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July 12, 2023By Sevak Mardirosian10 min read

Decoding Domain Psychology: Finding the Perfect Domain Name

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Choosing a domain name is an essential part of your branding. If you align your business name and domain, you are one step closer to a successful online presence. The domain name is like your address in a congested city where everyone is calling for customers' attention. 

A lot goes into choosing an appealing domain name. But have you ever thought about the psychological aspect of the process? Whether you are choosing a domain for your website or investment, understanding buyer or web visitor domain perception will give you an edge over competitors. 

This blog post will take you through domain psychology and how to choose a domain name. 

Psychology and Domains 

Domain names influence user perception and behavior. Apart from that, the size of your domain name can also impact consumers' responses to your URLs. 

Let's explore some theories that can guide you when choosing a domain name. 

Persuasion Theory 

You have heard about persuading your prospects. But what if we take a different direction and consider how your domain can persuade or turn off customers? 

Persuasion theory employs the information you know about your target clients to develop marketing techniques that align with their preferences. A website is an essential element of marketing—and you can't have a website without a domain name. 

The first aspect of domain name psychology is the persuasion of words. You can ask the following questions to know whether your choice of a domain name persuades and prompts action: 

  • Does the domain name evoke positive emotions? 
  • Does the domain name create a sense of trust and credibility? 
  • Is the domain name intuitive and aligned with user expectations? 
  • Does the domain name incorporate relevant keywords or terms that resonate with the target audience?

Although it is not a must for the domain name to tick all the boxes, it should resonate with at least one. But how can you ensure the words you choose for the domain appeal to your target audience? 

If you can understand your potential clients' subconscious mind, where most decisions are made, you are one step in the right direction. This can include identifying common words that prospects use, how they respond to the size of a URL, or the impact of a domain name on click-through rate. 

How to Leverage Persuasion Theory to Select a Domain Name 

According to the persuasion theory, there are 4 factors you should consider to appeal to the message receiver, in this case, the website visitor. 

  • You should design your domain name to capture your audience's attention and interests. 
  • Because of selective exposure, your domain name should align with prospects' ideas and opinions. 
  • Your audience can voluntarily misunderstand your domain name because of their selective perception of some words. 
  • If your domain name is coherent with the web visitor's opinions, it is easier for them to memorize. 

Brand Theory 

The Brand theory stipulates that you should align all the branding elements of your business to support growth and long-term goals. Like a jigsaw puzzle, all the elements should come together to create a cohesive brand identity. A domain name is one of the primary aspects of branding because it informs your business name, website structure, and slogan. 

Your domain name should: 

  • Facilitate brand awareness 
  • Create a positive brand experience 
  • Enhance brand loyalty 
  • Support your brand strategy 
  • Create a unique brand personality 
  • Build your brand reputation

Using Brand Theory to Choose a Domain Name 

To align your domain name with the brand theory, choose a domain that conveys what you do. The domain name should create a sense of familiarity and be relevant to the industry. For example, a domain name like "" would immediately convey the industry and be easy to recall. 

Apart from that, the brandability of the domain is an essential factor. Avoiding negative words like "no" and "not" can be a good start. At an advanced level, you can identify words that are considered negative in your industry. 

What about ensuring your domain name is relevant to your business focus? You can establish a strong connection with your target audience by choosing a domain name that effectively communicates your company's purpose and aligns with your brand voice. 

A relevant domain name grabs attention and sets you apart from competitors. Conducting thorough research within your niche helps you avoid potential legal issues, such as trademark infringement, ensuring your domain name remains unique and legally compliant. 

Theory of General Memory Process 

The human memory has 3 processes: encoding, storage, and retrieval. When someone sees a domain, they transform the information into a form that can be stored. The storage process involves keeping the information in long or short-term memory. Lastly, retrieval means gaining access to the information stored in the brain. 

Your domain name should make the process of encoding, storage, and retrieval easy. A simple domain name should have a good balance between vowels and consonants. This balance ensures the domain name is readable and pronounceable across different languages. 

Our brains tend to store shorter domain names. As Google suggests, you should keep your domain name below 4 words. It is rare to remember a 5-word domain name. Apart from that, branding the name can prove a hard nut to crack. 

Harnessing Memory Theory for Domain Name Selection

According to Miller's Law of cognitive psychology, an average person can only remember 7 items (plus or minus 2) at a time. If that is anything to go by, you can bet no one will spend time trying to memorize your domain. Therefore, you should ensure the domain name takes the lowest percentage of your prospects' memory. 

How else can you do this than ensuring the domain name is short? Short domain names are easy to remember, brand, and look clean in logos and social media. Don't fall into the trap of trying to fix several keywords in the domain name at the expense of its memorability. Shorter is better, even without the keywords. 

To enhance retrieval, you should make the domain name pronounceable and memorable. Bishopi can help you assess the memorability of a domain name. The tool evaluates the number of vowels, consonants, and morphemes to determine to pronounceability of the domain. 

Simplicity Theory 

What comes to your mind when you see this domain name: It looks like a site that wants to make things more complex rather than provide solutions. 

Simplicity theory stipulates that humans are biased against discrepancies in complexity. Anything that increases our cognitive load is likely to receive a cold shoulder. That is why your domain should be 2–3 words and have a .com extension. Although you can try other top-level domains like .lawyer or .clinic, you should understand their implications for your business. Some domain extensions have restrictions, making them difficult to register. 

How to Choose a Domain Name with Simplicity Theory 

To keep your domain name simple, avoid the following domain mistakes

  • Numbers: Although using "2" instead of "two" sounds witty, it might not resonate with your audience. Besides that, numbers are likely to create brand inconsistencies because they are likely to be misspelled. So, only use numbers if they're part of a brand or event name, such as or 
  • Dashes: A dash is like an extra word in your domain name, especially in word-of-mouth referrals. Therefore, a domain with 3 words and 2 dashes will read like a 5-word name. Unless unavoidable, you should not use hyphens; if you have to, use one. 
  • Ambiguous words: Words that have more than one meaning or are pronounced the same can bring confusion. You should also avoid industry jargon that your target audience may not easily understand. Your domain name should leave no room for misinterpretation. 
  • Abbreviations: Unless you are United Nations, avoid abbreviations in your domain. Although they shorten your domain name, some abbreviations have several meanings, and some may not fit your industry. 
  • Any extensions other than .com: Although this is not cast in stone, a .com domain is the simplest to use. The .com domain extension is what people first try when looking for a new website. However, you can use alternatives like .uk, .net, .co, and .ca. 

Keyword Concept 

We can't ignore the question about having keywords in the domain name. But before we get into it, think about Facebook, Google, Apple, Walmart, or Amazon. All these brands have built a reputation without keywords in their domain name. 

Although keywords in your URL used to be one of the primary ranking factors in the early 2000s, things have changed. Google has a complex ranking algorithm; keywords are among the least considered factors. In some cases, keywords in your domain name could cause negative effects. 

Just like keyword stuffing in content writing, if you include several keywords in your domain, it could be flagged as spammy. Therefore, if you decide to use keywords in your domain name, you should ensure the following: 

  • Keywords are relevant and naturally fit within the domain name 
  • The inclusion of keywords in the domain name enhances the user experience 
  • Domain name still reflects the brand's identity and messaging effectively 
  • Consideration is given to the potential long-term implications of using specific keywords 
  • You should avoid keyword repetition or stuffing 

Including a keyword in your domain name may have a few advantages, although not directly linked to ranking. First, it shows potential web visitors what your site is all about. This can increase the number of clicks, leading to a better ranking. 

Apart from that, your brand name easily aligns with your SEO strategy. When writing content, including your brand name means you have added keywords. Consequently, it is easier to target relevant keywords on your website. 


  • As the brand theory proposes, all the elements of your business should create a cohesive brand voice and image, including the domain. 
  • Keep your domain name short and simple to comply with the propositions of memorability and simplicity. 
  • You should use words that create a positive perception to persuade your prospects. Ensure your domain name creates a lasting impression and doesn't compromise user experience. 
  • Using keywords in your domain name is important but not a necessity. When you decide to use keywords, avoid stuffing them. 

The essential aspects of domain psychology are simplicity, alignment with the brand, memorability, and length. You can use Bishopi to get ideas for the best domain names in your industry. Our tool has unique features that help you get the most suitable domain for your business or investment. 


What are the most important factors in determining a good domain name?

The most important factors when determining a good domain name are brandability, memorability, pronounceability, extension, and length. Ensure that the domain ticks most, if not all, these boxes. 

Which theories can guide the selection of a domain name? 

Some theories you can use to gain insights when choosing a domain name include general memory, persuasion, and brand theories. It is also essential to consider the keyword inclusion concept. 

Does a domain influence the behavior of potential customers? 

Domain names can affect how prospects respond to your URLs. If the name is relevant to the industry, it can increase the number of clicks. On the other hand, if it looks spammy, it can lead to a lower click-through rate.

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