In general – the shorter and more concise your domain is the better. You want your domain name to be the exact match of your business name. A good name is catchy and memorable. If you have a long name then acronyms may be advantageous.

It’s about creating a path of least resistance for your customers to find you should they hear your domain on the radio, see it on a billboard or hear it from a friend.

If your domain has a hyphen (or even worse, hyphens), it makes it more difficult because customers have to remember the hyphens. The same goes for miss-spellings and difficult to spell words.

A good rule of thumb is if you’re constantly having to spell your domain name out for people then it’s probably not the best name.