We got a 1 Star Review on Trustpilot

We received a one-star review because StockScams.com was listed for sale on our marketplace. Yes, really.

The reviewer confused a domain we were selling with the business we operate. Listing StockScams.com does not mean Saw.com runs a business under that name. It could just as easily become a website that helps people identify stock scams. I had to chuckle because if someone is in on "stock scams," why on earth would they be that blatant? If it was me, I would at least try to hide myself as the FBI did on The Simpsons:

But that misunderstanding reminded me of something we see every week.

People visit descriptive domains, see the name and expect to find the business itself. Even when the page clearly says the domain is for sale.

In the last couple of weeks, we have heard from:

1. A car dealership asking how much it would cost to spray a truck bed.
2. A person trying to book a hotel room.
3. A realtor trying to remove a listing from the sale page.
4. A woman named Evelyn looking to buy yarn. She was sweet. I called her back, explained who we were, and tried to help her find her yarn. Later that evening, she left another voicemail about buying yarn.

What do these callers have in common?

They all visited keyword or category-defining domains. The name created such a clear expectation that they looked past "THIS DOMAIN IS FOR SALE," called us, listened to a greeting about buying and selling domains, and still left a message for the business they expected to find.

This continues to prove a descriptive domain name creates an expectation. That is why category domains build instant credibility, trust, and authority. It can easily become an unfair competitive advantage that cannot be replicated.

When people tell me domains will not matter because of AI, I think about Evelyn.

She wanted yarn, found a name that made sense, and expected a yarn business. I heard similar predictions when smartphones and apps took off. We don't need domains when we have Apps…. AI may change how people find businesses. It does not eliminate the value of a name people immediately understand.

If you're worried about what AI will do to your business and whether it's worth spending a little more for the right category-defining domain, remember this: AI can send you potential customers. You still have to earn their business.

A clear, memorable domain can help people recognize what you offer, remember where to find you, and tell their friends. Deliver a great experience, and you give them a reason to return.

AI may change how customers discover you. The right name still matters after they do.