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Choosing the right domain extension can feel like a small decision, but it’s one that sets the foundation for your website. It plays a role in how your audience perceives your brand and how easily they find you. For example, a visitor will likely determine that a website ending in .edu is more trustworthy than a website ending in .zip.
But with so many domain options available today, how do you choose the right one when creating a website? This comprehensive guide looks at everything small business owners, entrepreneurs and independent creators need to know about domain extensions—how they work, why they matter and how to choose the perfect one for building a business website.
Your domain is more than just a web address; it’s the first impression of your online brand. With Wix, finding the perfect domain name is easy. Wix helps you secure the name for your business, blog, portfolio or any online presence, so you can focus on bringing your project to life. Ready to claim yours?
What is a domain extension?
A domain name is essentially your website’s address on the internet, also known as a URL. It’s what users type in their browser to reach your site (e.g., yourbusiness.com). A good domain name or URL is easy to remember, reflects your brand and hints at what type of services or content users can expect.
Domains are made up of two parts:
Second-Level Domain: This is your business name or unique identifier.
Domain Extension (TLD): The Top-Level Domain or the extension that appears after the dot.
In Wix.com, the .com is the domain extension of the Wix domain name. The most common domain extensions include .com, .net, .org, .co and .us. While the second-level domain identifies your brand, the domain extension shapes your online identity. Choosing the right extension builds trust and signals professionalism.
New to domains? Learn the basics of what is a domain and how to choose a domain name.
Types of domain extensions and uses
Domain extensions come in many varieties, each serving different purposes. Understanding the types of domains and their categories can help you find the best fit for your online goals.
Generic top-level domains (gTLDs)
These are the most common domain extensions that serve general purposes. They include:
.com for businesses or commercial entities.
.org for organizations and nonprofits.
.net historically used for network-related companies but often used more broadly today.
Sponsored top-level domains (sTLDs)
These are restricted extensions sponsored by specific organizations or communities. Examples include:
.gov for government websites.
.edu for educational institutions.
.mil for military organizations.
Country code top-level domains (ccTLDs)
These extensions are specific to particular countries or regions. ccTLDs are ideal for businesses targeting a local audience and want to build trust within a specific geographic area. Some examples are:
New generic top-level domains (new gTLDs)
These are modern extensions created to expand domain options beyond traditional choices. New top-level domains are often industry- or niche-specific, such as:
Learn more: How to start a blog.
Restricted domain extensions
Some domain extensions are open to anyone (e.g., .com), while others you need to meet certain criteria to purchase one of these domain name extensions. Many of them have been paid for (sponsored) by an organization or set aside for certain groups. For example, .gov requires verification that the user represents a government entity.
Why are domain extensions important?
Choosing the right domain extension is more than just a detail—it’s a key part of your brand. It shapes how people perceive your business and can even impact your website’s online visibility. The best domain extension is the one that aligns with your brand, vision and audience’s expectations. Make it count—your domain name and extension are the foundation of building a strong, memorable online presence.
Here’s how domain extensions can impact your brand:
Enhance brand perception
Your domain extension can impact how potential customers perceive your business. A .com domain is often associated with credibility and professionalism, while a more niche-specific extension like .tech or .shop may signal expertise in a particular industry. Consider what message you want to convey to your audience and choose an extension that aligns with your brand's values and image.
Boost visibility on search engines
While the domain extension itself doesn't directly affect SEO, it does play a role in how search engines rank websites. For example, country-specific extensions like .mx or .fr are more likely to rank higher in local search results for users in those areas. Additionally, having a unique or relevant domain extension can help your website stand out in search engine results pages, ultimately driving more website traffic.
Target customers geographically
Country code TLDs (ccTLDs) can help target a specific geographic audience. This is especially important for businesses that operate in one or a few countries and want to establish trust and credibility with local customers. They also convey a sense of pride of place, showing customers that your business is rooted in and dedicated to their region.
Drive creative marketing and engagement
New gTLDs offer a great opportunity for creative branding and marketing strategies. They can make your website memorable, unique and stand out from the crowd. For example, a restaurant may use a .menu extension, or a photographer might opt for a .gallery extension to showcase their work. These extensions are also perfect for promoting loyalty programs, such as a .club for exclusive member benefits, or driving sales with a .sale extension for discounts and offers. These creative uses can serve as calls-to-action in marketing campaigns, driving engagement with potential customers.
Highlight your offering
In some cases, certain domain extensions can immediately reflect the type of business or service you offer. For example, businesses related to technology might use a .tech extension to convey their expertise in that field. A .store extension may make it clear that your business is an e-commerce store. These types of extensions can help potential customers quickly understand what your website has to offer.
Tips for choosing a domain extension
With so many options available, choosing the best domain extension for your business can be overwhelming. When choosing a domain extension, keep the following tips in mind:
Consider your website purpose and audience
Think about your website's purpose and the audience you want to attract. If you're a local business targeting customers in a specific region, a country code TLD (ccTLD) could be ideal. For businesses with a global audience, a more general extension like .com or .net may be a better fit.
Research competition and trends
Take a look at what domain extensions your competitors are using and research current industry trends. This can help you choose an extension that sets you apart from the competition while also staying relevant in your industry.
Explore all options
Don't be afraid to think outside the box and explore all available options. While .com may be one of the most popular domain extensions, there are many other creative extensions that can add value to your brand and website. Consider using a domain checker tool to see which extensions have available names that align with your business's brand and vision.
Check pricing and renewal fees
Some domain extensions cost more to register or renew. Older extensions, like .com, tend to be more affordable, but available names may be limited. Pricing depends on factors like popularity, typical buyers and how new the extension is. For example, .io, .ai and .tech are popular with tech companies and often come with a higher price tag. Consider these costs when choosing your domain extension to find one that fits your goals and budget.
Keep it simple and memorable
Choose a domain name and extension that’s simple to remember and easy to type. Avoid long or complex extensions that might make it harder for people to find your website. Make sure it’s easy to say, too—your domain should be something anyone can share effortlessly in a conversation.
Be wary of trademark infringement
It's essential to avoid using domain extensions that can infringe on trademarks or copyrights. It not only puts your business at risk but can also damage your brand's reputation. Before registering a domain name with a specific extension, research if that extension is associated with any existing trademarks or brands.
Register multiple extensions for brand protection
To safeguard your brand and prevent others from using similar domain names, consider registering multiple extensions that represent your business. This can help prevent confusion among customers and protect your brand's online presence.
Learn more: How to register a domain name.
How much does a domain extension cost?
The domain name cost varies depending on the type of extension and where you are registering it. Prices can range from a few dollars to hundreds of dollars per year for registration and renewal fees. Highly sought-after domain names that are short, memorable, or use popular keywords can significantly drive up prices.
Additionally, some registrars may offer discounts or promotions for certain extensions. It's important to research different registrar options and compare prices before making a decision. Keep in mind that there may also be additional fees for domain privacy protection, email hosting, or other add-on services.
Domain extensions FAQ
How many domain extensions are there?
There are currently over 1,500 domain extensions available, with new ones being added regularly. Some popular options include .com, .net, .org and country code TLDs like .uk or .ca. There are also many niche-specific extensions like .photography, .pizza, or .yoga. You can see the entire list on the Internet Assigned Numbers Authority (IANA) website.