Demand Media has announced a new web publishing service that it says is designed specifically for new gTLD registrants, at the category-killing domain Designs.com.
Designs.com will provide users with tools to quickly build web sites for their new domains, with no coding experience required, according to the site.
Conceptually, there’s nothing new about selling do-it-yourself web site building services alongside domain names of course; they’ve been around for over a decade.
But Demand says it’s tailoring the product to niche gTLDs, promoting certain features depending on the gTLD string in which the customer has bought. From a press release:
“A consumer using .FAN needs features related to sharing, ‘liking’ and growing a community, while a professional using .ARCHITECT needs features related to a strong visual portfolio and self-promotion,” explained Nick Nelson, general manager of Designs.com for Demand Media. “Until today, tools and templates have been designed for no-one in particular. New gTLDs are for specific audiences, so we must have tools that create a web presence with the same tailored approach, making the website and web address inseparable.”
It’s exactly the kind of marketing effort that new gTLDs are going to need if they’re going to be successful, particularly if they’re targeting greenfield opportunities such as small business owners.
Based on the little we know today, it almost sounds like innovation.
The Designs.com service will be made available via partnering registrars, according to the company. We can only assume that eNom and Name.com are a shoo-ins.
On the registry side, there’s nothing stopping the company adding the service to pretty much every new gTLD for which, as a registrar, it is accredited.
Demand has 26 active new gTLD applications and has rights to buy into about 100 of Donuts’ gTLDs, should they be approved by ICANN and win their contention sets.