If you’ve followed along with our Understanding the basics of launching a web product guide, you should now have a foundational understanding of how to get your product online. One key aspect we touched briefly was domain names, but today, we’re going deeper into this topic.

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What is a domain extension?

A domain extension is the part of the domain that comes after the dot, such as .com, .io, .org, or .ca. The choice of domain extension can affect not only how your web product is perceived but also its accessibility and market reach. So, let's break down the most popular domain extensions and when to use them.

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.com - the universal standard

The .com extension is by far the most recognized and trusted domain. It stands for "commercial," but today, it is used for websites of all kinds—businesses, blogs, portfolios, and more.

• Pros: Highly trusted, easy to remember, great for global audiences.
• Cons: Highly competitive—many great domain names have already been taken.

When to choose .com:

• If you want your site to reach a global audience.
• If brand credibility and trust are important to you.

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.co - the startup darling

Originally the country code for Colombia, .co has become a popular choice for startups due to its short and sleek appearance. It’s often used as an alternative to .com when the desired .com domain is taken.

• Pros: Short and memorable, associated with innovation and startups.
• Cons: Not as widely recognized as .com, which may lead to confusion.

When to choose .co:

• If you're building a tech startup or a brand that values modernity and innovation.

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.io - the tech scene favorite

.io was originally the country code for the British Indian Ocean Territory but has been adopted by tech companies, especially those in the SaaS (Software as a Service) space.

• Pros: Trendy among tech companies, shorter domain names are often available.
• Cons: Somewhat niche, may not be the best for non-tech industries. Additionally, .io domains are often significantly more expensive than traditional extensions like .com or .net.

When to choose .io:

• If your web product is in the tech or software industry.
• If you want to align your brand with the startup culture.

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.org - for nonprofits and beyond

.org stands for "organization" and was traditionally used by nonprofit organizations, but today, it’s open to anyone.

• Pros: Conveys a sense of trust and community, perfect for nonprofits and social causes.
• Cons: Not ideal if your business is purely commercial.

When to choose .org:

• If you're launching a nonprofit or a community-based project.
• If your website is focused on education, healthcare, or charitable causes.

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.net - the networker's choice

.net is short for "network" and was initially intended for networking services like internet providers or infrastructure companies. It has since become a versatile option for a variety of businesses.

• Pros: Trusted, widely recognized, and often available when the .com version of a domain is taken.
• Cons: Not as popular as .com, which may cause confusion.

When to choose .net:

• If you’re offering networking services, internet infrastructure, or online communities.
• If the .com version of your desired domain is unavailable, but you still want a professional and trustworthy extension.

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Country-specific domains (ccTLDs) – .ca, .uk, .au, etc.

Country-code top-level domains (ccTLDs) like .ca (Canada), .uk (United Kingdom), or .au (Australia) are a great way to localize your web presence and build trust within specific regions.

• Pros: Great for local businesses or websites targeting a specific country, gives a sense of local trust.
• Cons: Limited to audiences within that country, may not be ideal for global businesses. Some country-specific domains, like .com.au, also require actual company registration, which may be the case for other country-based domains.

When to choose a country-specific domain:

• If your web product is targeting a specific country or region.
• If you want to establish a local presence or boost SEO within a particular market (e.g., ranking better on search engines in that country).

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.biz - business-focused

.biz is a shorthand for "business" and is a solid alternative to .com when it’s unavailable. It’s often used by small and medium-sized enterprises (SMEs).

• Pros: Clear association with business, often available when .com isn’t.
• Cons: Less popular and recognized than .com, can sometimes be perceived as spammy.

When to choose .biz:

• If your business’s .com domain is taken and you want to emphasize that your website is commercial.
• If you are a small business that wants to stand out in a business-focused domain.

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.app - perfect for mobile and web apps

.app is a relatively new extension intended for mobile applications, software services, and digital platforms. Managed by Google, it requires SSL (HTTPS) for all sites, adding an extra layer of security.

• Pros: Clear and memorable for app-based businesses, conveys a tech-savvy image, comes with built-in security (SSL).
• Cons: Still growing in popularity, so not as widely recognized as .com.

When to choose .app:

• If your product is a mobile app or digital service.
• If you want to highlight your tech-focused or innovative brand.

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.tech - the new tech powerhouse

.tech is aimed at technology companies, developers, and startups. It’s become a modern alternative for businesses that want to establish themselves as innovators in the tech world.

• Pros: Instantly tells users your brand is tech-focused and increasingly recognized.
• Cons: Not as universally recognized yet, but growing in popularity.

When to choose .tech:

• If you’re building a technology-focused product or service.
• If you want to communicate your brand’s connection to the tech industry.

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.ai - the artificial intelligence innovator

.ai is technically the country code for Anguilla, but artificial intelligence (AI) companies commonly use it. It’s a trendy extension among tech startups, especially those developing AI products.

• Pros: Trendy among tech companies, especially in AI and machine learning.
• Cons: .ai domains tend to be more expensive compared to traditional domains like .com and may be seen as too niche for non-AI businesses.

When to choose .ai:

• If your product or service involves artificial intelligence or machine learning.
• If you want to position your brand at the cutting edge of technology innovation.

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Other domain extensions worth mentioning

While the above are the most common, many other domain extensions are available. Some have niche uses, like .edu for educational institutions or .gov for government websites. Others, like .xyz or .club, have become popular among brands looking to stand out with something different.

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Final thoughts: Which domain is best for you?

Ultimately, your choice of domain extension depends on your brand, audience, and goals. Consider how your domain will resonate with your target market and whether it reflects the values of your web product and its availability.

Have you ever wondered how many domain extensions actually exist? Or maybe you know of other interesting or niche extensions we didn’t mention here? Feel free to share your thoughts or ask any questions in the comments below!