I’ve been meaning to write this blog for quite some time. A recent painful experience reminded me that I really needed to get it out there so others can learn.
Over the past year or so PWB has moved to STRONGLY recommending to our clients that they own their URLs. We’ve seen far too many situations where a third-party purchased a URL on behalf of a client. Then the client and the third party part ways, or they go out of business, or something else changes.
Avoiding Domain Transfer
Now the client needs a domain transfer. On the surface, this seems like a simple enough process. And generally, it is. Except when it’s not. We’ve had a few go badly. Generally it’s when moving a URL from a re-seller to a more mainstream registrar. So far we’ve only lost one – a back-up URL that wasn’t key. But we’ve certainly had more than a few hair-pulling moments.
Buying a URL is simple, it puts you in control, and it ensures that you retain control over a key marketing asset. We recommend consolidating all of your URLs with a single registrar to simplify renewals and management. If possible, we like to take it a step further and suggest consolidating your URL registration with your hosting provider. This way everything’s in one convenient place. We like GoDaddy for their simplicity, uptime, and top-notch on-phone customer support – but there are certainly others.
While we’re on the topic, if you’re considering an acquisition, make sure the rights to the URL are included in your terms. While this may seem obvious, it’s an easy detail to overlook in a complex transaction.
We’ve even gone so far as to stop purchasing URLs on our client’s behalf. Own your assets. If you do, the potential risks of losing a URL go down significantly. We hope this helps even one marketer avoid a difficult situation.