LLC vs Domain Name - Which to Register First

Key Takeaways

1. An LLC name is your official legal business name for contracts, taxes, and liability protection, while a domain name is your website address that represents your brand online.
2. Your LLC name and domain name do not need to match, but using the same name can create a stronger and more consistent brand.
3. It is better to register the domain name first if your business is mainly online, if you are testing an idea, or if you have found a strong and brandable domain.
4. It is better to register the LLC first if you want legal protection, need to attract investors, or are working in an industry with higher risks.

You have just launched a startup and chosen a company name you (really) like. Now, you’re ready to set things in motion but torn between two critical decisions – should you register your LLC or secure a domain name first?

Both your domain and LLC name are important elements to establish your business online (and offline). Each has its pros, and understanding their implications can help you make the right choice.

In this article, we’ll explore the specific use cases of registering an LLC versus a domain name. This way, you can make an informed decision on the next step.

But before we enter the core details…

What Is a Legal (LLC) Name?

A business legal (or LLC) name is the official registered name for your company in your state. It represents your business for all administrative, financial & legal purposes. Each state/country has unique regulations for naming an LLC, but it’s a common requirement to include “LLC,” Ltd. or LC. E.g., Mark Bakery LLC.

Since your LLC name serves as the legal representative of your business, it’ll appear in all formal documents representing your business within the state. This includes government contracts, bank accounts, tax filings, invoices, checks, etc. And just a domain; no two people can own an LLC name.

What Is a Domain Name?

A domain name is the human-readable address of your website. It is connected to your website’s IP address and helps users find you online easily. A typical domain name comprises:

• a top-level domain. E.g., .com or .net;
• a second-level domain. E.g., Apple, Google;
• a third-level domain. E.g., www. or help. 

Your domain name acts as a digital representation of your business. It is the first thing users see when they search for your product/service online. Usually, the best domain names are short, memorable, brandable and easy to spell. Just like LLC names, you cannot register a domain someone else uses.

Difference Between a Domain and a Legal (LLC) Name

Here are some of the differences between a domain and an LLC name:

Does Your Domain Name Need to Match Your LLC?

No, your domain name doesn’t necessarily need to match your LLC. Both serve distinct purposes, and it depends on you to choose the best fit for your business.

Usually, some business owners prefer to merge their business and legal names to create a consistent brand identity. But there’s no die-hard “rule” that you have to follow this route. See examples of tech giants that used different LLC and domain names:

• Google. The LLC is Alphabet Inc., and the domain name is google.com;
• Facebook. The LLC is Meta Platforms Inc., and the domain is facebook.com. 

However, there are some cases when your domain name should match your LLC. Let’s explore a few:

Cases When Your Domain Name Should Match Your LLC Name

Your Brand Is Well Known

If your brand is already a household name (offline), and you just want to build an online presence to attract more customers, then it’s imperative that you match your domain to your LLC. A unified name makes it easier for customers familiar with your brand to find you online. For example, CocaCola is both the LLC and domain name – cocacola.com. Other reasons are:

• it allows you to dominate the search results for branded search queries. For example, customers who want to order a product from your store are likely to attach your brand name to their search query;
• it prevents cybersquatters or people with malicious intent from hijacking your domain to profit from your brand’s recognition;
• it also helps to solidify your brand’s identity online and offline. 

Your LLC Name Ticks All the Boxes of a Quality Domain Name

If your LLC name is brandable, memorable and easy to recall, it’s a perfect choice for your domain name. These are the characteristics of a premium domain name, and it can become an invaluable business asset in the long run. Also, exact match domains are complex to secure, and it’s advisable to snatch the name before someone else does.

A good example is Facebook. Initially, Facebook’s domain was “thefacebook.com.” After the platform gained millions of active users, the company had to buy the exact match domain, facebook.com, for $200,000 because it’s shorter, brandable, and easy to recall. If they had opted for this option from the outset, it would have saved them from paying for a domain name.

Tip: Consider this option if you have plans to expand in the future.

You Want a Consistent Brand Presence

Consistency is key to building a solid brand image. A consistent domain and LLC name create a unified brand identity across all touchpoints—online and offline. If you want to be known for a particular “product,” “service,” or “theme,” then it’s best to align your domain and LLC name. Think Apple, for instance. They used the same name for their LLC and domain, and this makes it easy for customers to associate their brand with innovative technology.

Your Company Is the Brand

If your company represents your entire brand and you don’t offer niche products/services under separate names, then you can match your domain name with the LLC. This alignment makes it easier for customers to associate all your products/services with your brand online. For example, Apple iPad, watches, AirPods, iPhones and Macbook are different products, but all fall under the Apple brand.

Next…

Cases When Your Domain Name Should NOT Match Your LLC Name

Your Legal Name Isn’t Brandable

If your legal name is difficult to spell, pronounce, or remember, it’s best to use a different name for your domain. The best domain names are brandable, simple, and easy to spell, helping users recall and find your brand when searching.

Let’s consider a possible example. Smith and Associates Consulting services is perfect for a legal name, but not for a domain name because it’s too lengthy. In this case, you can shorten the name, e.g., smithconsulting.com or use abbreviations, e.g., saconsulting.com (pronounced SA-consulting.com).

Overall, if your LLC name isn’t:

• short;
• easy to spell and pronounce;
• memorable. 

…opt for a different name for your domain.

You Manage Different Business Lines

In a case where you own a multi-location business or manage different brands under your company’s umbrella, it’s better to have separate domain names. This allows you to create distinct brand identities for each and tailor the messaging to their respective target audience. For example, LVMH, a multinational company, has 75 business lines, including Dior, Louis Vuitton, etc., each with its brand identity.

You Have a Better Option for a Domain Name

This is where your preferences come into play. If you have a domain name that’s more brandable, shorter or better aligns with your brand values than your legal name, it only makes sense to follow your gut. In this case, it’s up to you to build a robust brand identity online without diluting your LLC name.

Your Desired Domain Name Has Already Been Taken

As we highlighted earlier, exact domain names are hard to find. And even if you find one, you may need to pay thousands or millions of dollars to acquire it. Though, this depends on its length, brandability, and memorability. So, if your legal name has already been registered, contact the owner or opt for a different domain name.

Read more: How to find the owner of a domain name https://trustname.com/blog/how-to-find-domain-owner

You Plan to Expand in the Future 

Lastly, if you plan to expand your service offerings or target new markets in the future, use a different domain name that factors in your business growth. This is most important if your LLC name is niche or location-focused. For example, using ‘Mr Plumber Inc.’ as your legal name may limit your growth when you decide to list other related home services. 

Should You Register Your Domain Name First?

Yes, register your domain name first if you run an online business or rely on digital channels for your business growth. Also, if you’re still trying to test the viability of a business idea, it’s less financial risk to register the domain name first before registering it with your state. This is because domain name registration costs less – $7.99 at Trustname, for instance – compared to an LLC.

In addition to this, if you find a brandable and unique domain name that aligns with your business, it’s smarter to register it before someone else does.

Should You Register Your LLC Name First?

Register your LLC name first if liability is a primary focus for your business. An LLC protects your name and personal assets in case you’re sued. It sets a distinction between you and the company, and you won’t be held responsible for the company’s debts, bankruptcy, or legal issues.

Also, if you’re seeking funds from investors, owning an LLC makes your business more attractive. It shows that you’re legit and ‘ready to start a business,’ even if you don’t have a domain name yet.

This brings us to the next…

What to Do If Your Legal Name Is Unavailable for Your Domain Name

Consider Other Domain Name Extensions

The .com domain extension is the most popular and default for most internet users. If your exact match domain (in the .com TLD) has been secured by someone else, you can consider other alternatives. There are different types of domain extensions aside from the .com TLD:

• .net
• .org
• .co

These gTLDs (general TLDs) extensions are less popular than the .com but offer an excellent opportunity to retain your legal name for your domain. 

In addition, there are cases where a brand secures all the gTLDs for the domain and opts for keyword or country-related TLDs. For example, if markplumbing.com, markplumbing.co, and .net variants are unavailable, you can use markplumbing.ohio or mark.plumbing. These options even allow you to rank on search engines for keyword or location-related searches.

Alter Your Legal Name 

Instead of securing alternative TLDs, creatively alter your legal name to create a unique, brandable, memorable domain name. To do this:

• add a prefix or suffix. For example, since markplumbing.com is taken, a good alternative is mrmarkplumbing.com or markplumbingservices.com;
• use acronyms. For example, BMW is the abbreviated version of Bayerische Motoren Werke AG;
• abbreviate it. A good example is Lexus, Toyota Motors' luxury brand. The name stemmed from Luxury exports to the US.

Reach Out to the Current Owner

Before you cross out the domain name, contact the current owner to negotiate a sale. You can easily find the domain owner's contact details on the WHOIS database. Keep in mind that even if the current owner is willing to sell, you may need to pay thousands or millions of dollars to acquire it. But don’t let this scare you off. If you negotiate properly, you might be able to secure a good deal.

Add Keywords

Lastly, add industry or location-relevant keywords to your legal name. This is not only an excellent opportunity to retain your legal name but also allows you to rank for your location or product keywords.

Also, adding keywords communicates your brand’s expertise right off the bat. This helps customers looking for the right solution to their needs understand what/where your focus is. See this example for mr.plumber. The domain name is mrplumber.nyc – it shows location and service relevance – while the business name is Mr. Plumber Inc.

What Next?

There’s no one-size-fits-all answer to registering your domain and LLC name.

If you want a cohesive brand identity, register your domain name first – if it’s available – to prevent someone else from acquiring it. And even if the LLC version is taken, you can always resell for a profit when the value increases.

To do this, run a quick search on Google and social media to ensure no one is already using the name. Next, visit the Trustname.com website and use our AI-powered search engine to find domain name options for your legal name. And if your choice domain is available, proceed to make payments. You can register it for a year while you file an LLC for your business. No worries, we don’t have any hidden fees (compared to other registrars), and all our premium domain management features cost $0. Once you’ve secured the domain name, proceed to file an LLC under the same name.

Conversely, if your industry has high legal risks, for instance, food or health-related, or you need to raise funds for your startup, register an LLC first. In cases when you don’t find an exact match domain, you can always secure a brandable alternative to build your brand online.