I'm planning on doing both but recommending that the user download the windows version. Unless there is a glaring issue with the web version, in which case it is just windows. Regardless, try to make your itch.io page enticing with videos, clips, and pictures. Hopefully, that will incentivize people to download your game to windows
If you had to choose, I'd recommend a web build. People will be more willing to play a browser game than download a file, wait, open the game, get the windows security message, and THEN play.
