may misinterpret what your site is about. This can, in turn, lead to lower rankings and less qualified traffic.
In another instance, a domain might carry a history of spammy behavior or SEO penalties from a previous owner. This type of history can be difficult to fully recover from and may continue to suppress your visibility in search results.
Even beyond technical SEO, a confusing or untrustworthy-looking domain can negatively impact your CTR, which search engines pay attention to. Switching to a cleaner, more relevant and brandable domain can help reset your SEO standing and bring in more qualified traffic.
Tips for fixing this issue:
Audit your domain history using Whois Lookup (to check for frequent ownership changes that could have left behind a negative footprint) and Google Search Console (to see if any penalties have been applied).
Evaluate your current domain rankings and keyword relevance using a tool like Semrush.
Consider switching to a fresh, brandable domain. Make sure to set up 301 redirects, update all internal links and follow other best practices for changing a domain name.
05. You domain is too similar to another brand’s
If your domain resembles a competitor’s or an existing brand’s too closely, you risk confusing visitors and facing legal issues.
As an example, let’s say you’re launching a wellness brand with the URL GlowNaturals.com--only to find out there’s a massively popular skincare company called Glow Natural. It’s likely that consumers will mistype your URL, assuming you’re affiliated with Glow Natural. Search engines might similarly struggle to differentiate your brand.
Worse, you could end up with a trademark dispute on your hands. Even if things don’t escalate legally, the brand confusion could hurt your credibility and make it nearly impossible to build a strong identity.
If people constantly ask, “Wait, are you the same as…?,” that’s a pretty clear sign that it’s time for a more distinct domain name.
Tips for fixing this issue:
Before making any changes, test your current domain with real people. Ask friends, colleagues or potential customers what they think of your name and if it reminds them of anything else.
If you’re set on changing your name, use tools like Wix’s free domain name generator for inspiration.
Do a thorough trademark search on your new name. Search national and international trademark databases to ensure you're not encroaching on someone else's brand.
Claim matching social media handles and domains—staying consistent across platforms reinforces your brand and prevents confusion.
06. You’re rebranding or expanding
If your business has outgrown its original name or focus, it’s time for your domain to catch up.
Maybe you started as a local business, and now you’re expanding to a global audience. Or, perhaps you’re heading in the same direction as Dunkin’, which dropped the “Donuts” from its original name (Dunkin’ Donuts) to reflect its expanding product line and its dreams of being known as a beverage company.
Your domain should ultimately appeal to the right audiences and reflect where your brand’s headed.
Tips for fixing this issue:
Choose a domain that reflects your future, not just your past (read my tips for future-proofing your domain). Try it out in conversation and consider a soft launch, where you slowly introduce your new domain to your customers or select focus groups.
Announce the change clearly. Let your audience know what’s changing and why.
When rebranding your website, update your email addresses, social profiles, marketing materials and anywhere else that uses your old domain.
When moving to a new name, register (and redirect from) common misspellings and other extensions (like .net, .co or .io) to avoid confusion and keep copycats at bay. Also, consider keeping your current domain if it closely matches your new one. This can help you avoid losing SEO equity and traffic from loyal visitors who may still type in your original URL.
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