Clarity beats cleverness
A domain should be easy for a customer to remember after hearing it once. Complicated spelling, punctuation and unnecessary words create friction.
Think about geography and audience
Country-code domains can reinforce local relevance, while broader extensions may make sense for businesses serving multiple markets.
Protect the identity around the domain
The domain is not only a web address. It is part of email, brand recognition, DNS and the wider digital identity of the business.