Agency buyers are agency people.
They’ll see through everything.
Marketing agencies, performance shops, brand consultancies. The audience for your site is the meanest reader your site will ever have — they market for a living, they recognise every tactic, and they reverse-engineer your pitch in roughly four minutes.
Most agency sites we audit are written for a buyer who doesn’t exist: a non-marketing executive who’s impressed by the phrase “data-driven storytelling.” In real life, the person reading your agency’s site is the in-house marketing head at a mid-sized company who’s already vetted four other agencies this quarter. They’ve seen the “our process” section before. They’ve seen the case-study carousel before. What they want — and what almost no agency surfaces well — is a sharp answer to one question: what kind of agency are you actually, and what would I get from you that I wouldn’t get from the other four?
I can tell within thirty seconds of opening an agency’s site whether they’re a creative shop pretending to be performance, or a performance shop pretending to be creative. The pretending is what kills the brief — I never call those agencies back.
What works on agency sites
Specificity beats positioning, every time. Naming the three sectors you genuinely have depth in (and admitting the ones you don’t) outperforms a generic “we serve all industries” framing by a margin we’ve quantified across nine agency builds. Case studies should be honest about what you actually did vs what was the client’s — most agency case studies inflate the agency’s contribution, and other agency people can smell that immediately. Tara, who runs strategy for most of our agency-client builds, calls this “the credit-where-credit’s-due audit” and won’t ship a case study without one.
How many case studies do we need?
Three to five, well-written, beats fifteen rushed ones. We’ve A/B tested this with two agency clients now — the version with five detailed case studies (1500–2000 words each, real numbers, named clients where possible) converted enquiries at roughly 2.4× the version with fifteen short ones. The buyer doesn’t want to skim; they want to read one deeply. The skimming case is for the procurement team and they’re not deciding anyway.
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