How Small Hosting Providers Can Leverage Affiliate and Reseller Programs
In the competitive world of web hosting, small providers often face challenges like limited marketing budgets and brand recognition. However, by leveraging affiliate and reseller programs, small hosting companies can expand their reach, boost sales, and establish a strong foothold in the market—without massive upfront investments.
In this guide, we’ll explore:
- The fundamentals of affiliate and reseller programs
- ️ How to set up these programs
- Examples of successful partnerships
- Best practices to maximize results
Why Affiliate & Reseller Programs Are a Game-Changer for Hosting Providers
The Growing Demand for Hosting Services
- The web hosting market is projected to hit $321 billion by 2027 (Statista).
- ️ Over 75% of small businesses now maintain an online presence.
- Affiliate marketing generates 15-30% of total sales for many online companies (AM Navigator).
Affiliate and reseller programs provide cost-effective growth opportunities by outsourcing marketing efforts to enthusiastic partners.
Think of it as building a salesforce without the payroll expenses.
️ Understanding Affiliate and Reseller Programs
Affiliate Programs (Promote for Commission)
An affiliate program involves partnering with individuals or businesses who promote your hosting services in exchange for a commission.
How It Works:
- Affiliates share unique tracking links.
- ️ Users click the link and visit your site.
- When they purchase hosting services, the affiliate earns a commission.
Typical Commission Structures:
- Per-sale commission (e.g., $50 per new signup).
- Recurring commissions (e.g., 20% monthly for 12 months).
- Performance-based tiers (e.g., higher rates for top performers).
Example:
Bluehost’s affiliate program pays up to $65 per sale and has helped the company grow exponentially by leveraging bloggers and influencers.
Pro Tip:
Recruit affiliates with niche audiences, like WordPress developers or eCommerce consultants.
Reseller Hosting Programs (Sell Hosting Under Their Brand)
Reseller programs allow partners to purchase hosting services in bulk and resell them under their own brand.
How It Works:
- ️ Hosting provider supplies infrastructure.
- ️ Reseller rebrands services as their own product.
- Resellers earn profits by marking up the price.
Example:
SiteGround’s reseller hosting program allows web agencies to sell hosting to clients with custom branding and discounted bulk pricing.
Pro Tip:
Target web designers and digital agencies—they often seek white-label hosting solutions for client websites.
How to Set Up an Affiliate Program
1️⃣ Choose an Affiliate Tracking Platform
Affiliate platforms help you track clicks, conversions, and affiliate performance.
Popular Tools:
- Post Affiliate Pro (comprehensive tracking features)
- Tapfiliate (user-friendly dashboard)
- ShareASale (large affiliate network)
Tip:
Choose software that integrates with your CRM and web hosting control panel.
2️⃣ Define Commission Structures
Craft attractive commission models based on:
- Fixed amount per sale (e.g., $50 per new customer).
- Recurring commissions (e.g., 20% of monthly payments for a year).
- Tiered commissions (e.g., 10% for first 10 sales, 15% for 20+ sales).
Example:
HostGator offers up to $125 per sale depending on the volume of referrals.
Tip:
Start with a competitive flat-rate commission and introduce tiered rewards later.
3️⃣ Recruit the Right Affiliates
Identify potential partners like:
- Tech bloggers
- Web design agencies
- ️ WordPress tutorial sites
Outreach Strategies:
- Personalized emails
- Affiliate recruitment pages
- Collaboration with marketing influencers
Tip:
Provide affiliates with marketing materials (e.g., banners, landing pages, and blog post templates).
4️⃣ Track Performance and Optimize
Monitor key metrics like:
- Conversion rates
- Click-through rates (CTR)
- Customer Lifetime Value (CLV)
Regularly analyze data to adjust commission rates and optimize partner performance.
How to Set Up a Reseller Hosting Program
1️⃣ Choose the Right Hosting Infrastructure
Reseller-friendly hosting requires:
- Scalable server resources
- White-label capabilities
- Built-in security features
Recommended Platforms:
- cPanel/WHM (widely supported for reseller hosting)
- Plesk (intuitive and feature-rich)
- Cloudways (cloud-based flexibility)
Tip:
Offer both Linux and Windows hosting options to attract diverse clients.
2️⃣ Set Pricing Tiers for Resellers
Provide flexible pricing structures:
- Pay-as-you-go – Scale resources based on usage.
- Bulk packages – Discounted rates for larger purchases.
- Revenue-sharing models – Shared profits with resellers.
3️⃣ Create a White-Label Hosting Experience
Allow resellers to:
- Use their branding (logo, company name, custom dashboards).
- ️ Customize client-facing control panels.
- Offer personalized support portals.
Example:
InMotion Hosting’s Reseller Program provides white-labeled cPanel access and custom branding options.
Tip:
Develop a dedicated portal where resellers can manage clients easily.
4️⃣ Support Resellers with Tools and Training
Provide:
- Training guides and webinars.
- Marketing materials (e.g., email templates and landing page content).
- ️ Technical support to handle complex client queries.
Affiliate vs. Reseller: Which One Should You Offer?
| Feature | Affiliate Program | Reseller Program |
|---|---|---|
| Primary Goal | Referral-based sales | Branding and direct sales |
| Revenue Model | Commission per sale | Profit from resale markup |
| Brand Visibility | Your brand promoted | Reseller’s brand takes priority |
| Setup Complexity | Low | Moderate to High |
| Target Audience | Bloggers, influencers, marketers | Web developers, agencies |
| Best For | Expanding customer reach quickly | Long-term partnerships and loyalty |
Recommendation:
- Start with an affiliate program to generate brand awareness.
- Add reseller options later to engage agencies and developers.
Examples of Successful Affiliate and Reseller Programs
1. Bluehost Affiliate Program (Affiliate Model)
- $65 per sale for each new customer.
- Thousands of affiliates from bloggers and web developers.
- Result: Contributed significantly to Bluehost’s global growth.
2. SiteGround Reseller Hosting (Reseller Model)
- Offers white-label options for web agencies.
- ⚙️ User-friendly tools like Site Tools and WHMCS integration.
- Result: Attracted thousands of agencies through flexible reseller packages.
3. Kinsta Partner Program (Hybrid Model)
- ️ Combines affiliate commissions with custom reseller options.
- Supports managed WordPress hosting.
- Result: Expanded brand presence through niche partnerships.
✅ Best Practices to Maximize Program Success
1. Offer Competitive Commissions
- Analyze market rates and offer slightly better deals.
- Introduce performance-based bonuses to motivate top performers.
2. Provide Marketing Resources
- Share customizable banners, social posts, and email templates.
- Offer step-by-step guides for new affiliates and resellers.
3. Ensure Transparent Tracking
- Use reliable tracking software with real-time dashboards.
- Display earnings and performance stats clearly.
4. Deliver Exceptional Support
- Offer dedicated support lines for resellers.
- Provide training webinars for affiliate partners.
5. Regularly Optimize Programs
- Analyze top-performing affiliates and replicate success patterns.
- Survey partners to gather feedback and improve offerings.
Conclusion: Affiliate & Reseller Programs for Sustainable Growth
Small hosting providers can achieve significant growth by leveraging affiliate and reseller programs. These strategies help:
- Expand market reach without heavy marketing investments.
- Generate additional revenue streams through partnerships.
- Build brand credibility by collaborating with niche experts.
Ready to scale your hosting business? Start by launching an affiliate program or partnering with resellers today!