Agencies often skip their own brief because they are busy with clients’. That is why so many agency sites say the same generic things. Spend an hour on the points below, and the site almost writes itself. We draft from your answers and you approve everything.
Who you serve and what you deliver
Describe the kinds of client you work with: industry, size, stage. Then list the services you deliver, and next to each note the typical project size and what a normal engagement includes. Say what you do not do, and who you refer elsewhere.
If you serve other agencies as a production partner, write that audience down separately, since it needs its own page and its own tone.
Items to assemble
- ✓Services with scope — project sizes, inclusions and exclusions
- ✓Process steps — discovery, build, review, launch, care, with owners
- ✓QA approach — how work is checked before delivery
- ✓Turnaround ranges — tied to scope, honest
- ✓Team shape — who does what, without inflating headcount
Partner and confidentiality material
For a partner page, decide what you offer: production capacity, white-label builds, overflow work. Decide what you will say about confidentiality, ownership and handoff. Decide the first step: a short form, then a call.
Prices stay off public pages. Prepare instead a sentence on how pricing is discussed, so the buyer knows what to expect.
Proof without client names
Work you cannot name is still usable. Prepare anonymized descriptions of project types, the problem and what you delivered, with figures only when you can document and have permission to share them. We will not write numbers or clients you have not given us, and we leave out anything that could reveal a client’s identity.
Decisions only you can make
- ✓Primary audience — direct clients, partner agencies, or both
- ✓Tone — plainly professional or more personal
- ✓Inquiry questions — the three you always ask first
- ✓Reply timeframe — what you can honestly commit to
Mine your proposals and kickoff decks
You have already written most of your website, just not for the website. Your best proposal explains the problem, your approach and the deliverables. Your kickoff deck lays out the timeline and who does what. Your handoff document lists what a client receives at the end. Send us the latest version of each, with client details removed, and we lift the plain explanations into service and process pages.
Flag any sections you are tired of repeating on every call. Those are prime candidates for the site, because answering them in public saves you the same fifteen minutes each time.
A project summary template to fill in three times
- ✓Type of client — industry and size, without a name
- ✓Starting point — what they had and what was wrong with it
- ✓What you did — the specific work, in the order you did it
- ✓What they received — files, access, training or a care plan
- ✓What you would tell a similar buyer — one honest lesson from the project
Write down your words and your banned words
Every agency has phrases it uses and phrases it avoids. Make two short lists: the words that describe how you work, such as "fixed scope" or "weekly check-ins", and the words you never want on your site, such as clichés you have seen on competitors’ pages. We draft against both lists, which saves a full revision round of you crossing out language that does not sound like your shop.
What to expect, honestly
- ✓Claims need your confirmation — nothing is added unverified
- ✓No client names without written permission — we publish none
- ✓Partner pricing stays inquiry-only — no public figures
One example of what your site could look like
This is one sample we designed. Yours is built around your business, your photos and your words, and we have more examples if you want to compare directions.
How it works
1. Consultation
We learn your services, customers and goals, in English or Spanish.
2. We write and design
We draft the words and build the site around your business.
3. 10 revision rounds
You review and request changes until it is right.
4. Launch and care
We launch, then Website Care keeps it hosted, backed up, checked weekly and A/B tested.
Keep reading
White-label websites · Agency capabilities · What to send a web designer · Website mistakes to avoid
