How website design can help scale your marketing agency
July 29, 2019
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Scaling a marketing agency is harder than it sounds. While the gist of it is relatively simple: hire fresh talent and land new clients, the devil is – as always – in the details.
The whole process should be like a carefully choreographed dance. Your fresh talent has to be ready exactly when new clients come. If the steps are not well aligned, you may end up paying bored new employees who have nothing to do. On the other hand, you can find yourself with overworked employees and angry clients who feel their accounts are neglected.
But that’s just the tip of the iceberg. Scaling touches virtually all the processes at your agency. You need to be ready to change and upgrade everything from acquiring resources like ink and stationery to pitching new clients.
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Website design – the best showcase of your skills
A company website, while being an integral part of any marketing plan, has many functions. Depending on the industry, a website’s purpose can range from a mere platform for communication to – like in the case of Veem – providing the product itself.
For a marketing agency, your website’s purpose is all that and even more. Why? Thanks to the rise of digital marketing done largely through various websites and apps, marketing companies face a unique situation when it comes to their website.
Imagine your website as your calling card. It’s the best and easiest way to show the world – and potential clients – who you are and what you do.
You can showcase your agency’s creativity and talent for free on your own site. What better way to woo new clients? No other business has the same advantage, except probably a website design company.
Beware though: this is a double-edged sword.
Quality over quantity
Do you know those websites where the cursor randomly turns into a dancing creature, or the scrollbar whizzes up and down like a mad elevator?
Well, there’s a specific target audience for effects like that. If your agency caters to that audience, by all means, go for it. But if not, it’s best to stay away from over-the-top effects like those.
Even though they may seem incredibly creative and downright hilarious to a marketing manager, they could be simply annoying to some clients. And you don’t want to scare away potential clients with “too much creativity”.
When in doubt, consult yourself: what is the image my agency is going for? Are we edgy, out-of-the-box daredevils? Or are we more serious, business-like professionals? Or something in between?
Aim for a website design that best corresponds to your company image.
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Simplicity over convoluted ideas
While displaying your creativity is important, don’t forget that clients aren’t only looking for a showcase of your talent.
In fact, it’s equally important to prove that you’re worthy of their trust. Besides ingenuity, your website needs to exude professionalism, credibility, and accountability. You have to demonstrate to potential clients that doing business with you is worth their time and money.
One of the best ways to show that is by a simple, user-friendly, easy-to-navigate website. If your website is a jungle of images, text, and unstoppable pop-up videos, where clients can’t even find the contact page because the cursor turned into a dragon doing the moonwalk, you’re in trouble.
Think of your website as a conversation. Whoever lands there wants to get on with their business as fast as possible. Figure out what questions your visitors are asking, and how you can answer those in the fastest and clearest way possible.
Another great way to show prospective clients how good you are is by displaying the enthusiasm of existing ones. Studies show that 84% of people value online reviews as highly as the opinion of their friends and family.
This makes sense. A business owner not experienced in marketing would take the word of another business owner in a similar situation over anybody else’s, including yours. So instead of singing your own praises, get your clients to do it.
One of the best ways to display client enthusiasm is through customer stories. While longer than traditional reviews, customer stories can really go into detail about the ways your agency helped a particular client’s business to success. These can help reassure prospective clients unsure about hiring you that your agency indeed stands by its word.
However, since customer stories are typically longer than reviews, make sure to feature traditional shorter reviews on your site for potential clients who are pressed for time.
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How to do a website redesign
If you don’t have employees with specific IT know-how, don’t worry. There are many user-friendly website design templates you can choose from, offered by popular website design software like WordPress or Wix. These make it easy to develop and maintain a professional-looking, sleek website even if you lack the necessary IT expertise.
Alternatively, if you have a bigger budget to cover your website design costs, you may want to hire a design company to do the job for you. While this option is definitely costlier than doing it all yourself, it also ensures you get the necessary help should you encounter difficulties.
As a best-of-both-world solution, you can even consider hiring a website design company to do the initial work and have them train your employees about maintaining the site in the future. This way, you get the necessary push in the beginning, and you “only” have to ensure that everything runs smoothly after the launch.
Your website is one of the most important assets of your marketing agency. It helps your day-to-day operations, and is essential when it comes to scaling your agency. Make sure you have a professional, creative, user-friendly and beautiful website to help attract new clients and keep existing ones.