DomainTools Launches Revamped Website |
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DomainTools Launches Revamped Website


DomainToolsLogo2013If 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.

About The Author: Elliot Silver is an Internet entrepreneur and publisher of Elliot is also the founder and President of Top Notch Domains, LLC, a company that has sold seven figures worth of domain names in the last five years. Please read the Terms of Use page for additional information about the publisher, website comment policy, disclosures, and conflicts of interest.

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Comments (12)

    Tia Wood

    I do not like the black and white logo. 🙁 Looks grainy on their website.

    November 1st, 2013 at 4:58 pm

    Mike Grala

    Yup the older logo looks better than the new one. They need to do something different with it. Also on the mobile version the logo goes outside of the content and it needs some revisions.

    November 1st, 2013 at 5:15 pm


    I can confirm I didn’t design anything on 😀

    Regarding the old vs new argument, they have shared their reasons: a change of target audience.

    So let’s all get used to it.

    November 1st, 2013 at 5:37 pm


    “The redesign was to target a different audience”:

    Never forget your roots.

    November 1st, 2013 at 6:30 pm

    Elliot Silver

    My feeling is that I don’t care how the site looks as long as I can easily find the tools I use daily.

    November 1st, 2013 at 6:32 pm

    Randall Cooper

    Hey Elliot,

    I liked the old design better but I am not much in the norm for designs. I like color and to use your imagination.

    When building a website I think its like carrying a conversation.
    1. It needs to have life. (color)
    2. has be to to follow or navigate. (Navigation and fine what you need.)
    3. Can capture the audience. (Coded, color, and navigation.)

    Elliot, Your Blog as always been a nice one to have you hire the right people and I am sure you do some your self of the design and placement of banners which give it color and vibe. (@TiaWood and @Acro)

    I can give you a recent example of poor build,, while it had color and was needed its somewhat hard to navigate and use due to crashing.

    While the new design of DomainTools is coded well and responds quickly when you hover, I still prefer more color. Either way I will use DomainTaools still.

    November 1st, 2013 at 9:12 pm

      Elliot Silver

      I don’t have the background to give commentary on the design of their site. Their tools are still the best, and as long as those are there, I will continue using them daily.

      November 1st, 2013 at 11:38 pm

    domain buyer broker

    Design is fine but they have to stop that annoying drop down on the whois page.

    Every time I visit a whois page the content shifts down because I moused over the products or solutions tab.

    I can’t be the only one this affects.

    November 2nd, 2013 at 9:03 am

    John Colascione

    Noticed it this morning. I’m not really concerned what it looks like. Yep, it’s that good.

    November 2nd, 2013 at 10:42 am


    Nice article.

    December 29th, 2013 at 7:17 pm

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