"Dot-Pro" Widens the World of Web Names for CPAs.

Despite a certain amount of controversy, this past fall the Internet Corporation for Assigned Names and Numbers (ICANN) selected seven new registries for top-level domains (TLDs), including one aimed at professionals like CPAs--the "dot-pro" designation.

WIDENING THE MARKET

Last year ICANN allowed registry companies to apply for new top-level domains. Forty-seven applicants paid a non-refundable $50,000 fee to ICANN to try to get their TLD approved. In November, ICANN selected seven: aero--to be used by the air transport industry; biz--for commercial businesses; coop--for cooperative businesses; info--unrestricted use; museum--available to museums; name--for individuals; and finally, pro--for use only by verifiably-licensed accountants, physicians and lawyers. With the selection of dot-pro as well as the other new domain extensions, these registry companies claim that ICANN is helping to promote badly needed competition in the registry industry.

The dot-pro top-level domain will be administered by RegistryPro--a joint venture formed by register.com and Virtual Internet. RegistryPro is in the process of creating sub-domain strings tailored to specific professions, such as doctors, lawyers and accountants, which would allow consumers to distinguish among professionals. For example, a licensed CPA would be eligible to register as JoeAccountant.cpa.pro, to let users worldwide know that he is credentialed in his field.

DISTINGUISHING CPAs

Distinguishing CPAs from the milieu, according to Shonna Keogan, a spokesperson for register.com, is the primary benefit of the dot-pro domain. "If someone seaches for Coke on the Internet, it's not certain that what they find will be the official company site. With dot-pro there is no doubt--you have to prove who you are in order to get the name. Potential clients will know that you are who you say you are."

Keogan likens the association to the dot-gov designation--a TLD available only to official governmental bodies. "The advantage that is key to customers choosing a dot-pro over a dot-com is that users can see those three letters at the end and know that it means something. For example, if you see dot-gov you know it's a legitimate site. The problem today with dot-corn is that users have no idea of what they're dealing with."

Keogan adds, dot-pro validates the extent to which CPAs are true professionals. A dot-pro address on a business card, not only tells clients how to find you, but also guarantees that you are certified.

IS IT FOR YOU?

Ilene Eisen, CPA and owner of Monterey-based ie Solutions bought the dot-org domain name because all of the dot-coins and dot-nets with her name were taken. "I'm fazing out the dot-org, because it's not commonplace--it never felt right," says Eisen. "The problem is, for most CPAs, you're dealing with registering last names. For CPAs with common last names it's simply hard to get a dot-corn. If you have a common name, jump on the [dot-pro] bandwagon because you won't be able to get a dot-com."

Other CPAs see dot-pro as a potential marketing tool, but caution against giving up a dot-com too soon. "My impression is that dot-pro has more marketing benefits rather than assisting to drive traffic to your Web site," says Susan Bradley, partner and network administrator with Fresno-based Tamiyasu, Smith, Horn & Braun. "You would not want to have the Web site 'JoeAccountant.cpa.pro' if someone else already has 'JoeAccountant.cpa.com.' It would be confusing if you don't own both domain names. The knee jerk reaction to finding any Web site is the dot-com. Whatever you have, if you don't also have the dot-com you're at a disadvantage."

No matter if you choose dot-pro or dot-com, Eisen adds, "It's helpful for people to have a personal identity rather than merely an Internet provider's name in the address. It sends a message that you are technology-savvy and it's easier for clients to remember."

COMING SOON

The new TLDs will be available after final negotiations with ICANN. Keogan predicts the dot-pro domain will be available for registration by second quarter of this year.

Pre-registrations are not possible, per ICANN policy. However, expressions of interest can be noted and will be considered pending verification of credentials, and if no one else challenges the claim. According to Elana Broitman, register.com's director of policy, "You can get your foot in the door now. You can put your interest in, so that is in a queue," adding that they are developing a randomized program to mediate naming conflicts. For more information, visit http://www.registrypro.com.

Deanna McCrary is a CalCPA editor and writer.