As part of my regular routine, I spend a significant amount of time reviewing agency websites. While I appreciate the opportunity to explore the remarkable work of creative professionals, I’m also keenly observing those agencies that fail to represent themselves effectively. In some cases, there’s a chance to step in and offer a more strategic approach to their online presence.
During these site visits, I often encounter a fair amount of unnecessary fluff—exaggerations and irrelevant information that dilute the message. It’s perplexing why agencies would opt to highlight irrelevant details, such as the year of their founding, their high school accolades, or even the reasoning behind their office space choices. What’s even more baffling, however, is the lack of focus on what truly matters: showcasing their best case studies and demonstrating their core expertise.
One of the most frequent offenders I encounter are statements that, on the surface, may sound admirable, but upon closer examination, lack substance. These are often the kinds of grandiose claims that sound as though they were written in a moment of unearned confidence, perhaps while gazing out over a dramatic landscape. However, beneath the surface, they are little more than empty words.
Take, for example, the well-worn line: "We only take on clients we believe we can help." Really? So, if a client approaches you with a significant budget, you’d turn them away because you suddenly doubt your own capabilities? It’s difficult to take such a claim seriously, especially when you know full well that many agencies would happily welcome a lucrative client, regardless of whether they’re the best fit.
While such statements are meant to convey integrity and a strong sense of professionalism, they often do the opposite. Instead of impressing potential clients, they typically provoke eye rolls and scepticism.
I shared one of these statements with a colleague during a recent conversation, and his response was spot on: “It’s an easy claim to make, but impossible to verify, and probably not true.”
The truth is, agencies should focus on delivering substance. Instead of relying on empty slogans, let your work and results speak for themselves. We’re far more likely to be impressed by tangible outcomes and the real impact you’ve had for your clients.
So, let’s get to the point: ditch the unnecessary fluff and focus on showcasing what truly matters—the value you bring and the results you deliver. After all, that’s what clients want to see.