Web development, design, and site optimization

In light of the competitive domain industry and the nature of the commodity product we are trying to sell we often run into situations where we offer nothing more than our competition, and at a higher price point. The result is that the industry as a whole’s focus has switched from selling domain names, to selling value-added products which require domain names. Value-added services which are pushed onto prospects as ways to add value to their brands. This is a good tactic, but again it is also a tactic used by most all providers. So again we find ourselves in a situation where need to differentiate ourselves. Our value adds are now becoming commodities in and of themselves.

Most all in the industry have built their offerings around domain names, hosting, website creation tools, email, private registrations, etc. All very good products, all necessary products, but at the same time all products that can be had from any number of providers.

So what do we in this industry need to do next? Well there are a number of things we can do. Having a physical “human” rep answer and rout phone calls rather than automated menus. Creating additional levels of “personal” service or hand-holding on top of existing offerings. Hand-hold customer migrations from other providers, especially hosting. Hold live webinars to not only share news and information about your products and services but to train customers on the use of the products and its benefits. Moderate roundtable discussions with clients where customers can share their experiences with you and other clients as well as give you feedback on what is important to them. The key trend here in my suggestions is that even though automation is the way of the future and how we have all lowered costs, we still need to maintain that human contact. The companies that will succeed long-term in the market are those who commit human resources to their clients. Some of this will seem like common sense, but believe me it is not common industry practice. And this is where the good service providers can and will be separated (in time) from those who are just bargain bin service providers.

Let the bargain bin providers have their higher number of units; you will have the customers with the highest annual revenues. You win, and your customers will win as well.

If you are involved in the domain name industry you probably know that when a domain name is registered by a registrar, the registrar has a 5-day window in which they can delete and have the domain name refunded by the registry. This is very useful in dealing with scenarios where a customer for whatever reason (maybe a misspelling) needs to cancel his/her registration. As long they contact their registrar within 5 days, there is no issue. However like all good things in life, there are less than reputable people and companies who try and take advantage of such things. And the 5 day window provided by the registry is no different, this window is being abused by what have been coined “domain tasters”.

What are domain tasters? They are a new form of cyber-squatters. Not only are they cyber-squatters, they are often times also accredited registrars. Registering domain names that infringe on the copyrights and trademarks of companies in hopes of getting quick traffic and generating quick cash. They then delete the domains within their 5 day window. So not only do they make money by taking advantage of the system, they do not even incur the costs of the domain names. Worse yet is some of these companies work together to keep these domains alive amongst each other. In other words once one deletes a name, the other picks it up only to delete it again 5 days later, and so on.

This is a practice that is sickening to consumers and even more so to the big businesses who are being taken advantage of. Well one company in particular has had enough. Dell is taking matters into its own hands. As reported in the Washington Post, they are suing 3 domain registrars: BelgiumDomains, CapitolDomains, and DomainDoorman.

I certainly hope this practice is put to an end.

Here is the news story from the Washington Post.

A beef of mine is when I come a cross a website services or hosting provider that does not offer adequate upgrade paths for its customers. These companies generally feel that they better know a particular base and rather just ignore the others. They redirect the customers on to other providers. Giving money away in the process.

What type of company commonly does this? I come across a lot of website deisgn companies, especially smaller shops, that have this practice in place. They don’t understand that that yes they can add a lower tier offering that brings them revenues without a lot of investment of time or money. A lower tier offering that gives them more in the long run. How?

Integrate with a provider to provide lower tier prospects with a browser based Website Creation tool. In most cases the solution can be hosted by the provider and the client is able to sign up and start building his/her site immediately without needing to contact for support. The costs are low, usually billed monthly. The profits are there but honestly are not the key benefit. The key benefit is you have customers that are in your system and that re that much closer to needing to “upgrade” their sites. The first place they will turn to is you. That is where you convert them from the limited functionality of a Website Creation tool built site to a custom site that is your bread and butter.

That is one example.

In the hosting specific industry I come across some who try and pass off single packages and that is it. Are you kidding me? What happens if I need more? Do I have to find another provider? What if I want less?

I think at minimum, all hosting companies should have one or more packages that address each of the following:

1- Novice: Users generaly are just looking for an inexpensive, easy to maintain online presence. This would include a domain name, email, and a website creation tool.

2- Standard: Users are beyond the need for a website creation/template based site. They are looking for entry level hosting with little requirements for anything outside of adequate amounts of space and bandwidth. These types of users would just be looking to host 1-3 domains on a package and have email in addition to their hosting.

3- Professional: These users are more advanced that the standard users. They will require more space, more bandwidth, database functionalities, and various scripts. Fantastico is also a fatastic add-on for these users. Unlimited domains are also of great importance to these users.

This is a topic I will likely touch on some more in future posts.

A key piece of advice I once received in my career is this, and I think it applies in any industry, at any level:

“Give solutions, not problems”

In other words no matter what your problem is, whether it is with a product or service your company has, whether it is with a co-worker, your boss, whatever, instead of just complaining about it come to the table prepared with ways to correct your problem. In fact you should come prepared with at minimum 2 solutions.

Anyone can complain, it adds next to zero value to the situation. Bring a solution, and you will gain respect from your peers and better chance of resolution.

One of the most influential blog posts I ever read was by the CEO and founder of GoDaddy.com.

I don’t want any credit for these so I will link to his site rather than copy and paste the post here.

http://www.bobparsons.com/My16Rules2006.html