Improving your agency website is crucial for attracting new business. Yet, many agencies still overlook this key aspect, resulting in poorly maintained or under-construction websites. While not every agency site is subpar, a surprising number are either lacking in content or fail to meet modern standards, often excused with claims of being “too busy with client work” or similar justifications.
Why do agencies struggle to prioritise their own digital presence? Some believe that minimal information on their site will prompt clients to reach out for more details. However, this approach is not only outdated but also detrimental. Consider the following scenarios that illustrate why your agency’s website must be top-notch.
Scenario 1: Pre-meeting Review
Imagine a potential client has agreed to meet with your agency. This client is considering a review of their current agency but has not disclosed this. Before attending the meeting, they decide to visit your website to refresh their memory and look for specific points to discuss. If they find an incomplete or poorly designed site, it immediately undermines their confidence in your capabilities. A simple holding page or sparse content is not a good first impression and may even make them question why they are meeting with you at all.
Scenario 2: Shortlisting Agencies
Now, let’s say the client has already met with several agencies and is narrowing down their list to three finalists for a formal pitch. They revisit each agency’s website for a final comparison. If your site is lacking essential information or features only a holding page, they’re unlikely to follow up or ask for more details. It’s far more convenient to move forward with other agencies that have provided a comprehensive digital presence.
Scenario 3: Initial Research
A client dissatisfied with their current agency starts their search for a new partner. They compile a list from industry reports, peer recommendations, and directories such as the Campaign Top 300. Your agency makes the initial cut of 12 contenders. During their due diligence, they visit each website to gather information before choosing six agencies for chemistry meetings. If your site has minimal content or appears outdated, they won’t bother reaching out. Clients are busy and will gravitate toward agencies that make the decision process easier with informative, well-maintained websites.
Key Actions to Improve Your Agency Website
If your agency website is currently a holding page or lacks depth, it’s time to take action. Even a simple blog or portfolio section is better than an empty placeholder. Publish content that showcases your expertise, past projects, and the unique value your agency brings to the table. Ensure the user experience is seamless and that the design reflects your agency’s creative capabilities.
Analyse competitor websites to understand industry standards and identify areas where you can improve. Is your site mobile-friendly? Does it load quickly and provide clear calls-to-action? These are essential features that potential clients expect.
In today’s digital-first landscape, your agency website often serves as the first point of contact during reviews and evaluations. Neglecting it means you risk losing out before you even have the chance to engage. Take the time to elevate your site and make it a powerful tool for attracting and retaining clients. A well-optimised website sets the stage for successful client interactions and ensures your agency stands out in a crowded market.
