AI site builder helps registrants activate dormant domain names

Superspace, previously known as XXL Hosting, is a hosting service provider that focuses mainly on smaller SMEs in the Netherlands. Started almost 25 years ago, the firm is one of the oldest service providers in the Dutch hosting industry.

Online signboard

"Most of our customers are small businesses and self-employed people," says Sander Cruiming, Superspace's founder and owner. "When people set up in business, they tend to start by registering a domain name. However, a good few never get any further, and the domain remains inactive. The main reasons for that are lack of time, money and know-how. We want to remove those obstacles and help those customers get started with their websites by using AI."

According to Cruiming, all that most customers need is a simple site that provides basic information about their services. "Take consultants and advisors, for example. What they want, first and foremost, is an online signboard: this is who we are, this is what we do, and this is how to get in touch. An electronic flyer, if you like, which could even go on a single web page."

One minute

By offering Superspace AI, Superspace is making it possible to get a site up and running very quickly and easily. First, you describe your business, the tone you're after (professional, friendly, etc) and what you want to achieve with your website (product sales, build a mailing list, etc). The tool then generates a complete WordPress site, including text, images and a number of standard pages.

Using the tool, you can have a basic site online inside a minute. What's more, because the site is complete and hosting-platform-independent, you have the option of moving it elsewhere if you ever need to.

Only fine-tuning required

The new AI tool is based on the same principle as Superspace's existing WordPress site builder. "We've offered a site builder for 4 years or so now," Cruiming continues. "The key difference is that we're now using AI to generate bespoke initial content. So, instead of "lorem ipsum" text, the initial site features AI-generated text reflecting the information that the customer has provided about their business. And, whereas before there would be stock photos, the site now has relevant AI-generated images. If the site is for a shop, specimen product pages are produced the same way."

The idea is that the customer has a basic site up in less than a minute, which only requires a few hours' fine-tuning. The AI-generated content serves as a starting point, as an example of what can be done, and as a source of inspiration.

As well as helping customers produce initial bespoke content, AI can subsequently be used for site updating and for creating additional pages. That involves a Copilot-style chatbot, which helps with practical questions about site management, maintenance and the extension of WordPress itself.

Unprecedented conversion rate

Having the new AI tool means that Superspace can also offer sites to existing customers who have never created websites for their domains. "We have no end of customers who registered a domain name at some stage in the past – years ago in some cases – but never got round to creating a website to go with it," explains Cruiming. "Customers like that can use Superspace AI for 3 months free of charge. Then, if they're happy with the site they've created, they can switch to a paid hosting package and link the site to their domain name."

According to Cruiming, the response from customers has been very positive. "AI makes having a website much more attractive to all the people who don't have the time, money or know-how to develop a website or get one developed by a designer. 8 to 10 per cent of all the customers we've mailed or called who previously only had a domain name now have an online presence. That's an unprecedented conversion rate."

Income boost

Superspace earns money from the new AI tool in two ways. First, fewer inactive domain names are cancelled. Second, more hosting packages are sold. "Given that a hosting package earns us 8 times as much as a domain name registration, you'll appreciate how pleased we are with the way things are going," says Cruiming. "Thanks to AI, we have a new way to help our customers succeed online, without us needing to invest a lot of extra time, trouble and effort."

"Typically, the first thing that a new customer does is register a domain name. With AI, we can make it easier for them to take the next step. Once a customer is visible and findable, and the business gets going, the next step is to ask a web designer to create a fully bespoke website. So we're planning to offer our WordPress site builder with the AI tool to design agencies."

More AI

Although the software behind the AI tool is available to everyone, Superspace is one of the first service providers to utilise it in the form of a service for people with inactive domain names. "Our AI solution is based on Extendify, a feature-rich WordPress plugin, which anyone can in principle make use of," explains Cruiming. "We had a hand in its development, and we were among the early adopters. However, where further development is concerned, we're dependent on the supplier."

"We ourselves are now working on an AI tool for boosting the security and performance of an existing website. The input is information about the plugins, the version numbers, the measures already taken, the visitor numbers and the access logs. The tool looks at all that and generates tips and advice on improving and optimising the site. In due course, it'll be a standard feature of our hosting packages. Then, hopefully, instead of intervening on a reactive basis, after a customer has been hacked or calls about a slow website, we can prevent problems before anything goes wrong." The new AI tool is currently being tested in house with a view to introduction later this year.