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Most of the time with expired domain names you do not get to purchase the web site content, but the internet archives may have a snap shot of that domain for you to view. I am not advocating that you do the same design but it would be wise to just view the pages if possible to see the products they sold in comparison to your own.
So concentrate your search for expiring domains that will receive visitors and are based on a subject that will be attractive to advertisers. Once you have found an expired domain, and registered it, you will then need to consider your options.
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