Behind the shift from traditional to descriptive domain names — and what it means for your brand

• Historically, most businesses have built their websites using traditional domains.
• But as the digital space becomes crowded, more businesses and independent professionals are adopting a .pro domain name. 
• From gaining trust to improving SEO, there are many reasons small businesses are making the switch to .pro.

Take a glance at the browser bar of the last website you visited. Chances are the URL includes a traditional, three-letter domain to the right of the dot.

Since the invention of the internet in 1983, traditional domain names have been used across many websites. But these legacy domains aren’t always the most effective for small businesses looking to reach their customers, especially in an online space that’s more congested than ever. To get noticed, brands are adopting a .pro domain name. 

Whether launching a new business or rebranding an existing one, here are five reasons to unlock the power of a .pro domain name.

1. Accessibility

Today, there are millions of traditional domain names registered on the internet. This means when a business is searching for a new web address that closely aligns with its brand identity, there’s a good chance the desired name has already been taken. 

“In the year 2024, as people start pursuing websites, there are not a lot of traditional domain names left,” said Rachel Sterling, chief marketing officer at Identity Digital, a leader in connecting the online world with domain names and related technologies.

“You start looking, and say, ‘I might have to compromise my brand,'” Sterling said. “I might need four or five words on the left side of that dot to find one that’s available and affordable.”

A .pro domain addresses this availability issue because it’s not as common. Ultimately, as the accessibility of traditional domain names declines, personalized web addresses like .pro become a necessity. These domains allow businesses to claim a web address that effectively reflects their online identity. 

2. Establishing expertise

First impressions matter. One of the most compelling reasons to use a .pro web address is that it makes you look more professional to people interacting with your brand — especially those who haven’t yet worked with you. 

“If you’re an expert in your space or you’re offering expert services, it would make sense to use .pro, because you can put that value proposition front-and-center when somebody is doing a search for your business,” Sterling said.

According to a study conducted by Sterling’s team at Identity Digital, people gravitated toward a .pro domain because they wanted to be recognized as professionals. Architects, graphic designers, accountants, insurance providers, and other small business owners cited a preference for this domain because it provides a stamp of approval for their services. AI photo editor Cutout.pro, for example, has embraced this exact approach. 

“By including the .pro domain, they’re saying, ‘our online photo editing service is a cut above anything that you can get because we are offering professional services,'” Sterling said. 

Experts who have honed their craft need to let the world know that they are the preeminent choice in their field. The .pro web address is the top domain for establishing this professional online reputation.

3. Enhanced brand memorability 

You want to make every single character count, and you can use the right side of the dot to communicate who you are or what you stand for in a succinct and distinct way.

A .pro domain can set a business apart because it’s personalized and more descriptive than a traditional domain. That means people who visit the site are more likely to remember it. 

In this way, .pro is similar to a .vote or .green domain, Sterling said. Identity Digital’s customers are using these domain names to signal to their audience what they can expect when they visit their website. You will see get-out-the-vote campaigns promoted on a .vote website and sustainability initiatives supported on a .green domain. A .pro web address does the same for a business, indicating you’ll find unique expertise compared to industry peers or competitors. As a result, there’s no confusion and no forgetting your domain or business. 

“You’ve got very few characters in a URL to make a domain memorable, and exploring options beyond traditional domains also gives you the opportunity to have a shortened web address,” Sterling said. “You want to make every single character count, and you can use the right side of the dot to communicate who you are or what you stand for in a succinct and distinct way.” 

4. Improved search engine optimization

Google has made a significant number of changes to its search results – and each of those changes seems to have pushed the natural search results lower on the page. Now, with the launch of AI-generated results, it’s even harder for your website to get discovered organically. 

Domain names are pivotal to breaking through Google’s search rankings and attracting new customers. Sterling, a former Google employee, said it’s crucial that everything from a business’ URL to the content on its website is designed with the purpose of improving discoverability. This is where a .pro domain offers an advantage, especially when someone is searching for a professional in a specific trade, such as an electrician or landscape designer. Domains like technician.pro, landscape.pro, or even architect.pro, for example, all communicate a clear digital identity while increasing discoverability by using keywords within the URL. 

“The closer your domain name is aligned with the value your website provides, the better you’re going to appear in Google search rankings,” Sterling said.

You will see get-out-the-vote campaigns promoted on a .vote website and sustainability initiatives supported on a .green domain. A .pro web address does the same for a business, indicating you’ll find unique expertise compared to industry peers or competitors.

5. Increased trust and reliability

In a world of clickbait headlines, it’s not unusual to land on a website and discover it’s not what you expected. 

A .pro minimizes frustration for website visitors because it allows a business to demonstrate authenticity right from the start. Leading camera manufacturer Nikon, for example, launched a redirect-domain web address, Nikon.pro, specifically for professional users with a .pro web address, indicating to this audience they can find high-quality, expert equipment on the site. Meanwhile, SitePro uses the .pro website to represent its own company name, while serving as a collaborative website builder for other professionals.   

Because traditional domains have been around for decades, many businesses still cling to their familiarity, but that does not equate to credibility. The .pro domain shows a degree of proficiency and seriousness of a company that a legacy domain would struggle to achieve.

Whether it’s conveying authenticity, better SEO performance, or stronger brand alignment, a .pro domain offers distinct advantages. So, if you’re getting ready to launch a business website, it may be time to bypass a traditional domain and go for something different on the right side of the dot.  

Purchase a domain name today and unlock the potential of .pro for your brand.