Inspiration: 3 Ad Agency Websites That Work

Yes, another post on ad agency websites. This time I am writing about three very different approaches. All work. How do I know this? These agency sites deliver via unique approaches at a time when many agency websites act more like a ‘me-too’ non-sales oriented brochure. To start, here are some of my key website success points.

You will only get 8 seconds of a prospect’s attention. So, state your reason for being — fast.

That means, KISS — Keep It Simple Stupid.

Walk your talk.

Help me to want to meet you.

Try to look and sound different. The sameness of agency website messaging, look and attitude is distressing.

Your website is a sales tool. Worth repeating. It is a sales tool.

Use video to tell your story.

If you dig social, then deliver some highly targeted thought leadership. Provide more substance than a ‘me-too’ agency blog.

Entice a prospect to contact you. Friendly sales works.

The 3 Agency Websites.

1. HawkSEM

HawkSEM is a digital / PPC marketing specialist based in L.A.

Here is why I dig the HawkSEM website.

• Slavish devotion to the agency’s Results / ROI positioning. That means their messaging supports their stance. As in: “No BS, just Results. Average Clients see a 4.5x ROI”
• The positioning is client focussed.
• Massive use of videos. Mucho people to watch on this site.
• Sexy client list plus relevent cases plus video testimonials.
• Very serious Google endorsement.
• They ask for the order via simple offer… “Request a free consultation.” Not just the usual, all too usual, “Contact Us.”

This approach makes them successful.

2. Wise Branding Group

I’d never heard of Betsey Wise until I read her right-on quote in Ad Age’s “Agency Nostalgia Hits SXSW.” See what I mean (as in, this must be the dream of every employee working at WPP or Publicis):

“And this is what’s wrong with the agency model,” said Betsy Wise, CCO of her own branding group. “Too many people in a meeting, and not enough getting done.”

Ms. Wise was just joking about the room too full for her to even enter, but she was also kind of serious. She was there to talk about what agency workers can do to overcome the waning influence of their industry. She used to be in it, until she started her own company, and now sets her own hours.

“I’m working 30 hours a week, and I’ve easily doubled my salary, maybe tripled,” Ms. Wise said.”

Here is why I dig the Wise Branding Group website:

• Super clean design.
• The site’s navigation elements are the graphics / the graphics are the navigation.
• Who We Are. / What We Do. / What We Believe? / Who We Serve / What We Are Up To.  Is kinda all you really need to know.
• I like the copy and its tone.

More? Could Wise add more stuff? Sure and it might help. Or, um, distract.

3. Joan.

More women. I am only saying this because Joan. celebrates women. Especially women named Joan. Need rationale?

“Throughout history, various Joans have shown up on the scene and completely changed the landscape — from rock and roll, to comedy, to helping put a new face on the protest movement of the 60s, and of course, to our favorite Joan, who triumphed on the French battlefields. These Joans knew that the combination of talent, ambition, curiosity, imagination, an eternal work ethic and a completely irregular perspective from the norm would allow them to question, challenge and change.

We take inspiration from these incredible women. And we hope to do some good in their name.”

Here is why I dig the Joan. website:

• The name is intriguing.
• The founders are named Lisa and Jaime.
• Interesting, non-standard-resumes: “What happens when one of Fast Company’s Most Creative People in Business and Refinery29’s former COO start an agency?” And leadership positions at Widen + Kennedy and Pereira & O’Dell and Ogilvy and Mather, Saatchi and Saatchi, BBH NY and Fallon.
• Sweet, diverse client list that includes: General Mills, Unilever, Jack Daniels, Coca-Cola, and Intel.
• Joan. walks the talk. They are establishing: “The Joan Foundation for Diversity in Advertising.”

Ok, I admit it. Much of what I dig is Joans.’s straight forward approach to all of the reasons I’d give them a call. The site is tight.