Agencies are perhaps the most commoditized business model in the world. The idea is simple - you are good at something (graphic design, copywriting, SEO, web development), you offer that service to multiple clients. It’s a really clean, honest way of doing business, and often, it is also a cost-effective way because having an in-house team can be expensive.
But the cost is not the only angle you play if you’re an agency competing in this crowded market. For instance, other agencies start undercutting you, and the next thing you know, you’re inadvertently nudged into a race to the bottom.
So then, the question many agency owners face is:
How Do I Set My Agency Apart?
The answer- putting in efforts to make a great agency website. Now you might be wondering how difficult must it be to build an agency site? You just blindly list down all the services you offer, throw in a few testimonials for good measure, and voila, you have yourself a working agency site!
But to make a great agency website, it’s not enough for it to be merely functional. It has to be your agency’s primary lead magnet. An agency website is not just a piece of pretty digital furniture to look at; it should serve the business development purpose. It’s not a platform for showcasing your portfolio; it’s THE place where you unlock new business opportunities.
To that end, let’s look at 4 key elements required to build an agency website to get conversions and boost revenue.
Positioning
Your positioning is the image you create of yourself in the minds of your target audience. It is what your clientele and would-be clients remember you by. This is the message that you have to consistently reinforce throughout your website.
For example, on a design agency website, you might want to articulate that you offer unlimited iterations but for a fixed premium, unlike the per-iteration charge levied by other agencies. That then becomes your identity; you position yourself as accommodating and client-centric. Figure out who you want to be and craft a compelling message that is both visible and indexable.
Structure
No one will buy what you’re selling unless they know what they are buying. An agency website has to follow a systematic architecture; it cannot be all over the place. The list of services has to be enumerated clearly; information cannot be presented haphazardly.
For an IT services agency website, all the discrete services must be categorized since IT is a broad umbrella. Not only does it help different target segments access the services they are looking for in a better manner, but it also lends structure to the entire website. You can also consider explaining how the client engagement works step-by-step in a ‘How it works section.
Social Proof
Potential clients are virtually shooting blind when choosing an agency. Help them de-risk their decision through social validation. Sprinkle case studies throughout your website to lend credibility to your service offering.
A genuine stamp of approval from an unbiased client can catapult your agency up the approval charts. Testimonials are also crucial on a freelancer website because they speak about your quality and professionalism. Focus on displaying your expertise through word of mouth and watch your client pipeline bulge!
Engagement
Don’t design your agency website to be a maze; clearly tell visitors what to do next. Finished reading a blog? Tell them to subscribe to your newsletter or read a related post. Every page should have a crisp call-to-action, and visitors should be incentivised to complete the action.
Offer them something like a free e-book or a bump up the waitlist to get them to engage. Remember, people don’t read websites; they skim through it. Make this process easier for them by letting your UI/UX act as helpful signposts rather than cryptic clues to be decoded.
These are the few elements that will help you create a stunning and engaging website for your agency. While building a website can be a tedious task and requires a lot of coding, there are various tools available that make the process a bit smoother.
You can find multiple tools online that can help you design an appealing agency website.
Here’s a list of 4 website builders to get you started:
- Wix: Comprehensive. All-rounder. Best one overall.
- Weebly: Intuitive. Easy to use.
- WordPress: Reliable. Robust developer ecosystem and helpful plugins.
- Squarespace Best templates and presets.
- Elementor: Best solution for those looking to build a WordPress website code-free.
Wrapping Up
Developing and designing your website in compliance with web accessibility guidelines is crucial for providing an optimal UX for all users. There are various web accessibility testing tools available to help you ensure your website meets accessibility standards.
Conduct an audit of your existing agency website to check if it has all these elements and optimize accordingly. If you’re starting from scratch, hopefully, this blog has given you enough insights on how to build an agency website to get conversions.
Agencies are perhaps the most commoditized business model in the world. The idea is simple - you are good at something (graphic design, copywriting, SEO, web development), you offer that service to multiple clients. It’s a really clean, honest way of doing business, and often, it is also a cost-effective way because having an in-house team can be expensive.
But the cost is not the only angle you play if you’re an agency competing in this crowded market. For instance, other agencies start undercutting you, and the next thing you know, you’re inadvertently nudged into a race to the bottom.
So then, the question many agency owners face is:
How Do I Set My Agency Apart?
The answer- putting in efforts to make a great agency website. Now you might be wondering how difficult must it be to build an agency site? You just blindly list down all the services you offer, throw in a few testimonials for good measure, and voila, you have yourself a working agency site!
But to make a great agency website, it’s not enough for it to be merely functional. It has to be your agency’s primary lead magnet. An agency website is not just a piece of pretty digital furniture to look at; it should serve the business development purpose. It’s not a platform for showcasing your portfolio; it’s THE place where you unlock new business opportunities.
To that end, let’s look at 4 key elements required to build an agency website to get conversions and boost revenue.
Positioning
Your positioning is the image you create of yourself in the minds of your target audience. It is what your clientele and would-be clients remember you by. This is the message that you have to consistently reinforce throughout your website.
For example, on a design agency website, you might want to articulate that you offer unlimited iterations but for a fixed premium, unlike the per-iteration charge levied by other agencies. That then becomes your identity; you position yourself as accommodating and client-centric. Figure out who you want to be and craft a compelling message that is both visible and indexable.
Structure
No one will buy what you’re selling unless they know what they are buying. An agency website has to follow a systematic architecture; it cannot be all over the place. The list of services has to be enumerated clearly; information cannot be presented haphazardly.
For an IT services agency website, all the discrete services must be categorized since IT is a broad umbrella. Not only does it help different target segments access the services they are looking for in a better manner, but it also lends structure to the entire website. You can also consider explaining how the client engagement works step-by-step in a ‘How it works section.
Social Proof
Potential clients are virtually shooting blind when choosing an agency. Help them de-risk their decision through social validation. Sprinkle case studies throughout your website to lend credibility to your service offering.
A genuine stamp of approval from an unbiased client can catapult your agency up the approval charts. Testimonials are also crucial on a freelancer website because they speak about your quality and professionalism. Focus on displaying your expertise through word of mouth and watch your client pipeline bulge!
Engagement
Don’t design your agency website to be a maze; clearly tell visitors what to do next. Finished reading a blog? Tell them to subscribe to your newsletter or read a related post. Every page should have a crisp call-to-action, and visitors should be incentivised to complete the action.
Offer them something like a free e-book or a bump up the waitlist to get them to engage. Remember, people don’t read websites; they skim through it. Make this process easier for them by letting your UI/UX act as helpful signposts rather than cryptic clues to be decoded.
These are the few elements that will help you create a stunning and engaging website for your agency. While building a website can be a tedious task and requires a lot of coding, there are various tools available that make the process a bit smoother.
You can find multiple tools online that can help you design an appealing agency website.
Here’s a list of 4 website builders to get you started:
- Wix: Comprehensive. All-rounder. Best one overall.
- Weebly: Intuitive. Easy to use.
- WordPress: Reliable. Robust developer ecosystem and helpful plugins.
- Squarespace Best templates and presets.
- Elementor: Best solution for those looking to build a WordPress website code-free.
Wrapping Up
Developing and designing your website in compliance with web accessibility guidelines is crucial for providing an optimal UX for all users. There are various web accessibility testing tools available to help you ensure your website meets accessibility standards.
Conduct an audit of your existing agency website to check if it has all these elements and optimize accordingly. If you’re starting from scratch, hopefully, this blog has given you enough insights on how to build an agency website to get conversions.
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