How To Choose and Register a Top-Level Domain for Your Business

A top-level domain (TLD), also known as a domain extension, is the last section of a domain name that comes after the final dot. For instance, our domain name is websitebuilderexpert.com, therefore our TLD is .com.

A TLD can distinguish your location and site type, and is also used to differentiate between two sites with the same second-level domain.

➡️Stuck choosing your domain name? Check out our full guide.

.com is the most popular, longstanding, and widely recognized TLD. For these reasons, .com is often the preferable option for most websites looking to gain trust.

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Your TLD matters because it directly impacts visitor trust and brand perception. Any confusion can be enough to turn your visitors to a competitor. For instance, if a website selling eyewear – glasses.com – decided to switch to .net, it may be perceived as a tech company rather than an ecommerce business.

Your TLD also makes it easier for users to find you online. If your brand shouts about being local to the United States, for instance, users would likely search .us or .com. And if you have the wrong location TLD, they may disregard your site altogether.

When considering which top-level domain to use, there are four factors to consider:

1. Your site’s purpose
2. Your target audience
3. Your location
4. Your budget

While .com is the most popular TLD, you may find an alternative that’s better suited to your company’s needs.

1. Your Site’s Purpose

There are TLDs for almost any website purpose and business type. By choosing one that accurately represents your business, you’ll tell people what to expect from your site before they visit it. For instance:

• .shop, .store, and .site instantly tell visitors that they can purchase goods on your website
• .org or .charity represent charitable organizations
• .travel nods towards any business in the tourism industry

2. Your Target Audience

Businesses with a diverse, global audience should select a widely recognized TLD like .com or .net to maximize immediate trust and recall. That said, highly targeted audiences will respond to TLDs differently, for example:

• Older demographics show lower recognition and trust rates for newer, trendy TLDs compared to traditional extensions.
• Gen Z audiences appreciate unique TLDs (such as .xyz) that differentiate your brand from the competition.

When learning how to choose a top-level domain, remember that the ultimate goal is to be seen as memorable and trustworthy by your target audience.  

3. Your Location

If you sell to one market in particular, you should consider using a country code TLD (ccTLD), such as .us (United States) or .nz (New Zealand). There are over 200 country code TLDs (ccTLDs) available globally, allowing most businesses to secure their specific local extension.

A ccTLD makes your site instantly familiar to your local site visitors, and they will be inclined to trust that your costs and order fulfillment times will work in their favor.

City based ccTLDs, such as .paris, hone in on your location even further. If your site supports a brick and mortar store or offers click and collect, this is a great way to support your local SEO.

However, avoid this option if you plan to expand to new global markets at any point in the future, since this can cause confusion. While possible, the process of changing your domain name later is technical and damages brand awareness.

4. Your Domain Name Budget

Your chosen TLD directly dictates your annual domain costs, with generic domains like .com, .net, and .org costing between $10-$20 per year. Newer niche TLDs can cost significantly more. At my time of writing, annual registration pricing is $64.32 for .bio, $324.48 for .feedback, and .security even hit $2,161.

With Wix, you can access over 400 domain extensions including popular, unique and location-based TLDs, with transparent pricing and a free first year included in your site plan.

Wix’s AI-powered domain search highlights available TLDs for your business, offering top recommendations and smart alternatives based on your brand and audience – all within an intuitive interface that guides your selection.

Expert Notes

Wix is one of the only domain registrars I’ve used that provides reasoning for its top recommendations. Since the importance of TLDs is often not fully understood, it’s great to see Wix teach users which TLDs are the most trustworthy and beneficial for their website.

Annie Angus Writer

If you’re set on a specific TLD, Wix’s domain search also lets you apply a TLD filter, and shows closely matched domain names that are available alongside your chosen TLD.

How to Secure Your Top-Level Domain in 3 Steps

You should register your top-level domain as soon as possible while it’s still available. Luckily, this can be done in three easy steps:

1. Choose Your Domain Registrar

There are plenty of domain name registrars to choose from. Since domain name prices vary between registrars, it’s a good idea to shop around for the best deal.

You can also buy a domain name through some website builders, which is often the easiest solution with the best deals. Wix, a leading website builder and domain registrar, gives you a custom domain for free in your first year with any website builder plan – combining seamless website creation, domain registration, and easy ongoing management in one platform.

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Wix provides a custom domain name free of charge for a year when you purchase any website builder plan.

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2. Select Your Domain Name and TLD

In your chosen domain registrar’s search bar, search for your available domain name. Most domain registrars will let you type the full domain name and TLD, but you may need to add the TLD as a filter.

If you’re using a website builder, refer to the section above, where I’ve already covered how to search for a domain on Wix.

Select your preferred domain name and TLD from the list of results to purchase it.

3. Complete Your Purchase

Once you select your domain, you’ll need to choose how long you want to register your domain for. You’ll save money by paying for a longer time period, but keep in mind that you will have to pay the full cost up front.

If you opt for Wix’s domain search, you’ll be asked to choose whether you want to purchase the domain separately or get it for free with a website builder plan.

To complete the purchase, add your contact information and choose security add-ons, such as whether you want to register privately or add Domain Name System Security Extensions (DNSSEC). These are optional and incur an additional fee, but help secure your domain against fraud.

Wix offers free WHOIS privacy with every domain, advanced security features, and the option to register for up to 10 years – giving you greater flexibility and peace of mind.

If you’re stuck wondering “What top-level domain should I use?”, use this information to guide your decision. Primarily, choose the option that your site visitors will trust, remember, and understand, while remaining on-budget. 

If you’re a local business, a ccTLD is a great way to show where you’re based. Or consider using a TLD list that nods to your industry or site’s purpose, but be aware that these can be more expensive.

Use a domain registrar to find the best available option to link to your website. I recommend Wix, since it provides guidance on which domain to choose and has an easy registration process.

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