Choosing the right domain: .ch, .com or both?

Before a website even exists, a decision is made that will accompany you for years: the address under which you are reachable online. Choosing a domain sounds like a trifle, but it is rather like choosing the location of your business premises. It appears on your business card, in your email address, in your Google listing. And moving later is a hassle. That is why it is worth thinking the question through calmly once: .ch, .com or both after all?

I build websites for SMEs in the Schaffhausen and Winterthur region, and this question comes up on almost every project. Here is my honest view, without technical gobbledygook.

What a domain actually is

Your domain is the address someone types into the browser to reach you, for example your-company.ch. The rear part, that is .ch or .com, is called the ending or «top-level domain». This ending sends a signal: it says where you are at home and who you are addressing.

The good news: a domain costs little, usually between 10 and 20 francs a year. So you can afford more than one without it hurting. That is exactly what becomes important in a moment.

.ch, the home signal for Swiss companies

If your customers are in Switzerland, there is hardly any way around .ch. This ending says at a glance: «This is a Swiss company.» That creates trust, and for several reasons:

• Familiarity: Swiss people recognise .ch instantly and type it almost automatically. It comes across as serious and locally rooted.
• Local findability: A .ch address is a clear signal to Google that you are relevant for Switzerland.
• Proximity: Anyone working regionally, tradespeople, practices, hospitality, consulting, signals with .ch that they are on the spot and not somewhere abroad.

For the vast majority of SMEs with Swiss customers, .ch is therefore the right main address. You will also find more on local visibility in my other articles.

.com, when the international ending is worth it

The ending .com is the best known in the world. It stands for «commercial» and international. It is the right choice if your business reaches beyond the national border:

• You also sell to or advise customers abroad.
• You are a brand that wants to be perceived internationally.
• Your offering is borderless by nature, such as software, online courses or digital products.

For a purely locally active joinery in Winterthur, on the other hand, a pure .com address is rather unusual, it can even be confusing, because it seems less «Swiss». The ending should suit your business, not the other way around.

Securing both, the pragmatic middle way

In practice, I recommend many clients to secure both endings, and there is a simple reason for that: an additional domain costs next to nothing, a missed one can become expensive.

Here is how it works: you choose one ending as your main address, for Swiss SMEs usually .ch. You register the second ending as well and simply redirect it to the first. If someone accidentally types .com, they still end up with you. This brings you several advantages at once:

• Brand protection: No one can grab your name with the other ending.
• No lost visitors: No matter what someone types, they find you.
• Room for later: If you grow abroad, you already have the right address in hand.

The only important thing: one address remains the official one that you use everywhere. Otherwise you scatter your efforts, and Google too prefers a clear line over two equally weighted addresses.

What to look out for in the name itself

The ending is one half, the name in front of it the other. A few tried-and-tested rules when you choose your domain:

• Short and pronounceable: You should be able to give the name over the phone without spelling it out.
• No hyphen deserts: mueller-and-son-ltd.ch is tiresome. Less is more.
• Avoid special characters: Umlauts like ä, ö, ü work technically, but often cause confusion. When in doubt, write them out (ae, oe, ue) or avoid them.
• Think future-proof: A name that describes only a single product becomes tight as soon as you expand your offering.

Who owns the domain, an often overlooked point

If you have a domain registered, make sure that you yourself are entered as the owner, not your agency, not your web developer. The domain is your digital business premises; it should belong to you. With me, clients always get full access and are listed as the owner themselves. If you part ways later, you simply take your address with you. This one question saves a lot of trouble later.

Choosing a domain is not rocket science, but it is a decision best made right the first time. For most Swiss SMEs, my honest recommendation is: .ch as the main address, secure .com and redirect it, choose a clear and short name, and have yourself entered as the owner. If you are unsure which combination suits your plans, we will gladly look at it together, simply get in touch with me.