As a domain registry, Vox Populi is always on the lookout for website owners who think outside the box and use their online namespace to create a unique identity or communicate an important message. In this series, we give kudos to the brands and individuals who are using a .SUCKS domain to do just that—and suggest how other brands can follow suit.
Who
Solomon Jones, LLP is a legal firm owned by partners Michael E. Solomon and Nikki Jones. Based in Markham, Ontario, they specialize in creditor services, small claims, landlord-tenant disputes and traffic tickets.
What
The firm registered Charged.Sucks to market how its team can help defend minor, major and serious traffic violations. According to the website, Solomon Jones will fight traffic tickets “to protect you against costly fines, demerit points and insurance rate hikes”—whether you’ve been busted for speeding, distracted driving or failing to remain at an accident (among other charges).
Why
In a typical year, Ontario drivers receive over 506,000 tickets, collectively. To help people find a legal representative, Solomon Jones registered a website that specifically addresses the challenge traffic violators face: being charged.
Bold and creative marketing tactics like this are essential in today’s crowded online environment; a .SUCKS domain sets Solomon Jones apart from the firms that only use standard domains. Even Solomon Jones’s primary website is hosted on something other than .com—clearly the firm knows a thing or two about diversifying its domain portfolio.
Our Thoughts
We love that Solomon Jones is using Charged.Sucks to promote how it can help fight against traffic violations, but we don’t understand why the firm hasn’t registered .SUCKS domains for it’s other services.
If you ask us, DebtRecovery.Sucks, SmallClaimsCourt.Sucks and MyTenant.Sucks all seem like perfectly viable options (and they’re all available). Registering additional domains would widen Solomon Jones’s net, creating more touchpoints for customers who are eager to get a legal professional on their side.
Being charged sucks—but it’s certainly not the only challenge consumers face today. Find out how your business can follow in Solomon Jones’s footsteps and use a .SUCKS domain to bolster marketing efforts.
Photo Credit: RossHelen / Shutterstock
