What to Look for when Choosing a Domain Registrar


Your domain names, whether they are investments or an active brand and business, deserve to be kept at a great registrar.

What constitutes a great registrar can be answered easily if we utilize a simile: Power utility companies.

I had to deal with a terrible power utility company in the past, whose negative effects ended only when I moved to a new home.

Would you trust your electricity grid to a power utility company that goes down often, has a complicated online account system, and terrible customer service?

On the flip side, a great power utility company builds its infrastructure proactively, offers a clean method of managing your account, and responds promptly and politely to any issues you might be having.

Like power utility companies, great domain registrars build a solid infrastructure that allows them to manage an ever-increasing volume of domain registrations and customers. When scaled up, a domain registrar's functionality affects the quality of service. That's the first element that allows a domain registrar to either shine or fail miserably.

A domain registrar's infrastructure is comprised of three distinct elements: hardware, software, and personnel. To scale up, a great domain registrar expands its network and hardware infrastructure alliances, complementing it with reliable software, apps, and the people that run the show.

I've been through several registrars in the more than 20 years of actively registering, developing, and investing in domain names. What keeps me in one place or the other, isn't just the price, or the user experience, or the safety of my assets, or the customer service—it's all of them combined.

At Uniregistry, I've been able to witness first hand, as a beta tester, how the system is built in-house from the ground up.

Engineers took the beta testing team's feedback very seriously and implemented features that expanded the registrar's ability to predict, respond to, and eliminate issues that their customer may face. Knowing that your domains are safely managed and proactively protected is a ticket to a good night's sleep!

While the pricing of domain name registrations and renewals varies these days, I'm able to leverage the overall cost alongside the user experience I get from managing my domain names. Using the Uniregistry domain management system I can quickly sort, update, and get data related to my domains. The integrated Uniregistry Market offers a perk that I love using, and the domain brokerage team is a call away. What's not to love?

I consider myself a power user, and I do "milk" the features and settings offered to me by a domain registrar's domain management panel.

The times that I hit a wall, I had to either email or call tech support. My tickets were responded to consistently fast, and my calls were addressed in a polite, educated manner. I did not have to escalate a ticket or be switched over to a senior technician. At Uniregistry, the people manning customer service, including billing, have been known for their constant education on handling tech issues, and for their ability to handle these issues expertly.

In a nutshell: A great domain registrar manifests itself consistently well, addresses issues proactively, listens to its customers, and assists with the resolution of issues all while keeping them updated. I've used many domain registrars since 1997, and my personal experience with Uniregistry—both as a domain registrar and as a domain marketplace—allows me to recommend them without hesitation.

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