The perfect agency website checklist

Right now, clients are meeting agencies face to face, less often. This is why your website is even more important in terms of capturing new business.

With the average web page session lasting a little less than a minute, your site needs to quickly convert ‘window shoppers’ into warm prospects. How you approach your copy or convey your company culture can be the difference between blending in or standing out.

We’ve put together a checklist of the things we think you need for the perfect website, with a little help from some agencies already nailing it…

Concise Copy

When it comes to copy, less is always more. Don’t make clients trawl through convoluted content just to get to the key points. 99% of the time you can explain everything in just a few snappy sentences. This is why we love Sennep.

Their copy is lean, but it doesn’t leave anything out. Writing concisely but informatively is a skill that they’ve executed in their case study headlines and website headers. They offer-up simple summarised chunks of information – so you can get a taste, without feeling overwhelmed. Clever.

Neat Navigation

While there are many different approaches to navigation, simplicity is key. It promotes a better UX for potential clients and helps them get to where they want to go, fast.

Bynd have transferred these principles to their own website. Their menu options are always visible (no hidden hamburger menus here). In the spirit of simplicity, they’ve added a more subtle secondary menu at the bottom of their homepage with their social media links.

Showcase Your Statistics

Statistics aren’t glamorous, but they definitely have a place on any successful agency website. They’re a reliable, trustworthy and visual way to convey your best results or important information about your business – which for most clients, is all that really matters.

Futurice understand the power of numbers, using them to help convey the scale of their international footprint, employee count, business experience and work history. Statistics like these, positioned perfectly on their homepage, help to build trust and a sense of confidence for any potential clients accessing their site.

Killer Case Studies

Case studies often take centre stage on most agency websites. It’s no surprise, it’s what makes an agency an agency – the work. There are a thousand and one ways to display this kind of information, but it’s the one place where you can really show off, so don’t miss this opportunity to shine.

For us, The Kite Factory have nailed it. Hero images, impactful headlines, client testimonials and punchy results. They concisely conveyed the challenges the brand faced and the solutions they produced for the client.

Eye-catching imagery

Selecting the right aesthetic for your website is really important. The perfect combination of imagery and video has the power to attract attention, trigger an action or spark an emotion. Quite simply, when done well – a picture really can paint a thousand words.

Including Pearlfisher as an example was a no-brainer, they’re really breaking the boundaries of what visuals can achieve. Light on copy, they’ve used a tile design across their home and landing pages, combining a mixture of high-quality photography and clean, crisp video footage that’s punchy, impactful and at times, mesmerising.

Trust in Testimonials

Putting aside flashy photos or clever copy, testimonials are one of the few things on any agency website that potential clients can really trust.

Instead of simply writing them down, Bow & Arrow have gone one step further and recorded candid video testimonials with their clients, that smack you right in the face as soon as you hit their site. It’s edgy and full of personality, reminding you that these are real people, real clients – that you can trust.

Put People First

Promoting the people behind your agency is a must, however it should be more than just a way to make introductions or showcase the credentials of your team. It’s an opportunity to be creative and a chance to bring some personality and humanity to your website.

This is why Kuudes have given their team photo a twist. Instead of a run-of-the-mill snapshot, they’ve used a GIF-type video that shows their employees laughing, chatting and interacting together as they pose for a photograph. It feels like we’re getting VIP, behind-the-scenes access to their agency and the people who work there, which is pretty cool!

Capture Your Culture

Every agency can boast about having designer furniture or great wall art, but conveying your true company culture can be a much harder task. It’s important that potential clients and future employees are able to get a sense of who you are and how you work.

Our Own Brand have really thought outside the box with how to reflect their own unique agency culture. A stand-out mention for us is the ‘Now Playing at HQ’ Spotify feature on their homepage – you can click on it and listen to the same tunes they have blasting in their office / homes. They’re definitely marching to their own beat with this one (sorry)!

Be fun!

Sometimes when you get caught up in the details you can forget to be fun. You don’t want your website to come across too serious or stuffy, but at the same time – clients can tell if you’re trying to be different just for the sake of it. For us, Love Creative have struck a great balance.

The website is youthful and fast-paced, their fonts and colour choices are punchy, and you’ll find GIFs and on-brand love heart icons right across their website. Overall, it reflects their personality and the fun brands they work with, without compromising on quality and detail.


So, that’s our checklist.

Chances are your website is already excelling in lots of these areas. However, it’s always good to take a step back, look at things with fresh eyes and put yourself in the shoes of a potential client.

Don’t forget, your website is your stage, your shop window, and like with most things in life – you won’t get a second chance to make a good first impression.

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