Top-level domains are the three-letter extensions that end every domain name on the Internet. For example, the most common top-level domains include .com, .net, .edu, and .gov. ICANN, the governing body that manages domain usage, supported the issuance of new domains several years ago – a move which will ultimately reshape the Internet landscape.

Industries, governments, and even well-known businesses are beginning to change their domains – in fact, everyone from Major League Baseball (.mlb) to the Massachusetts Institute of Technology (.mit), to the city of New York (.nyc) have gotten on board. And now, only for individual CPAs and licensed CPA firms, the .cpa domain is available and administered by AICPA and CPA.com.

Traditional domains i.e., .com/.net/.gov/.edu. demand has far outweighed supply, which means many companies built their current internet presence around a “best available” .com strategy.

As the internet grew, so did cybersecurity threats and cyber-attacks. Phishing, which are fraudsters’ attempts to obtain sensitive information, including usernames, passwords, and credit card details, became common challenges with unrestricted domains (.com, .net, .org, etc.)

Clients and prospects are also increasingly distrustful of online information because of past instances of online deception and fraud.

Restricted domains such as .cpa offer a way for our profession to better guard against fraudsters, impersonators or other malicious actors looking to trick unsuspecting web users. This will lead to stronger security safeguards across the profession. Additionally, a shorter, more relevant domain name can better represent your brand and demonstrate ties to the CPA profession.

Clients and others who may have bookmarked your old web address will simply be redirected to your new .cpa domain. If you’re concerned that visitors may think they’ve been redirected to a suspicious site, we recommend including a “we’ve moved!” message on your homepage until these concerns recede and restricted domains become more widely adopted.

There are clear marketing and branding benefits to this update, starting with the fact that only licensed, recognized CPA firms can secure the .cpa domain for their businesses. Short, verified domain names are not only catchier and more memorable, they also provide better higher ranking search results in search engines. Additionally they signal to visitors that your business is legitimate and forward-looking.

These days, all the most desirable .com domain names are taken, leading many firms to settle for longer, less elegant domain names. Some have turned to .net names or added CPA or LLC to the domain name. For clients and prospects, these are small but important signifiers that shape their perceptions of your brand. Since a .cpa domain is restricted to the CPA community, shorter, more desirable and brand-friendly domain names will be available to firms who move quickly to secure them.

You may not have noticed yet, but other industries are already shifting to their own unique domains. Banks, for example, are already beginning to adopt the .bank domain. The National Association of Boards of Pharmacy (NABP) has introduced the .pharmacy top-level domain to provide the public with a path to ensure the pharmaceuticals they buy online are from trusted pharmacies that adhere to licensing and professional requirements. Many companies have already purchased new domains but have not yet publicized this update.

This is not a resource-intensive upgrade. It won’t require building a new website, for example. Think of it as an administrative change. If you have an internal technology team or external vendor, it’s a straightforward change. If you run a small firm and handle the site yourself, you should be able to make this update on your own following our clear instructions.

While it tends to take a couple of weeks for some firms, depending on the size and technical specifications of their current sites, some have made the update in a matter of hours. If you need support, we’ll be available to help.

It stays right where it is – if that’s what you want. Updating to .cpa doesn’t require firms to get rid of their existing site since this could be disruptive for client communications and marketing purposes in the short term. Over the long run, however, it’s likely firms will want to phase out .com domains, as widespread adoption of the .cpa domain becomes more mainstream.

.cpa domain pricing will vary depending on the domain name selected. Some factors, such as requesting a shorter, more high-demand domains, may increase the cost of registration. Regardless, .cpa domain pricing is intended to be affordable for firms of all sizes. Prices can change over time so please refer to domains.cpa for the latest prices.

.cpa domain names are currently only available for early registration. Firms that register to secure a .cpa domain now are securing their place in line, so to speak, with rollout scheduled for later this year. There has been widespread interest from larger firms that have already begun laying the groundwork for this change, however, and we expect firms of all sizes to follow suit soon.

You can wait, of course, just like many did when .com first became available. However, name registrations will be on a “first come, first served” basis once generally available. Your peers will start making this move soon for many of the reasons discussed here. There are many practical reasons to go ahead and make the update, which is simple to do.