How to Name Your Small Business
Your business name is the first impression you make — online and in person. Here's how to choose one that works for SEO, word of mouth, and long-term growth.
2 min read · Updated 2026-05-11
Short answer
A good business name is easy to spell, easy to say, and easy to remember. Check that the .com domain is available and there's no trademark conflict before committing. Avoid hyphens, numbers, and names that only make sense if you explain them.
The criteria for a good business name
Easy to say — can you say it aloud without spelling it? If you have to say "that's spelled K-O-N-N-E-K-T with a K," it's too complicated.
Easy to spell — when someone hears your name and tries to find you online, can they type it correctly? Unusual spellings create friction.
Easy to remember — would someone remember it 3 days after hearing it once? Simple beats clever.
Available as a .com — your .com domain should match your business name exactly (or close to it). If someone else has the .com, reconsider.
No trademark conflicts — search the USPTO trademark database (tmsearch.uspto.gov) and do a Google search. A name collision with an established business in your industry is a legal and marketing problem.
Types of business names
Descriptive — tells customers exactly what you do: "Austin Roof Repair," "Manchester Dog Grooming." Good for local SEO; limited as you expand.
Founder's name — "Smith & Sons Plumbing," "Maria's Kitchen." Personal and trustworthy; harder to sell the business later.
Abstract/invented — "Apple," "Zappos." Highly memorable; takes more marketing to establish what you do.
Acronym — "IBM," "H&R Block." Works when established; unknown before that.
Most small businesses do best with descriptive or founder names. Abstract names take substantial marketing investment to build recognition.
How to check availability
- Search the name on Google — are competitors using it?
- Check domain availability at namecheap.com or godaddy.com
- Search business name databases in your state/country
- Search the USPTO trademark database
- Check Instagram, Facebook, and other social handles
Do all five before designing a logo or ordering business cards.
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