Choosing the right domain is key. If you are a newly established business or an existing enterprise that is expanding your digital footprint for the first time, owning the right domain helps with primary digital brand identity, impacting first impressions, search engine visibility (SEO), and user trust. And looking at the latest statistics about domains, entrepreneurs making this move are right to do so.
Speaking to Murray Muller, Chief Operating Officer at HostAfrica, he elaborated on the trends being observed about new domains being registered. “We are seeing consistent, year-on-year growth in the .co.za domain space, as reflected in ZARC statistics,” he notes. “This steady increase in registrations clearly indicates that more businesses, entrepreneurs, and individuals are establishing an online presence and choosing local domains to do so.
Muller explains that this trend strongly suggests growing trust and adoption of the .co.za extension. “South African consumers increasingly recognise .co.za domains as credible, familiar, and relevant, which makes them a natural choice for businesses targeting the local market. A local domain signals legitimacy and reassures customers that they are dealing with a South African entity.
“Zooming out to a continental level, the broader .za namespace remains the most registered top-level domain in Africa, with approximately 1,4 million registered domains. By comparison, the second most registered African TLD, .ng (Nigeria), sits at around 235 000 registrations. This gap highlights just how mature and well-established South Africa’s domain ecosystem is.”
According to Muller, this tells us:
- Businesses increasingly understand the importance of owning their digital identity
- Local relevance matters just as much as global reach
- Entrepreneurs are investing earlier in domains as a foundation for growth
In short, the continued growth of .co.za registrations reflects a healthier digital economy, rising online entrepreneurship, and sustained confidence in South Africa’s Internet infrastructure and regulatory framework.
“For businesses operating in South Africa, this reinforces one clear message: a .co.za domain is not just common — it’s trusted.”
Muller shares that he sees the same with .africa and other domains that offer a clear value and angle to users.
Choose the Right Domain
Choosing a domain isn’t an exact science. There is no magic bullet that will help you appear more in search or generate heaps of traffic when you only look at your domain.
But Muller and his team suggest the following tips.
1. Start with the brand, not the keywords
Your domain should sound like a real business, not an SEO experiment. This doesn’t mean that domain authority shouldn’t be a consideration, just that it shouldn’t be the end-all and be-all.
Good means:
- clear
- memorable
- easy to say out loud
- easy to spell after hearing it once
Avoid domains that:
- use hyphens (my-best-business.co.za)
- have numbers (4u, 2go, etc.)
- forced spellings just to get a “domain”
- If people have to explain it, it’s already costing you customers.
2. Choose the right extension for your market
The extension tells people where you operate and how serious you are.
For South African entrepreneurs:
.co.za → Best for local trust and credibility
.com → Great if you’re thinking regional or global
.africa → Strong pan-African positioning
If possible, Muller says, secure both .co.za and .com and point one to the other — that’s cheap brand protection. “You can also research the use case of the domain or the message you want to convey to ensure you are using the right extension.”
3. Keep it short (shorter than you think)
Muller says that short domains have the following advantages:
- They are easier to remember
- They look better on social media
- They reduce typing mistakes
- They work better on mobile
- If it’s more than 2–3 words, rethink it.
4. Think long-term, not just launch-day
Ask yourself:
- Will this still make sense in 5 years?
- Does it limit me to one product or location?
- Could I expand under this name?
Muller uses the following example:
bestlaptopsdurban.co.za → very limiting
techhub.co.za → flexible and future-proof
“Domains are hard to change later, but not impossible to do — pick something that can grow with you,” he highlights.
5. Check availability before falling in love
“Nothing hurts like branding everything… then discovering the domain is taken.”
Before finalising a name:
- Check domain availability. A domain search, such as HOSTAFRICA’s, makes this quick and painless
- Check social media handles
- Do a quick Google search for conflicts
6. Protect your brand early
Once you’ve chosen the domain:
- register common misspellings
- grab related extensions if affordable
- renew for multiple years (signals trust + avoids accidents)
Domains are cheap. Rebranding is not.
7. Simple beats clever
“Clever names feel fun in a boardroom. But simple names win in the real world,” he advises. “If customers can remember it, type it, and trust it, you’ve nailed it!”
Choose a Domain that Aligns with Your Business
A common misconception is that your domain name needs to be your business name. However, your domain does not have to be your exact business name, but it should be closely aligned with it.
“Ideally, your domain matches your business name because this creates instant clarity and trust. When customers see or hear your brand, they should be able to guess your domain without thinking too hard. That said, exact matches aren’t always available or practical, and that’s where smart variations come in.”
A domain can work just as well if it:
- Includes your business name with a natural modifier (e.g. get, try, online, hq)
- Uses a relevant extension that supports your brand positioning
- Is simpler and more memorable than the full registered business name
For example, a company legally registered as ABC Solutions (Pty) Ltd doesn’t need abcsolutionsptyltd.co.za. Something like abcsolutions.co.za or abcsolutions.com is far more effective.
“What matters most is brand consistency, not legal accuracy. Your domain should reinforce your brand, not confuse your audience. If your business name is long, complex, or includes words like “group”, “holdings”, or “services”, it’s often better to shorten it for your domain while keeping the branding consistent across your website and marketing.
“The key rule is this: If someone hears your business name once, they should be able to reasonably guess your domain — and land on your website without friction. When your domain supports recognition, recall, and trust, it’s doing its job.”
Don’t Sleep on Opportunities
“There is perhaps no single biggest mistake, but if I had to pick one, it would be the following: Not immediately starting to use the domain that you have recently registered,” Muller explains. “Many business owners secure a domain “for later” and then leave it parked, unused, or pointing to a blank page for months — sometimes years. During that time, they miss out on credibility, visibility, and momentum.
“A domain only starts working for you once it’s actively used.”
He continues to elaborate that search engines take time to trust new domains, so delaying your website launch delays your SEO progress. Potential customers who hear your brand name and type in your domain may find nothing, which silently erodes confidence. “Even a simple placeholder page with your logo, contact details, and a short description of your business is far better than nothing at all.”
Using your domain early also helps you:
- Establish brand legitimacy from day one
- Start building email addresses linked to your brand
- Protect your name from confusion or misuse
- Create a consistent online footprint across marketing channels
“In short, registering a domain is only step one. Activating it immediately — even in its simplest form — is what turns a domain from a cost into an asset.
“If you’re not ready for a full website yet, start small. A one-page site, landing page, or branded e-mail setup ensures your domain is already working for your business while you grow.
