How to Choose a Financial Advisor Domain Name

Domain names are a mystery to many of us. What words should you use? Should you hyphenate? Long names? Short names? What’s a financial advisor to do? This article will explain how financial advisors can choose a domain name, many domain name considerations, and how to rank higher in the search engines.

how to choose a financial advisor domain name

1. Decide your Financial Planning or Wealth Management Name First!

The first step in coming up with a domain name for your business is to come up with a business name! Review this Name Brainstorming Guide for Financial Planners and Investment Managers.

2. Financial Advisor Domain Names

Now a few terms for those in need of definitions. A domain name is the address of your website such as It’s also known as an URL- unique record locator. It’s useful because it identifies not only where your site is located but it also serves to position your business in the marketplace by utilizing specific keywords related to your industry. Of key consideration here is also Search engine optimization, helps a website place higher in the natural unpaid search engine results (also called the “organic” results).

If you put considerable thought into your domain name as you start your business, you’ll be in better shape than those who pick a business name without checking to see whether the domain name exisits.


3. Financial Advisor domain name considerations:

A. Keywords

I always wonder the thought process behind name a financial planning business using the advisor’s name. Not only is that business more difficult to transition during the implementation of a Business Continuity Plan or Succession Plan,  but there is a lost opportunity for branding and search engine optimization. In other words is unappealing to potential clients and the search engines. Is this important? If you want your own name in a domain name, by all means, you definitely can. But go ahead but forward it to a name containing the key words in your industry. Unless of course you’re famous – that’s different.


Bob Smith is an independent financial advisor specializing in wealth management.
Bob could use “wealth” or “management” in his domain name.

B. Which domain extension should you use?

  • .com
  • .net
  • .co
  • .biz
  • .org

Dot com is still the best choice because it’s the most common and easily remembered. Dot net is ok but not ideal if your company name is already taken under dot com. Try to stay away from dot biz. My website is and I dearly wish I had put more thought into using this extension back in 2004 when I started my business. It’s not too late for you!


I really wanted for one of my websites but it was taken, so I went to .biz only to find out later that .biz sites are often considered spam originators. Unfortunately there’s nothing I can do about it for my coaching website, the one you’re on right now, and my marketing site as well! Take a look at  It’s a .biz website and has been around since 2004 so I’m afraid it’s here for good.

C. Hyphenation

Please do not use hyphenation in your domain name. Explaining your website address to someone is too difficult when you’ve used hyphenation!

D. Should I use a low cost sub domain offered through my company?

Don’t bother with options that offer you your own domain off a company name. Chances are your site is a mirror site of many. Duplicate content is not rewarded in the world of search engine optimization.


E. Easy to remember

When selecting your domain name, try to create a name that is easily remembered. The best names are those that match your company name and need no explanation.


Try not to repeat the same letter twice in a row or some other awkward combination.


Although longer domain names are now more common (because many of the “good” ones are taken), it won’t do you much good if your name is way too long. It also could trigger spam violations if you include more than three key words in your domain name.
Example: This name has four keywords which may end up working against it.

F. Should I allow my web guy to register my domain name?

Not a good idea! You want complete control of your domain name and website. Register it yourself. has an easy domain finder to check if your desired name is available.


There’s a lot to consider when selecting a domain name. The first place to start is with your business name. Then, consider keywords, domain extensions, and ease of memory. Don’t make the same mistakes I made because these issues will stay with you for a very long time.

Have questions?

I am Suzanne Muusers, Financial Advisor Coach since 2004.

If you have questions about branding your practice while working with me as your coach, please book a call, email, or call +14804633171.

I am located in Phoenix, Arizona but coach clients worldwide.

Mailing Address:

Suzanne Muusers – Prosperity Coaching LLC
2030 W Baseline Rd # 182-4587
Phoenix, AZ 85041

Click to download my free e-book

Nine Mistakes Advisors Make with Their Brand

What Clients Say

“Suzanne’s advice was invaluable when it came time for me to brand my independent financial advisory firm. Our work prior on target market, combined with help selecting my company name and colors and building my website have helped me attract my ideal clients and a consistent flow of leads from my website.”

Shanna T.

Financial Planner & Leader

“Don’t think twice about hiring Suzanne. Give coaching the time it deserves, be open, and trust that Suzanne will keep you on the right track.”

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AIF, CRPC, Financial Advisor, New Jersey

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“Working with Suzanne has helped me to develop a distinctive brand. Having a cohesive brand gives me the confidence to network with and approach high level prospects. If I had not hired Suzanne, I would not have made this progress.

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CFP® New York

“I truly feel that without Suzanne’s guidance, my business would not have flourished. Her expertise in my field helped me produce the results I needed more quickly. But most importantly, she made me safe enough to recognize the weaknesses in my business (and myself). You can fix anything once you recognize the problem!!”

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Financial Planner ChFC, CLU, AEP, IAR

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