Insight

We have a problem with our own website, and there is a good chance you have the same one with yours. It looks great, and it lists everything we do, but a list of capabilities does not tell anyone why they should choose us over the next agency.

We started to suspect it when our SEO and marketing results did not match the effort we were putting in. We were doing everything the experts recommend: continuous content, case studies, and insights that answer the questions real visitors ask. The volume we expected never arrived. After a lot of reading, and after noticing that our own answer to "what do you do?" was a list of capabilities and the clients we have worked with, it became clear that our site was telling the same story as everyone else in our industry.

The reason is that capabilities are now commodities. There are plenty of digital agencies that are as good as us, and some that are better at specific things. If all a visitor takes away from your site is a list of services, nothing separates you from the others on their shortlist. What does separate you is what your business is really good at, what you believe in, and who you serve best. Those answers should drive your messaging and your marketing, not the other way around.

We are partway through that work now, and it is refining, not rebuilding. We are asking ourselves what we are really good at and what makes us different, and we are prepared for the answer to change what we offer. If that means cutting some capabilities to focus on others, so be it. If your own site is mostly a list of services, it is worth asking yourself the same questions before you spend more on content: what is your business really good at, what do you believe in, and who is your core market?

Still have questions? Give us a call, book a quick meeting, or send us a message to understand more without any pushy sales tactics.