Are Websites Important For Your Channels As Well As Your Customers?

You don’t have to be an expert in business to know how important websites are in 2023. With recent analysis determining that there are 218.8 million people who buy their products online – which is a 1.9% increase from 2022 – the digital space has become more and more integral for businesses, to the point where a website has become a company’s primary hub.

But there are many aspects to think about when building a website. For the most part, designers will work with the consumer in mind, ensuring that the design, template, and content are catered toward the target audience and are good enough to encourage a low bounce rate. But if you’re running a company that sells its products through multiple channels, you will need to ensure that the site relates to them as well as the consumer as an end-point.

Learning the difference between marketing to channel partners and marketing to the products’ target audience is difficult, however, which is why we’ve listed out three key things that your website will have to do to entice both.

Are Websites Important For Your Channels As Well As Your Customers?

Content, Content, Content

First of all, content. Although a lot of effort is going to go into making the site look good and be easily accessible, it will all be for nothing if it doesn’t engage the viewer with more than just aesthetics. When it comes to Channel incentives, it is important that you build a sense of loyalty in the event that a direct competitor tries to sell their products through the same avenue.

One of the key ways to do this is through transparency – and good content is transparency. Make sure your website gives all the information about your company, including products, goals, and values. Also, ensure to regularly update this content whenever you’re exploring different territories or preparing to release a new product.

Market Awareness

You need to remember that you are trying to “sell” yourself to your channels just as much as you are trying to sell your product. To do this, you will need to demonstrate profound market awareness. Think of your website as a secondary pitch to prospective channel partners.

You need to give them a history of the company, the work that you have done so far, information on products, but also your USP, your competitive advantage, differentiators, and product use cases. You need to do all this while also angling yourself to the consumer at hand. Sound difficult? That’s because it is! But it’s totally doable if you look to balance your website between a B2B and a B2C audience.

Employees And Points Of Contact

With the art of selling yourself in mind, you should also be transparent about who your channel partners are going to be working with. In your information about the company, don’t just reference the number of your employees, but show off your employees. When it comes to trust and transparency, this will demonstrate to prospective partners that you value your workforce and are not concerned if they want to contact them about the business itself.

Speaking of contact, it’s also essential that your website has a clear point of contact and location for the company. This boils down to strong accessibility, too. If the website is confused and overwrought, it’s going to be hard for any partners to get in touch and keep in touch before and during your work together. Make sure that the template is simple, fast, and with a point of contact, always just a click away.