Today, we’ll explore examples of powerful partner pages of both varieties, what they got right, and how to create your own.
Chapters in this Article
Example of Great Website Content to Emulate
Partner pages exist on your website as a way to recruit prospective partners and engage customers. Below, we’ll explore some top partner pages along with what makes them stand out.
Powerful partner prospecting pages.
You can explore different partner use cases as you scroll, including how you and Shopify users benefit from the partnership. This page also features partner stories and a partner testimonial, further demonstrating the program’s value.
Mailchimp designed another excellent example of a clean, engaging partner page. You’ll notice that Mailchimp also makes it easy to get started with a button to join above the fold. Then, as you scroll, you can explore the different benefits of joining, and Mailchimp highlights the number of users you’d be able to reach.
Unique to their page, Mailchimp breaks down the path through their different partner programs. This visual journey makes it easy to understand your opportunities with Mailchimp and what to expect once you sign up. Finally, the page features a slider with testimonials, a great tool for showing plenty of social proof.
Powerful partner showcase pages.
Unlike the previous example pages targeted at potential partners, a partner directory shows off your existing partners. It can be a powerful way to provide extra value to your partners and engage prospective customers.
Klaviyo is a strong example of a powerful partner directory. Klaviyo makes it easy to search their existing partners with in-depth search and filtering tools.
You can click on each partner listed to learn more about them and the types of projects they do, including their region, monthly budget, and competencies in different areas. Partner pages also feature past work examples, existing clients, a testimonial, and an easy way to get in contact.
This visibility is valuable for partners who can gain exposure through the page and prospective customers who can better understand your ecosystem before buying.
Adobe has an extensive partner ecosystem, making it invaluable for them to have an easily navigable directory page.
Their page breaks partners into a few categories. Depending on what you’re looking for, you can click into subcategories like Cloud Solution Partners or Training Partners, then use filter functionality to find specific partners. This functionality allows the user to find the exact service they’re looking for, connecting partners and prospects quickly.
Vidyard is another great example of an easily navigable partner directory web page. Vidyard makes it simple to sort by location, expertise, services, and even certifications.
You can click into each partner featured to learn more about their offerings and contact them. This functionality is a great way to nurture prospects interested in using your platform, but only with the help of a managed services provider. This way, they see that help is available and can get started right away without feeling like you won’t be a good fit.
Design and Page Features for Engaging Prospective Partners
There are a few takeaways to keep in mind from these examples. Of course, you don’t want to copy any of the above pages, but it’s great to take inspiration from their successes.
- 01Keep the Page Clean
Partner programs often have a lot going on (especially as you expand). Don’t let this make your pages cluttered. Instead, use engaging headers, snappy content, and clean imagery to make the page easy to read and navigate As you expand your partner programs, consider making additional pages for each arm of your program that you can link to from your main page. That way, prospective partners can still find all the information that matters to them without getting overwhelmed by details irrelevant to their search.
- 02Make it Easy to Apply
Include a clear CTA and form or button right at the top of your page. Don’t make visitors hunt for this information. Consider including information on the next steps — when should they expect to hear from you, and what will follow after the first contact? It’s also a good idea to enroll partner applicants in an email nurture campaign to continue sharing relevant information with them as they wait to hear back from you. You don’t want them to lose excitement!
- 03Explain the Benefits
Include icons and brief descriptions that make it clear what the benefits are to becoming a partner. It’s best not to assume they’ll know how partner programs work.
- 04Include Words from Partners
Testimonials are compelling. Be sure to include them as relevant. Ideally, these should be specific to the programs you discuss on the page. While a strong testimonial is always impactful, consider including quotes from notable partners in your ecosystem. If a potential partner recognizes the logo of an existing partner, that helps build your credibility significantly.
Partners who may not feel confident deploying your solution alone will feel empowered to know that mangaged service providers and consutants work with you and can help them.
Design and Web Page Features for Partner Directories
Partner pages aren’t just about engaging potential partners; they can also be beneficial for engaging prospective clients. Partner directories help prospective clients understand the additional benefits and support that can come from your partner ecosystem. In addition, partners who may not feel confident deploying your solution alone will feel empowered to know that managed service providers and consultants work with you and can help them.
Consider leveraging your partner directory page to further incentivize existing channel partners. Those who sell enough to earn their spot amongst the promoted partners will benefit from the added exposure and SEO value your webpage will provide.
Powerful partner showcase pages.
Especially important if you have a substantial partner ecosystem, provide filter functionality for your partner directory. Filtering will help potential clients find partners more easily. Consider providing options to filter by:
Consider providing options to filter by:
A featured section to spotlight your superstars.
Not all partners are created equal, so don’t treat them as such. Design a separate part of the directory that shines a bright light on the select few of which you’re most proud (or are your top earners, making them deserving of the top positioning).
Incorporate brand logos and brief explanations into each listing.
Logos will immediately enhance the visual appeal of your partner web page. The supplementary text will provide additional context about what makes each organization unique, yielding a well-rounded browsing experience.
Include user testimonials.
Just like for partners, testimonials from users can be powerful and engaging. Consider including text-based quote testimonials and video testimonials as relevant.
Explain the benefits.
Why should your users care about your partners? Explain it to them! Will they have an easier time implementing your program? Will they be able to get more results from your product? Make it crystal clear why your clients benefit from your broad partner network.
Key Takeaways About Designing Great Content Web Pages
Both partner program pages and partner directory pages are powerful tools to include on your website. Using the design and content practices mentioned above, you can develop pages that engage prospective clients and help you add new partners to your ecosystem.
Stay up-to-date on all the trends in partnerships — and grab resources for improving your partner program — when you join the Allbound newsletter. Itching to infuse UX into more elements of your program? Read Partner Portal Best Practices and Design Checklist.
Director of Marketing at Allbound
Tori Barlow leads Allbound’s marketing strategy to cultivate awareness for the ultimate PRM solution. An experienced digital marketer with a passion for B2B, Tori thrives in a data-driven world.
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