Your domain name is your address on the internet. Get it right and people find you easily. Get it wrong and you’ll spend years explaining “no, it’s dash solutions, not solutions with a dash, and it’s .net not .com.”
Most Australian businesses put more thought into their office fit-out than their domain name. Then they’re stuck with a clunky URL that confuses customers and looks unprofessional on business cards.
Let’s fix that.
.com.au vs .com vs .au: Which Should You Choose?
This is the first question every Australian business asks. And the answer depends on who you’re trying to reach.
.com.au (The Safe Choice for Local Businesses)
The .com.au extension signals “we’re an Australian business” loud and clear. Australian customers trust it. Search engines give it a slight boost for Australian searches. And it’s been around since the early days of the internet here.
The catch? You need to prove your business is registered in Australia. Sole traders need an ABN. Companies need an ACN. This requirement actually works in your favour because it stops random overseas operators from snapping up Australian business names.
If your customers are primarily Australian, .com.au is usually the right call.
.com (The Global Option)
A .com domain says “we operate internationally” or at least “we’re thinking bigger.” It’s the original top-level domain and still carries weight worldwide.
The downside for Australian businesses? Anyone on the planet can register a .com. If your business name is even slightly common, someone probably already owns it. You’ll end up with hyphens or awkward variations.
Choose .com if you sell to international customers or plan to expand overseas. Otherwise, .com.au will serve you better locally.
.au (The New Kid)
In 2022, Australia introduced direct .au registrations. Shorter than .com.au and cleaner looking. But it’s still gaining traction. Many Australians don’t immediately recognise it as a local domain.
The eligibility rules match .com.au, so you’ll need that ABN or ACN. Worth grabbing if it’s available, but probably not as your primary domain just yet.
.net.au and .org.au
These serve specific purposes. The .net.au extension is meant for network-related businesses (ISPs, hosting providers, that sort of thing). The .org.au is for non-profits and associations.
Technically, you can register .net.au for any commercial business. But customers might assume you’re a tech company or second-choice to someone who already owns the .com.au.
Stick with .com.au for most commercial purposes.
Brandable vs Keyword-Rich: The Great Debate
Should your domain describe what you do, or just sound good?
The Case for Keywords
A domain like “sydneyplumber.com.au” tells visitors exactly what you offer. It’s clear. It might even help with SEO (though less than it used to).
The problem? It’s forgettable. Generic. Hard to build a brand around. And when you expand into bathroom renovations, your domain sounds limiting.
The Case for Brandable Names
A domain like “drainforce.com.au” doesn’t describe plumbing services directly. But it’s memorable. It sounds like a proper business. You can build a brand around it.
The tradeoff? New visitors won’t immediately know what you do. Your marketing and website need to work harder to communicate your services.
The Sweet Spot
The best domains often hint at what you do without being generic. “Canva” suggests canvas and creativity. “Atlassian” sounds technical and substantial. “Xero” implies starting fresh (zero).
Think about what feelings or associations you want your name to evoke. Then find a domain that matches.
For most small businesses, slightly brandable beats purely descriptive. You can always explain what you do. You can’t easily make a generic name memorable.
Common Mistakes That Cost Businesses
Hyphens and Numbers
“Best-Plumber-Sydney-247.com.au” might seem clever. It’s not. Try telling someone that URL over the phone. Watch their eyes glaze over as you explain “it’s dash, not underscore, and two-four-seven not the words.”
Hyphens look spammy. Numbers confuse people. Avoid both if you can.
Names That Are Hard to Spell
If people consistently misspell your business name, they’ll misspell your domain too. And they’ll end up on someone else’s website.
Test your domain name by saying it out loud to friends. Can they write it down correctly without asking questions? If not, reconsider.
Ignoring How It Looks Without Capitals
Domain names display in all lowercase. Make sure yours doesn’t accidentally spell something awkward. The classic example is “expertsexchange.com” which looks very different from “ExpertsExchange.com.”
Read your domain as one long string of lowercase letters before committing.
Choosing a Name Too Similar to a Competitor
You might think “we’re smithelectrical.com.au and they’re smithselectrical.com.au, it’s fine.” It’s not fine. You’ll spend years fielding misdirected calls and watching potential customers land on your competitor’s site.
Do a thorough search before registering. Check variations, plurals, and common misspellings.
Trademark Traps to Avoid
Registering a domain doesn’t give you trademark rights. And having a business name registered in one state doesn’t protect you nationally.
If you build a brand around a domain and someone else already owns the trademark, you could be forced to hand it over or face legal action. Worse, you’ll have to rebrand everything.
Before committing to a domain:
- Search the IP Australia Trade Marks database
- Check ASIC’s business name register
- Do a basic Google search for similar names in your industry
- Look at social media handles (more on that below)
If your business is growing, consider registering your name as a trademark. It’s not expensive and it protects you properly.
Should You Buy Multiple Domains?
In a word: yes. At least the obvious variations.
If you own “smithelectrical.com.au”, also grab:
- smithelectrical.com (if available)
- smithelectrical.au
- Common misspellings people might type
Point them all to your main website. This prevents competitors from camping on your variations and catches customers who type the wrong extension out of habit.
You don’t need to buy every possible combination. Focus on the domains someone might genuinely type when looking for your business.
Domain Name and Social Media: Check Both
Nothing’s more frustrating than finding the perfect domain only to discover the matching Instagram handle is taken by an inactive account from 2014.
Before you fall in love with a name, check availability across:
- The domain extensions you want
- Any other platforms relevant to your industry
Consistent naming across all channels builds recognition. Mismatched handles confuse customers and look unprofessional.
Keep It Short, But Not Too Clever
Shorter domains are easier to type, easier to remember, and look cleaner on business cards. Aim for under 15 characters if possible.
But don’t sacrifice clarity for brevity. “SBEPS.com.au” might be short, but nobody will remember what it stands for. “SmithBuilders.com.au” is longer but instantly clear.
And avoid clever abbreviations that only make sense to you. Your customers won’t decode “BldgSlns” as “Building Solutions.” They’ll just be confused.
What About .store, .tech, .io and Other New Extensions?
Hundreds of new domain extensions exist now. The .tech, .store, .io, .app, and many others.
They can work for specific purposes. A .tech domain might suit a startup. A .store domain could work for an online shop.
But for most Australian businesses, stick with .com.au or .com. Customers trust them. They’re easy to remember. They won’t make people wonder if your website is legitimate.
The fancy new extensions can work as secondary domains or campaign URLs. Just don’t rely on them as your primary address.
Quick Checklist Before You Register
Run through this list before pulling the trigger:
- Easy to spell when heard out loud
- No awkward letter combinations in lowercase
- Doesn’t contain hyphens or numbers
- Not too similar to competitors or established brands
- Trademark search comes back clear
- Matching social handles are available (or close enough)
- Short enough to fit nicely on a business card
- Makes sense without explanation
- Available in the extensions you want (.com.au at minimum)
- You’ve grabbed common misspellings and variations
The Bottom Line
Your domain name follows your business everywhere. Email signatures, invoices, advertising, business cards, word of mouth. It’s worth spending time to get it right.
Favour clarity over cleverness. Memorable over descriptive. And Australian extensions for Australian customers.
Most importantly, check everything before you commit. Changing domains later means updating every piece of marketing you’ve ever created, confusing existing customers, and potentially losing search engine rankings you’ve worked hard to build.
Take an extra day to get it right. Future you will be grateful.