If you’ve done a Whois search this afternoon using DomainTools, it’s likely you noticed that the DomainTools website underwent a major redesign. Along with the redesigned website, the company also revealed a new, black and white logo.
The tagline in the main image states “every online investigation starts with DomainTools,” and I believe the tagline gives away who the company is targeting with this redesign. Domain investors use DomainTools religiously. Most people who are professionals probably couldn’t function as well (or as comfortably) without using DomainTools. The number of domain investors pales in comparison to the number of lawyers or private investigators who also use DomainTools, and I think the redesign reflects this.
I reached out to DomainTools CEO Tim Chen to ask about the redesign, and he essentially confirmed the redesign was to target a different audience. “Over the last 2 years we have seen increasing interest from the network security and cybercrime investigation realms, and wanted to speak to that audience more directly,” he said.
From my vantagepoint, it does not appear that the company is launching any new tools or services along with this design update. In fact, it looks like all of the tools that were in the header before are still listed, with a different design overlay. Just about all of the tools I use every day can be found under the Products link in the top header. Landing pages for Whois look ups and and the Whois history tool do not look like they’ve been changed, aside from the redesigned skin.