Domain Dissatisfaction: What to Do When the Good .Coms Are Gone

Whether your small business has a physical location or is online only, you know the importance of having a great website. But how much thought have you put into your website URL – more technically referred to as your domain name? A recent study conducted by Wakefield Research and funded by the .CO domain shows that many small business owners are dissatisfied with their domain and confused about the elements within the domain name. A little extra knowledge should clear up the problem, and that’s what we intend to do in this article.



When businesses want to create a website, they tend to look for a .com address, for example – However, there are over 103 million .com websites, so when you search for the perfect domain name, many of your best ideas are already taken. The Wakefield Research study surveyed 500 small businesses and found that many did not get their first choice for a domain name. Almost half (49%) have tried multiple domains before settling on their current one. “Settling” is the perfect word in this case, because half (49%) are not completely satisfied with their choice, and over half (55%) believe they’ve lost business because they did not get their perfect, first choice domain name.


Your domain name is actually more customizable than you thought. Consider “” for example. When business owners think about creating their website, they focus on getting the first part perfect. But did you know that the second part – what appears right of the dot – can also be customized?

You see, what is right of the dot is called the domain extension, and .com is one of over 200 possible domain extensions. If you didn’t know what a domain extension was until now, you are not alone. According to the survey, 39% of small business owners who thought they knew what a domain extension is actually got it wrong when asked!


Consider checking out an alternative domain extension to get your perfect domain name. Small business owners know that their web address should be easy to remember and appropriate for the industry, but there are other things to consider as well. Make sure your name is suitable for social media, accessible to mobile devices and short in length. Then do a little research on domain extensions to find the perfect option for your business. For example, the search feature on Go Daddy has over 50 domain extensions you can choose from when searching for the perfect domain name for your business.

Yes, it’s true that .com addresses are the most popular among businesses and consumers. Part of this is because it has been registered since 1985, long before many other domain extensions. But as .com addresses are running thin, other extensions are gaining steam. For example, .CO was launched as a global domain in 2010 and already has over 1.3 million domains registered, including one letter domains registered by popular businesses such as Google (g.CO), Twitter (t.CO), Overstock (O.CO) and Amazon (a.CO). If you’ve  struggled finding a good .com, it’s time you look into alternative domain extensions and find the perfect domain name for your small business.


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Jennifer Peaslee

Jennifer has a Masters in Sociology from the University of Notre Dame. She is currently working as a freelance writer, editor, blogger and researcher.

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