Domain offerings tend to be pretty straightforward. An SMB, creator or entrepreneur looks to secure real estate online, leading them to purchase their unique domain name. They choose their domain and continue on their business journey, deciding how to build a website, how to set up digital marketing campaigns and more.
But domain innovation is an untapped power. There are so many ways to work with domains and so much underutilized opportunity, from enabling small businesses to better envision their new domain and website, to paving more accessible and plentiful roads toward a successful purchase.
To reel in customers, a B2B partnership with a company that offers the best in domain and web innovation can be exactly the key.
Let’s look at some examples of domain innovation:
One step beyond the domain
Sometimes it’s not about the domain itself, but what comes afterward. Giving customers a glimpse into what their domain purchase can lead to—a complete and custom web presence—is a convincing way to encourage a decision.
Take Wix for example. The Wix platform is the best web builder for SMBs. With top expertise in both websites and domains, the company can connect the puzzle pieces of an SMB’s journey.
Wix’s website preview solution, also available externally, allows customers to see a sample website that matches their potential domain.
Say a baker named Terry decides to start a business selling homemade organic cakes and desserts. Terry is interested in a domain called terryorganicdream.shop. But they aren’t quite ready to make the leap online. The custom domain looks nice, but the idea of building a website and selling online is intimidating. Plus, Terry isn’t much of a designer. The thought of a new project makes them drop out mid-journey, step away from the screen and focus on their next batch of cookies instead.
Now imagine that as soon as Terry chooses their domain, they have the opportunity to see a full-blown website preview. The site is an online store showcasing Terry’s mouth-watering desserts, with a quick button to order. And the brand name “Terry’s Organic Dream” is already displayed front and center on the homepage, in a playful font with vibrant colors. Suddenly building and launching a website is not a distant or difficult dream, but an exciting and promising reality just within reach.
Making the domain offering proactive
Let’s go back to the earlier stages of the domain journey.
Domain name generator
Besides the usual domain name search, customers may be more engaged by the experience of a domain name generator. Unlike a regular search, a domain name generator is a proactive tool that leverages AI to offer customers a fitting domain. Customers are prompted to enter a keyword or phrase related to their brand, and the tool comes back with a slew of relevant domain name options.
Domain name suggestions
Then there’s domain suggestions. With this tool, customers enter a potential domain name and receive the best-match options that are available. The tool is like a professional partner, highlighting one or two top recommendations to guide customers and streamline the selection process. A full list of additional available options is also provided in case the customer wants to explore different directions.
Domain extensions tools and resources
Another strategy in domain registry is educating customers on the different popular domain extensions available to small businesses. While .com still remains the most popular top-level domain worldwide, there are many other worthy options out there that are gaining traction. The Internet Assigned Numbers Authority currently lists over 1,500 domain extensions—that’s a whole world of real estate for small businesses to explore.
Providing customers with educational resources like blog articles, videos and quick tips can support them in their domain name search and TLD selection. From business type extensions like .shop or .org to locations like .us or .world to more creative options like .pro or .today, raising awareness of domain extension options can empower creators and small businesses and give them a new outlook on their future online presence.
Link in bio products
For certain customers like artists, influencers and entrepreneurs, there is another great way to supplement their domain name. These customers may be looking to claim their personal identity online with a relevant domain extension like .bio, .me or .link. Offering this together with link in bio products creates the perfect combination. It lets customers strengthen and connect the dots of their online presence, from domain to website to social media.
Domain innovation with B2B partners
Innovation, like happiness, is best when shared. B2B partnerships provide a way for brands to join forces in creating the most enticing domain offering for small businesses, without having to develop all the solutions in house.
For example, Name.com partnered with Wix to offer websites to customers, helping to provide them with a full online identity. The partnership includes Wix’s website preview solution, showing customers what their potential website would look like based on their domain name preference. In the first period, Name.com saw a whopping 551% increase in web builder sign ups compared to their previous free trial offering. The right innovative solutions from the right B2B partner can completely revamp an offering.
VistaPrint partnered with Wix to offer customers both domains and websites. Through Wix’s unique Domain API, Vista is able to provide customers with a fully functional domain name checker and suggestions, right on its own marketing pages. Customers can then build out their own website from there, or choose to do so first before purchasing a domain. This partnership allows Vista—best known for print, logo and design—to provide the next step in best-in-class online branding and business solutions to customers.
With so many innovative ways to work with domains, those in the industry face three options: develop competitive solutions in house, partner with a leader in domains and website building, or find the balance in both. Those with the power to shake up domain offerings will see the impact directly in their customers’ success.
Learn how a channel partnership with Wix can drive growth for your business and your SMB customers.