Split the channels. Do not pick one.
Many companies stop here: we already have an Official Account, a video channel, and a mini program store — why pay for a website? Those three serve people who already know you. The website serves people who do not know you yet and are looking for a supplier.
Notifying existing customers, running campaigns, keeping content, looking up orders in a service account. They depend on follow relationships and platform ranking. Outbound links are weak. Search engines almost never treat an Official Account post as the company homepage. Change the operator and the old menu can still get scrambled.
Being found by company name, product name, or model on Baidu or Google. Putting address, certificates, and cases on stable URLs. Giving sales, tenders, and overseas email one official door to cite. The domain is yours. The information architecture is yours.
A mini program is even less of a substitute. It is good for orders, redemption, store visits, and membership, and almost impossible for outside search engines to index. A buyer cannot type your company name in a browser and land in the mini program. Overseas buyers may not have WeChat at all. Putting brand copy, product comparison, and certificate downloads only inside a mini program locks the spec sheet behind a door that only existing customers have a key for. The cost of a store with no brand site is in What Happens If You Only Ship a Mini Program Store.
Moments looks cheap. It parks company assets in a salesperson’s personal account. The person leaves, the customer stays, and the files are gone. A website turns specs, inquiry entry, and cases into pages anyone can forward, without asking sales to “send the pack again.” Compare Moments vs a Website: Which One Becomes a Company Asset.
The working structure is three layers: the website is how you are found and verified; the Official Account is ongoing reach; the mini program is order and store visit. Sales WeChat is a conversation layer, not the homepage. Many inquiries are lost not because you have no content, but because the content is in the wrong container — a stranger cannot open it, search cannot index it, and a tender attachment cannot list it.
If you already have an Official Account, do not paste it into the site as “a digital subscribe account.” The homepage should say the business and the difference in five seconds. Product pages should be comparable. The contact page should take a lead. How copy becomes one sales playbook is in How the Website Becomes the Sales Team's Shared Playbook. The long return on search is in Being Found in Search Is the Website's Compounding Return.
In practice, every long Official Account post can end on the matching product or case page, not only on “like this.” The menu item “About us” should open the website, not another graphic post that will expire. The mini program “brand” entry should do the same. Share product names and visuals across the three so the customer does not feel they met three companies. Tenders and overseas work especially need a browser. A subscribe account cannot cover that.
Video channels and short video are the same: good for being recognized, bad as a spec manual or tender attachment. A clip can be cited on a case page. The master file should still be a page you can open, download, and verify. Platforms change rules. The domain stays with you.
When DaXi builds a corporate website, we usually connect Official Account posts, mini program entries, and the inquiry form to one information architecture, instead of letting three properties tell three stories. To plan them together, start from the corporate website service page, or read Why Every Company Needs Its Own Website.
The ceiling of card-based sellingDigital card vs inquiry engine
Lead generation, brand, franchising, or due diligence — the goal changes the navigation and the first screen. Send your current situation and goal; engineering will come back with a plan you can execute.