Anyone planning a website will have to think about the “domain” sooner or later. The term appears everywhere and can seem more abstract than it is. Essentially, it comes down to a simple question: What name should your project be accessible under on the internet?
To help you get to grips with the topic, this article explains the basics and provides tips for choosing the right domain name. That way, you can find an address that fits your project and works in the long term.
Why do I need a domain?
A domain is the unique web address where your project can be accessed. Above all, the name should be easy to remember and share, as it may also be displayed on business cards, cars and social media. When the domain name aligns with the project name, it increases recognition and creates a professional online presence.
A domain can also form the basis for e-mail addresses. For example, instead of a generic sender address, you can create an e-mail address such as contact@company.ch or firstname.surname@company.ch. This creates a consistent and professional identity, makes your business easier to recognize and increases trust in your communication.
And last but not least, having your own domain also gives you control, because you decide where the address leads: to your website, a landing page or an online shop. Even if your web hosting changes in the background, your domain remains the same and is the anchor for where you can be found online.
How a domain is structured
A domain consists of several parts that determine the name of your web address and what is behind it.
The easiest way to illustrate this is to use a specific example, such as the domain of our blog. We will read it from right to left, because the domain extension, domain name and subdomain build on each other:
.ch is the domain extension, also known as a top-level domain (TLD). It usually gives an indication of the region or purpose.
hostpoint is the actual domain name (second-level domain). This part can be chosen freely, as long as it is still available in combination with the desired TLD.
www is a subdomain (third-level domain). It allows you to bundle areas or services under one address, such as shop.example.ch for a shop, mail.example.ch for webmail or blog.example.ch for a blog.
https is the “hypertext transfer protocol” and transmits information over the internet. The s stands for “secure” and indicates that the connection is encrypted.
Everything after the slash, such as “/blog,” is a path within the website and leads to a specific page.
There are clear rules for domain names. Depending on the extension, domain names generally allow letters, numbers and hyphens, but not spaces. Special characters such as @, & or / are not permitted either, and the maximum length is limited. In practice, simple spelling without umlauts works well because it looks clean and leaves less room for misunderstandings when typing.
It is a good idea to quickly check the name, especially when there are umlauts involved. “müller.ch” and “mueller.ch” can be treated differently depending on the extension. In practice, it is often easiest to use the version without umlauts and also register any important alternative spellings.
Why availability matters
Each domain is unique and can only be registered once. That’s why when choosing a name, you need to think not only about the name you would like, but also check which domains have already been registered. If your preferred spelling is already being used, look for sensible alternatives, such as a different extension or a version of your name that is clearly recognizable. .swiss domains are a good alternative for .ch domain names that have already been registered.
How your browser finds the website
When someone types hostpoint.ch into the browser’s address bar, the browser does not yet automatically know where the website is located. It needs a technical destination address to access the right server. This is where the domain name system comes in.
The DNS works like a phone book for the internet. It translates the domain name into an IP address consisting of numbers, such as 217.26.48.170 for hostpoint.ch. With this address, the browser can access the server where the website is stored. This step is also called name resolution. Content such as text, images and page structure can then be loaded and displayed in the browser.
- Someone enters hostpoint.ch into the address bar to start accessing the web page.
- The browser asks the DNS for the IP address of this domain (name resolution).
- The DNS responds with the IP address, i.e. the technical target address.
- The browser connects to the server at this IP address and requests the content.
- The server returns the data, and the browser builds the website from it and displays it.
This turns a name into a working web address. The domain is the memorable front page. The DNS translates it into the technical destination address in the background, and the browser can then retrieve and display the website content from the server.
Which domain extension is right for the project?
The top-level domain of a website may be a small detail, but it is by no means insignificant. It has an impact on the first impression that your project makes and helps users quickly understand what is being offered. The selection can be huge, although there are a few recommendations for Switzerland in particular.
If your project is based in Switzerland, .ch is usually the obvious choice. The extension is familiar, looks credible and works for almost any type of business or organization, from tradespeople to associations. It also makes the connection to Switzerland immediately clear.
There is also the option of .swiss for even more Swissness. This extension is more exclusive and makes the connection to Switzerland even more obvious. In this article, we explain when .swiss is particularly suitable and what you need to bear in mind.
The .com top-level domain is a good choice if you are operating internationally or targeting an audience outside of Switzerland. The extension is familiar all over the world and has a neutral effect in many industries.
And, as mentioned above, there are also thematic extensions such as .shop. This makes it possible to convey the purpose of a website directly in the name. At the same time, it is worth choosing an address that is short and can be shared easily during a conversation.
How to find a suitable domain
You can be as creative as you like with an address – but if people can’t remember it or type it quickly and accurately, it will be impractical in everyday use. That’s why a name which looks clear, sounds good and can be understood right away on a poster or in an e-mail signature is ideal.
Start with your project or company name. If the exact name is already taken, try making small adjustments that keep the meaning clear. Short additions that provide context, such as a location, a service or an industry, are often effective, especially when separated by a hyphen. It is important that the domain does not seem to be a compromise but, rather, continues to fit your brand.
Make sure the spelling is simple. Umlauts, numbers or too many hyphens are not always bad, but they can lead to confusion more quickly. If someone hears your domain during a phone call or is typing it into a search bar while they are out and about, they shouldn’t have to guess the spelling.
Does a domain help with SEO?
A domain can support SEO, but it does not replace good content. A keyword in the address can be useful if it sounds natural and suits your name. It is more beneficial to ensure that your website is technically well optimized and has a clear structure, and that the content can be easily found by search engines and AI chatbots.
Once you have a few options on your short list, do a quick practical test: Read the domain aloud, write it down once from memory and check whether it can be understood without context. If it works during the test, it should stand up to everyday use later on.
As soon as you have a favorite or have settled on an initial direction, check the availability of your desired domain on our website and register it right away if necessary. If you have any questions, our expert support team will be happy to assist you by e-mail, phone or WhatsApp – in your own language, free of charge, seven days a week.
