FreeurlYou want links that carry your name, not a random string on someone else's domain. This guide shows how to create a branded short link: you connect a domain you own, add two DNS records, and then every link you make looks like go.yourbrand.com/spring. Plan on about 10 minutes of work, plus some waiting time for DNS.
We use Freeurl's custom domain shortener for the examples, because that is what we know best. The ideas apply to any shortener that supports custom domains.
What a branded short link actually is
A branded short link is a short URL on a domain you control. Compare these two:
https://freeurl.net/x7Kp2: a generic short link. It works, but the reader sees nothing about who sent it.https://go.bluefinbakery.com/holiday: a branded short link. The reader sees the bakery's name before they click.
The branded version does two jobs. It tells people who is behind the link, and it keeps the link under your control. If you ever switch tools, the domain is still yours.
What you need before you start
Three things, and only the first one costs anything.
- A domain you own. If you already have a website domain, you can use that. If not, a registrar sells domains for a modest yearly fee.
- Access to its DNS settings. This is usually a "DNS" or "Manage DNS" page at your registrar or at a service like Cloudflare.
- A free Freeurl account. A free account can connect up to 3 domains.
Step 1: Choose between a subdomain and a separate domain
This is the one real decision. You have two options.
A subdomain of your main site, such as go.yourbrand.com. This is what we recommend for most people. Your main website is not touched, and you do not need to buy anything new. The labels go, link, l and to are common choices.
A separate short domain, such as yourbrand.link. The links are shorter, which helps on printed material and in social bios. The trade-off is an extra domain to renew each year.
One warning for the second route. Do not point the root of a domain that already runs your website at a link shortener. Visitors would stop seeing your site. Use a subdomain, or a domain that has no website on it.
Step 2: Add the domain in Freeurl
Sign in and open Domains in the dashboard. Click Add domain and type the full name, for example go.bluefinbakery.com.
Freeurl then shows the exact DNS records for your case. Keep that screen open. You will copy values from it in the next step.
Step 3: Create the DNS records
This is the only technical part, and it is mostly copy and paste. For a subdomain you add two records at your registrar:
- CNAME record. Type: CNAME. Host:
go. Value:cname.freeurl.net. - TXT record for verification. Type: TXT. Host:
_freeurl-verify.go. Value: the code Freeurl shows you.
A CNAME tells the internet "this name is an alias for that name." The TXT record proves you own the domain. Together they let Freeurl serve your links and issue an HTTPS certificate.
Registrar quirks that trip people up
Some registrars want only go in the host box. Others want the full name, go.bluefinbakery.com. If verification fails, this is the first thing to check. Many registrars append your domain for you, which makes the record end up as go.bluefinbakery.com.bluefinbakery.com if you typed the full name.
A name can only have one CNAME, and it cannot share its name with other records. If go already points somewhere, delete the old record first.
If your DNS is on Cloudflare, set the record's proxy status to "DNS only" until verification finishes. Cloudflare explains the difference in its proxy status documentation. Proxied records hide the real target, which can stop the check from finding the right value.
Why a root domain works differently
If you chose a bare domain like yourbrand.link, the setup uses an A record instead of a CNAME. DNS rules generally do not allow a CNAME on a root domain, though some providers get around it with a feature called CNAME flattening. Freeurl's dashboard shows the right record type for your domain, so follow what it displays rather than guessing.
Step 4: Wait, then press Check DNS
DNS changes can take a few minutes. Sometimes they take a few hours. Go make coffee.
Back in the Domains page, press Check DNS. When Freeurl finds both records, the domain turns green and an HTTPS certificate is issued automatically. If it stays red, re-read the host values from Step 3 and try again in 30 minutes.
Step 5: Make your first branded link
Now create a link the usual way. Paste your long destination URL into the shortener at freeurl.net, then pick your new domain from the domain list instead of the default one. You can mark it as your default so every future link uses it.
Here is a worked example. The Blue Fin Bakery wants to promote a holiday order form:
- Long URL:
https://bluefinbakery.com/shop/holiday-orders?utm_source=flyer&utm_medium=print&utm_campaign=holiday - Domain:
go.bluefinbakery.com - Custom ending:
holiday - Result:
https://go.bluefinbakery.com/holiday
The flyer now carries a short, readable link, and the tracking tags stay hidden behind it. If you are new to those tags, our plain-English guide to UTM parameters explains what each one does.
Step 6: Test it before you print or post anything
Do this every time you connect a new domain.
- Open the branded link in a private browser window. It should land on the right page.
- Check the address bar shows a padlock (HTTPS).
- Open it on your phone, off Wi-Fi, to rule out a cached result.
- Click it once, then check that the click shows up in your analytics.
A broken printed link is expensive. Two minutes of testing is cheap.
Tips for names that people trust
Keep the ending short and readable. /holiday beats /hld24b. People are more likely to click something they can understand, and they can type it from a flyer if they have to.
Use lowercase and avoid characters that are easy to confuse, like the number 1 and the letter l. If the link will be read aloud on a podcast or video, say it out loud first. If it is awkward to say, change it.
Use one consistent domain for each brand. Switching between three different short domains makes it harder for readers to recognize you, which defeats the purpose.
Honest limits and trade-offs
A branded link is not magic. It looks more trustworthy, but we cannot promise it will lift your click rate by any specific amount, and you should be skeptical of anyone who quotes a precise figure without a source.
There is also a dependency to understand. Your links only work while the domain is registered and the DNS records stay in place. If you let the domain expire, every link on it breaks, including the ones already printed. Set the renewal to automatic.
Finally, a custom domain is overkill for a one-off link. If you just need to send a URL once, a plain short link is fine. Our guide on how to shorten a URL for free covers that case, including when you should not shorten at all.
Common questions people have
Can I use my main website domain?
Yes, but use a subdomain like go.yourbrand.com. Pointing the main domain at a shortener would take your website offline.
Will old links keep working if I change domains?
Links are tied to the domain they were created on. If you remove a domain, links on it stop working. Keep the old domain connected for as long as the links are still out in the world.
Is a branded link safer for readers?
It gives readers a clue about who sent it, which helps. It does not replace common sense. Our post on whether short links are safe lists the checks readers can run on any short link, and the same checks apply to yours.
If you want the full walkthrough with screenshots of each DNS field, read how to use your own domain for short links.
Frequently asked questions
How do I create a branded short link for free?
Own a domain, add it in the Freeurl dashboard under Domains, create the CNAME and TXT records it shows you at your registrar, press Check DNS, then pick that domain when you create a link. A free Freeurl account can connect up to 3 domains. You still pay your registrar for the domain itself.
Should I use a subdomain or a separate domain for branded links?
A subdomain such as go.yourbrand.com is the safest choice for most people because your main website is not affected. A separate short domain gives shorter links but costs an extra yearly renewal.
How long does it take for a branded short link domain to work?
The setup takes about 10 minutes. DNS changes can then take a few minutes to a few hours to be found. Once Check DNS turns the domain green, an HTTPS certificate is issued automatically.
What happens to my branded links if my domain expires?
They stop working, including links already printed or posted. Turn on automatic renewal at your registrar so the domain never lapses.