Web services provider GoDaddy has introduced GoDaddy Agency, a new partner program aimed at connecting freelance consultants, web developers, and digital marketing agencies with small and mid-sized businesses (SMBs) seeking professional online services.
The program, now available across the U.S., is positioned as a referral and support platform that offers agencies access to GoDaddy’s existing base of SMB customers, alongside a suite of tools and commission-based incentives.
According to GoDaddy, the new offering is intended to address two key priorities for agencies: client acquisition and service expansion. Participating agencies can receive up to 20% commission on client purchases made through a unique referral link. In addition to financial incentives, GoDaddy is providing premium WordPress tools, expert support, and personalized guidance from dedicated account managers to help partners deliver digital projects more efficiently.
“This program is designed to build meaningful connections between small businesses and the agency experts who can help bring their vision to life,” said Joseph Palumbo, Go-to-Market and Agency Programs Director at GoDaddy.
Agencies that join are also eligible for co-branded marketing efforts and lead-matching services, which GoDaddy says are based on an agency’s specific skills and business objectives. This approach differs from many partner models that focus more heavily on self-service resources and offer limited access to qualified leads.
GoDaddy’s initiative taps into a growing need among digital agencies for more reliable client acquisition strategies. According to a Promethean Research study cited in the press release, 67% of agencies view referrals as a key growth driver, while 68% are expanding their service offerings to increase revenue.
For marketers, the program reflects broader shifts in the digital services space. Agencies serving SMBs are under increased pressure to not only deliver web development or marketing services, but also to offer end-to-end solutions—from e-commerce integration to ongoing site management. GoDaddy, which historically served individuals and businesses directly, is now positioning itself as a facilitator between service providers and clients, rather than a sole provider of website tools.
The move also aligns with competitive dynamics in the agency partner program market. Other platforms such as Wix, Shopify, and HubSpot offer partnership models, but the depth of lead-sharing and revenue opportunities vary widely. GoDaddy’s promise of direct client referrals, paired with its existing customer volume, could prove appealing to smaller agencies with limited sales infrastructure.
Still, the effectiveness of GoDaddy Agency will likely depend on how well it can deliver on the volume and quality of leads it promotes, and whether the support infrastructure proves valuable enough for agencies to shift time and attention away from other acquisition strategies.
GoDaddy serves more than 20 million customers globally, many of them small businesses. This new program could open the door for more structured collaboration between independent digital professionals and the clients already within GoDaddy’s system.
For agencies looking to grow without building an outbound sales engine from scratch, GoDaddy Agency represents another route into the SMB market—though how it compares to other established partner ecosystems remains to be seen.