How Indie Hackers Name Their Products & Buy Domains

In today’s digital start-up landscape, indie hackers – independent entrepreneurs who build, launch, and monetise products on their own or with very small teams – are increasingly taking centre stage. Their resourcefulness and lean approaches are reshaping software, digital tools, platforms, and even creative projects across the globe. One of the most crucial, yet deceptively challenging aspects of launching any indie product is choosing its name and securing the right domain. This article will explore how indie hackers approach naming, the process of buying domains, the psychological factors, trends in branding, and actionable insights that every aspiring product creator should know. Whether you are considering your first software-as-a-service, launching a digital newsletter, or building a community, the art and science of naming and domain selection is central to gaining attention, trust, and ultimately traction in the market.

The Indie Hacker Mindset

To fully understand the indie hacker naming journey, one must first understand the mindset underpinning these creative builders. Unlike large corporations, indie hackers typically have limited budgets. They often operate with a strong sense of urgency, impatient to validate their ideas and achieve early revenue. This sense of speed shapes many of their decisions, including naming and domain buying. It is not unusual for an indie hacker to start building before the name is even chosen, letting product functionality inspire branding, or to rapidly pivot names based on early feedback from potential users. The ethos is one of experimentation and adaptability – a name is vital, but it is rarely set in stone at the earliest stages.

What Makes a Good Name?

When pondering what makes a good product name, indie hackers grapple with several dimensions. First and foremost, the name must be memorable. In a world with endless apps and websites, if your audience cannot recall your product’s name after a single mention, you are already at a disadvantage. Next, the name must be pronounceable. Especially when marketing relies on word-of-mouth or podcasts, a confusing name can significantly hinder discovery. Originality is equally prized; the name should not be easily confused with existing businesses, to avoid legal challenges and ensure distinct search result pages. Many use invented words, novel combinations, or clever twists on familiar terms. Finally, indie hackers think about market positioning – does the name hint at what the product does, or is it abstract (to allow for pivots and expansions)? Balancing specificity with future-proofing is a continual challenge.

Sources of Inspiration

Product naming is part science, part art. Indie hackers draw inspiration from a wide range of sources. Language play is common – many will combine two relevant words (like “Notion” combines ‘note’ and ‘motion’), invent puns, or adapt foreign words. Thesaurus browsing is another favourite tactic, seeking uncommon synonyms that might sound fresh to their intended audience. Brand generators and AI-powered naming tools, such as Namelix or Wordoid, can churn out ideas based on thematic keywords. Sometimes, inspiration strikes from the product’s unique selling point, its intended audience, or a personal story behind its inception. Online communities such as Indie Hackers and Product Hunt also serve as creative springboards, allowing makers to test ideas, gather feedback, and iterate quickly.

Checking Name Availability

No matter how perfect a name sounds, one must ensure it is available for legal use and online branding. Indie hackers first check for existing trademarks, typically via public databases like the UK Intellectual Property Office or the US Patent and Trademark Office. This is not just a legal necessity; owning a unique name can also be a significant moat against competitors.

Domain availability is often the single biggest gating factor. The .com extension is still the gold standard, perceived as more credible and memorable, but competition is fierce. Many indie hackers are forced to add qualifying words (‘get’, ‘app’, ‘hq’) or embrace alternative extensions (.io, .dev, .co, .ai, .app, etc.), especially within tech-driven sectors. Social handle availability is also vital, especially for Twitter/X, Instagram, and Facebook. Tools like Namechk or BrandSnag help indie hackers rapidly check domain and social handle availability in one sweep.

The Art (and Stress) of Domain Buying

Finding an available domain that matches the chosen name is among the most daunting aspects of the indie hacker journey. The ‘perfect’ name may already be registered, sometimes even by inactive parties or “domain squatters” who list generic or buzzworthy domains at high prices. Indie hackers must decide whether to compromise on their name, alter their spelling, add modifiers, or consider purchasing from the current owner.

Negotiating with domain owners can be tricky. Many use domain brokers, marketplaces like Sedo and Dan, or direct email outreach to inquire about a domain’s price. Indie hackers with small budgets generally favour patience, waiting for domains to expire or seeking out affordable alternatives. Platforms such as Namecheap, GoDaddy, and Google Domains remain popular for fast, simple registrations, while expired domain auction sites (like ExpiredDomains.net) sometimes offer hidden gems for thrifty builders.

Emerging Trends in Indie Hacker Branding and Domains

A notable trend in the indie hacker community is increasing comfort with non-.com TLDs. What once was seen as a sign of an amateur project is now accepted, if not celebrated. Innovative use of extensions like .io, .co, .dev, and .ai signals a product’s affiliation with tech, startups, or a global mindset. Portfolio sites frequently showcase projects across several domains. Many indie hackers proudly share stories of growing sizeable ventures on .io or .app, later acquiring the .com as their product gained traction and revenue allowed it.

Another trend is the “open building” movement. Indie hackers often share every step of their journey via blogs, Twitter/X threads, and behind-the-scenes platforms like Build in Public. Naming decisions and domain buying stories – both triumphs and misadventures – are public learning moments for other founders. This transparency has fostered a supportive ecosystem where both naming creativity and cautionary tales can be shared openly, benefiting the next wave of creators.

The Psychological Component: How a Name Shapes Product Identity

It is impossible to overstate the psychological impact of a product’s name and domain. For makers, a good name can boost confidence, clarify marketing, and provide a real sense of “launch momentum.” For customers, a well-chosen domain creates trust and signals credibility. There is a subtle interplay: a confident indie hacker can “sell” even a quirky name through good branding, while a boring or generic name can lead to lacklustre engagement even with a robust product. This tension means that naming and domain buying are about more than just registration processes – they are about crafting a narrative for your early adopters, investors, and future team members.

Learning from Failed and Successful Indie Names

Stories of naming “fails” abound in the indie hacker world. Sometimes the issue is legal – a promising app has to change names mid-launch due to a cease-and-desist from a larger company. Other times, linguistic issues arise; indie hackers may realise after launch that their name means something inappropriate in another language, or is difficult for non-native speakers to pronounce. There are also tales of missed opportunities, where a team chooses an obscure TLD extension only to find their audience searching for a .com competitor instead.

Conversely, successful naming stories demonstrate diligence and creativity. Indie hackers who spend extra time validating their name across languages, domains, and social platforms often reap long-term brand benefits. Several now-famous SaaS tools began with modest or quirky domain names, growing into their identities and acquiring “premium” domains later. Those who involve their early users and community in the naming process often find that engagement and excitement for the product increases, creating a sense of joint ownership and loyalty.

Tools and Workflows for Indie Naming and Domain Selection

Modern indie hackers benefit from a suite of lightweight but powerful tools tailored to the naming and domain selection journey. Automated brand generators offer quick brainstorming relief during mental blocks. Domains are often checked in bulk using registrar platforms that offer real-time availability info and fast registration processes. Branding communities like Indie Hackers and Makerlog host feedback threads, where makers can post shortlists of names and gather votes and opinions. Collaborative spreadsheets and mind mapping apps are used to visualise choices, pros and cons, and alignment with core product values.

AI tools are also playing an increased role, analysing naming patterns, suggesting variations, and even evaluating pronunciation or linguistic pitfalls. This tech-augmented process streamlines decision-making, helps avoid costly mistakes, and enables indie builders to quickly move from idea to registered domain and live prototype.

Timing: When to Commit to a Name and Domain

The question of when to “lock in” a name and domain is a perennial one. Some indie hackers argue for early commitment, believing that a name and domain signal seriousness to both users and investors. Others prefer to wait until prototype feedback is positive, avoiding sunk costs if a pivot is needed. There are risks in both directions. Waiting too long may result in losing your favourite name or domain to another registrant. Moving too soon may waste time and money if a rebrand becomes necessary. Most prudent indie hackers register several likely candidates as placeholders early, expecting to drop unused ones later. This hedging approach ensures continued flexibility while mitigating potentially expensive last-minute domain purchases.

Case Studies and Lessons from Indie Launches

Examining real-world indie projects provides insight into both the process and mindset of product naming and domain selection. Consider the case of a developer who built a time-tracking tool and named it “FocusBee”. The .com was unavailable, but “FocusBee.app” was open and affordable. Rather than engage in aggressive negotiation for the .com, the developer launched on the .app, publicised the story, and built traction. A year later, once the app was profitable and its brand established, the owner of the .com agreed to sell at a reasonable price. The app’s community never suffered confusion, thanks to consistent branding and messaging.

Contrast this with the story of a podcast tool originally called “PodPilot”. After months of development and launch on “podpilot.co”, a legal challenge arrived, as “PodPilot” was already trademarked by an American company. Forced rebranding led to costs in design, marketing, user communications, and some loss of early momentum. The team relaunched as “BriefCast”, double-checking all name, domain, and trademark implications before their renewed push, and went on to gain more traction as a result.

Yet another successful example involves a group who created “Chatter”, a browser-based chat room platform. Recognising the impossibility of acquiring “chatter.com”, the team launched as “chattr.app”, weaving the creative spelling into their design language and messaging. Their audience embraced the playful difference, and the brand soon became associated with innovation rather than limitation.

The Ongoing Evolution of Indie Naming & Domains

As indie hacking matures, so too do the practices and conventions around product names and domains. There is more willingness now to take bold creative risks, as audiences become accustomed to a wider array of nontraditional web addresses and product names. No-code tools, rapid prototyping, and app marketplaces have made the cost of launching – and relaunching – lower than ever, which indirectly encourages experimentation in branding. Indie hackers trade tips, templates, and stories of brands built and rebuilt across multiple domains as they adapt to emerging needs and market trends. The new landscape rewards adaptability, creativity, and a willingness to keep moving should a chosen name or domain hit an unexpected roadblock.

Legal and Ethical Considerations

No discussion of product naming is complete without covering the legal and ethical aspects. Trademarks are the most obvious risk, but copyright, cybersquatting, and unfair competition laws are also relevant. Indie hackers are generally pragmatic – they do not conduct exhaustive legal checks for hobby projects, but become more diligent as their products grow or seek funding. Respect for existing brands, domains, and trademarks is considered good practice, both legally and for industry reputation. Many are also careful to avoid misspellings or lookalike domains that might mislead users, viewing ethical branding as part of their long-term user trust strategy. As global reach becomes more common (with users from many countries), checking name meanings, connotations, and trademark risk across multiple regions is increasingly prudent.

Adapting the Naming Journey for New Sectors

While much of the indie hacker landscape is dominated by tech, SaaS, and digital publishing, the principles of naming and domain selection extend to other arenas, including ecommerce, online education, creative works, and membership communities. Each sector comes with its own quirks – ecommerce may require shorter, product-specific names and secure payment branding, while education platforms might favour trustworthy-sounding names that signal expertise and safety. Indie hackers in these niches often learn from cross-industry peers and adapt their decision-making processes accordingly, but the essential challenge – balancing creativity, practicality, and availability – remains consistent.

Global Reach: Naming for an International Audience

As remote work and digital products transcend geographical borders, indie hackers are increasingly aware that their product name and domain may be their first point of contact with a global market. Linguistic research, cultural resonance, and potential for misunderstanding are increasingly high priorities. A digital app that sounds innovative in English may carry negative connotations elsewhere. Indie hackers now frequently poll international users when shortlisting names, consult translation tools, and monitor early user feedback for unanticipated confusion or misinterpretation. This extra diligence not only prevents embarrassment, but can help uncover branding opportunities that are region-specific or highly resonant with certain audiences.

How Indie Hackers Budget for Naming and Domains

Budget is almost always a constraining factor. Indie hackers, by definition, often launch with little or no outside investment. Naming tests, domain registrations, and legal advice all cost money. Many allocate a small “brand war chest” early, expecting to spend on at least basic domain registrations for possible candidates. Premium domains (short .coms, one-word names) are often too expensive, but these makers are creative. They might leverage early revenue or crowdfunding to acquire the best name later, or negotiate payment plans with domain sellers. The most strategic view domain spend as an investment, understanding that a memorable, credible, and clear home on the web pays compounding trust dividends over time.

The Human Touch: Community and Peer Feedback

In the world of indie hacking, the journey is rarely solitary. Feedback from other makers can be a vital “sanity check” on both name ideas and domain choices. Online forums, feedback rounds, demo days, and launch posts are peppered with naming polls, user suggestions, and public brainstorming sessions. This openness often leads to refinement, pivots, or sometimes the discovery of an entirely new direction. Seasoned indie founders often recount how their communities spotted a negative connotation or suggested a synonym that proved more powerful. This collaborative spirit has become an unofficial hallmark of the indie hacking process, vastly improving name quality and reducing the risk of branding misfires.

Key Takeaways

Naming and domain buying for indie hackers reflects equal parts creativity, practical challenge, and adaptability. The best names are available or easily attainable across domains and social media, clear to a global audience, and future-proofed for pivots. Modern indie hackers invest early effort in validating names against trademarks and ensuring domains are immediately registerable, even if only as placeholders. Openness about the naming journey accelerates learning and builds vital community goodwill. Flexible budgeting, creative negotiation with domain holders, and smart use of modern brand and naming tools smooth the journey. Ultimately, a successful name and domain empower indie hackers to project confidence, build trust, and foster early engagement from users – all while leaving room for the product to evolve alongside its audience.

Conclusion

The process of naming indie products and acquiring the right domains is at once more accessible and more nuanced than ever. Today’s indie hackers operate in an ecosystem where established branding wisdom collides with new, more playful conventions – and nobody is too small to aim for a big impact. A well-chosen name and domain serve both as a product’s first pitch and as its digital foundation, critical for attracting users, press, and even investors. By combining community wisdom, modern tools, an eye for legal safety, and relentless pragmatism, indie hackers now have more ways than ever to create lasting brands that compete with even the largest players in the market. By embracing flexibility, openness, and a willingness to adapt, the next wave of indie makers will shape products – and their branding – that are just as innovative as the technologies on which they build.