In the world of new business and business development, your website is one of the key components that can really make or break your success. With it being the main point of contact for an individual who is unfamiliar with your agency, first impressions really do count. No matter how good your email, phone or face-to-face conversation, if your website doesn’t clearly communicate who you are, what you do and how you do it then it can be a stumbling block to say the least.
Agencies spend a remarkable amount of time debating the intricacies of their proposition and how to make themselves sound different and better than the rest; words like ‘creative’, ‘dynamic’ and ‘innovative’ are fast losing any sort of impact whatsoever. The golden rule, as with many things, is to keep it simple – avoid jargon and buzzwords like the plague (we’ve ranted about this previously and I’m sure we will again). A good example is Holler, here’s what they say about themselves:
“Holler are a creative agency that prioritises engagement over advertising. Put simply, we get people talking about your brand.”
Next, once you’ve nailed how to describe yourself, have a little think about how you present yourself. You can go for a big and glitzy website or a tried and tested method (the never-ending scroller seems to be the look du jour), but if in doubt, again, just keep it painfully simple.
Whatever form your website takes, there are really only 3 vital elements you need to include:
- a homepage (preferably with short, introductory video content)
- a clients / previous work page (including the challenge, solution, outcome format for each campaign or project)
- an ‘about us’ page (with something about your history, team and contact details)
Endless pages describing how you work are not necessary – let the work itself and the results do the talking for you. If you want a blog then go for it, but make sure it adds value.
That modern-day phenomenon, the fear of missing out, is pretty appropriate to what we’ll call ‘website overloading’. The fear of missing out any minute detail of your agency can result in a confused and text-heavy presentation – remember that most people really don’t care enough or have the time to read 5 pages about your approach to social media. Simplicity implies confidence.
So, in the interests of illustrating how to keep things simple, here’s all of the above in 3 bullet points…
- Define your proposition almost as if describing what you do to your mum (but not your gran – patronising is bad).
- Keep your website free of clutter and to the point – 3 or 4 key pages is really all you need.
- Use videos effectively as, when done correctly, they’re simply more engaging than text.