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How do I go about creating an AppExchange listing that links to a website rather than a managed package?

E.g. On some listings after pressing the "Get It Now" button an "Install from provider's site" button is provided that links to their website.

AppExchange Get It Now, Instal from provider's site

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Under the "Offering" tab in Publishing Console, the second question is "How should people install your application?" If you answer "Install it directly from your company’s website" you get a text box to enter your installation URL.

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