Uninspired Agency Websites
Never mind they are most likely using a generic template, but what about the concept, content, and imagery? There are quite a few “creative” agencies that have the same approach when it comes to their websites. Here are some examples:
• They have a page on their website that show a bunch of logos of companies they apparently have done work for. This worn-out trend actually has a name and is called “logo soup”. (I know, it sounds dumb. I didn’t name it.) This is supposed to impress the viewer and imply that the agency has designed the logos shown. They haven’t. This misleading visual filler is just plain dishonest.
• They claim they have a “proprietary” way of doing something. They usually give it a cutsey name to help make it appear more special. This technique is pure nonsense. Since the beginning of marketing, there is no agency that has a magic, guaranteed way of doing something. If there was, that agency would be the only one in the world— for who would hire anybody else?
• When an agency talks A LOT on their website (this also applies to their face-to-face meetings, brochures, etc.). This is a red flag. This word noise is supposed to impress you and is generally a distraction from them being able to show you actual examples of their quality work. (Pay no attention to the man behind the curtain!) They should do more “show” and less “tell”.
And then there is the issue of bad stock photography and illustrations:
• On the typical agency website you will find a photo of someone writing/drawing on a clear glass panel with a marker. They are on the back side of the glass writing the letters facing the wrong way so that it looks like they are the right way (readable) to the viewer (you) on the other side of the glass. Sigh. It is supposed to appear as if they are solving problems. It doesn’t and they aren’t.
• On the typical agency blog, why do they use such hackneyed stock photography and illustrations? Aren’t they supposed to be a creative agency? Shouldn’t they have actually created something rather than being… uncreative— and lazy? Geez, practice what you preach.
• And don’t forget the trite photo of a random group of people depicting all ages, races, and sexes to show how diverse the agency is. (Spoiler. None of those people work there.)