The .WTF Domain Extension: Weighing the Pros and Cons for Business Owners

SHOUT! — The Domain Buyer’s Weekly Newsletter #14

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The .WTF Domain Extension: Weighing the Pros and Cons for Business Owners

Introduced in 2014, the .WTF domain extension has sparked curiosity and debate among entrepreneurs, marketers, and domain investors. The acronym “WTF” is often associated with surprise, shock, or even frustration, raising questions about its suitability for business use. In the crypto space the meme coin BeerCoin has received a lot of publicity. BeerCoin uses the domain name BeerCoin.wtf. They even opted for this domain when the .com was available albeit at a cost.

Pros:

1. Memorability: .WTF domains can be attention-grabbing and memorable, perfect for brands seeking to stand out.
2. ⁠Creative freedom: The unconventional extension allows for unique branding opportunities.
3. ⁠Availability: With fewer registrations compared to traditional extensions (.com, .net), .WTF domains are more readily available.
4. Affordability: Registration prices are generally lower than premium extensions.

Cons:

1. Perception: The .WTF extension may convey negativity or unprofessionalism.
2. Limited recognition: Some users may not recognize .WTF as a legitimate domain extension.
3. SEO impact: Search engines may not treat .WTF domains equally to traditional extensions.
4. ⁠Resale value: The resale market for .WTF domains is relatively untested.

Should new business owners consider .WTF?

While .WTF may not be ideal for every business, it can suit:

1. Creative agencies: Design, art, or entertainment-focused companies may benefit from the attention-grabbing extension.
2. Humor-oriented brands: Businesses leveraging humor or irony in their marketing strategy.
3. Niche online communities: Platforms catering to specific interests or subcultures.

However, for most businesses, especially those in:

1. Traditional industries: Finance, law, healthcare, or professional services.
2. ⁠E-commerce: Companies prioritizing trust and credibility.

A more conventional domain extension (.com, .net, .io) might be a safer choice.

Recent domain sales:

1.⁠ ⁠Short.WTF: Sold for $5,000 (2022)

2.⁠ ⁠GameOn.WTF: Sold for $2,500 (2022)

3.⁠ ⁠Crypto.WTF: Sold for $10,000 (2021)

4.⁠ ⁠Tech.WTF: Sold for $8,000 (2020)

While these sales demonstrate some demand for .WTF domains, they pale in comparison to sales of premium .com domains.

Conclusion:

The .WTF domain extension presents a double-edged sword for business owners. While it offers creativity and memorability, potential drawbacks include perception issues and limited recognition.

New business owners should carefully weigh these factors and consider:

1. ⁠Target audience and industry.
2. Branding strategy.
3. ⁠Online presence goals.

If .WTF aligns with your business’s unique needs and image, it might be a viable option. Otherwise, traditional extensions remain a safer choice.

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