10 Elements of a Marketing Web Agency Website to Skyrocket Conversions (with Examples)
No matter what your client acquisition strategy is, your prospects will flow through your marketing web agency website on their way to becoming paying clients. As your business’s digital storefront, it’s a critical client touchpoint that plays a major role in how your agency is perceived. Importantly, it’s also where clients sign up for your tools and services, so knowing how to optimize it for maximal conversions can be game-changing.
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Luckily, that’s exactly what we’ll do in this blog post. We’ll cover every important element and key section you need to ace for a well-designed, informative, and conversion goal-crushing digital marketing site. Whether you’re starting an AI agency or polishing your existing agency site, use this as a checklist to audit your design and make sure it does the heavy lifting for your business.
1. Branding & Logo
Every memorable web agency website starts with a cohesive, professional brand design and logo. Here’s why they matter:
- A strong brand and logo convey professionalism. Your clients want to work with a professional, credible agency partner. Whether they’re trusting you with their AI SEO optimization or handing over reputation management to your agency, they need to know their business is in good hands. That message starts with thoughtful, consistent branding.
- They convey your marketing agency ethos. Whether you’re a playful, outside-of-the-box type of organization, a more buttoned-up partner for businesses in fields that prize seriousness, or a high-tech AI business, your marketing agency website branding and logo can convey those values before visitors read a single word.
- They make your business memorable and recognizable. A strong brand identity used throughout your web agency site, social media, and marketing collateral will make your agency “stickier” in people’s minds.
So, how can you make sure your branding is effective? Here are a few tips to keep in mind.
- Work with a professional rather than trying to DIY it.
- Opt for a logo that’s simple enough to look great even in small sizes, such as in social media profile photos or printed on small merch, like pens.
- Choose fonts that align with your brand message. Serifs tend to convey tradition and trust, while sans-serifs have a contemporary, friendly feel, but there is plenty of variation in these two broad categories.
- Focus on one brand color. You can have a palette to use throughout your digital agency website and other touchpoints but having one primary brand color will make it more easily recognizable.
- Create usage guidelines. Ensure you have brand guidelines to guide how your brand elements can be used. This ensures consistency, which is key to the professional application of any brand.
For an example of top-notch web agency website branding in action, check out Beans Agency.
- Simple, easily scalable logo? Check.
- Font that conveys the brand's fun, friendly personality? Check.
- Clear primary brand color? Big, yellow check
2. Company Description
Visitors to your digital marketing site want to know who, exactly, they’re thinking of doing business with. That’s where your company description comes in.
It’s tempting to jump into all of your capabilities and case studies, but don’t forget to include a section that communicates your agency’s mission, vision, and unique selling proposition (USP).
Attention spans are short, so keep things concise, engaging, and informative. Use this section to convey your agency’s expertise and experience, and give prospects confidence that you have the industry knowledge to deliver on their needs, whether that’s creating chatbots or maximizing lead generation.
The key to success here is to edit ruthlessly. Write down everything you want to say, then go through with a red pen and eliminate redundant words, fluffy language, and sections that don’t have much emotional impact. Here’s a web agency website that does this well:
Viralcuts place their company description right on their homepage where it’s prominently visible as you scroll down. Visitors instantly understand exactly what this agency can deliver, and the slick, simple design instills a sense of confidence.
3. Marketing Portfolio
A marketing portfolio gives you a chance to share your professional highlights and convey the quality of your work to prospects.
So, what goes in your web agency website marketing portfolio? Ideally, the work you share should align with the types of clients you want to attract. For example, if you offer AI integration services, you might include case studies on how your integrations have improved your clients’ business operations.
Speaking of AI integrations, check out this info-packed video about how you build an AI automation agency as a beginner:
If you sell an AI website builder, you may want to share some AI web designs have have been refined and optimized by your agency to showcase the results clients can expect.
Whether you share case studies, client testimonials, live websites, or campaign results, prioritize sharing them in a visually appealing and easy-to-navigate manner. Here’s a beautiful example from Mabbly:
Visitors can see the services delivered to each client, and on hover, a bold image is revealed and the cursor changes to the word “explore”, inviting users to click through and read more. This interactive approach maintains a clean design while adding an element of delight that encourages users to engage with the portfolio.
4. List of Services
Marketing agency services can vary considerably, confusing and overwhelming prospects. Your web agency website should make life easier for them, and a simple way to do this is to list your agency services.
It’s usually a good idea to provide a detailed description, especially for newer technologies like AI-powered funnels or other AI services that may be unfamiliar to clients.
An effective way to do this is with a mega menu, like this example from Hallam.
Services are logically structured into key categories, and each service is accompanied by an easy-to-understand sentence explaining what it is.
5. Team Page
We’re social creatures, and it’s much more appealing to do business with real people than with faceless organizations. That’s why creating a team page can make a big impact on your digital marketing agency website conversions.
To make your team page impactful, include well-lit headshots, authentic bios, and a short description of each member’s areas of expertise.
This can also be a great way to showcase your agency’s team culture and values. For example, having each bio include a funny element will make your agency appear casual and friendly.
Here’s how Kota showcases a large team in an innovative, uncluttered way:
Users can click through the slider, and clicking on a team member's image opens up a panel with more information about their skills and background. Note that the images aren’t your run-of-the-mill corporate headshots: instead, they let each team member choose an image that more accurately portrays their personality.
6. Testimonials
Testimonials are a great way to establish credibility by helping prospects see that others just like them have benefited from your services.
While these are often text-based, videos can also be engaging and effective for boosting conversions.
Check out this simple example from Ahrefs, which lets visitors click on the type of testimonial they want to see, including testimonials from content marketers, enterprise clients, and agencies.
7. Contact Information
It should go without saying, but it’s easy to forget: make it super easy for your web agency website visitors to get in touch. You may opt to include contact information or a form (or both) depending on your preferences.
If you share contact information, make sure these are included:
- Phone numbers, including extensions if relevant
- Email addresses
- Physical addresses, if available
Here’s a great example of a contact form from Graphite, which captures extra information about the lead that can be helpful when kickstarting the conversation.
8. Calls to Action
Calls to action (CTAs) should be incorporated throughout your digital marketing site. These can include phrases like:
- Request a quote
- Schedule a consultation
- Download a free guide
- Book a call
If you want to make money with AI, consider using an AI-powered A/B tester to try different CTAs. Whatever CTA you choose, it should direct visitors to take the next step toward becoming a paying customers. The simple “book a call” CTA on Skale’s website is made more impactful with the use of a waving hand emoji, so don’t hesitate to incorporate them if they make sense for your brand.
9. Blog
Blogs are a great way to showcase your agency’s expertise, boost organic traffic, and provide a behind-the-scenes peek.
Your blog should include topics that your clients are interested in and that relate to your offerings. For example, if you offer a range of AI-powered tools and services, you might have blog posts about AI startup ideas, using AI for coding, or making money with AI art. Consider including CTAs on your blog pages to encourage visitors to further engage with your agency.
Check out this fantastic blog page from Animalz, with a newspaper-inspired layout that pulls you in.Animalz
10. Mobile-friendly Design
Remember that an increasing number of users are accessing websites from their phones, so mobile-friendly design is non-negotiable. To make your website mobile-friendly, keep these tips in mind:
- Test responsiveness on different devices, including tablets and phones
- Test loading times, since mobile devices can be slower than desktops
- Optimize images for mobile viewing
- Ensure your navigation is easy to use on mobile devices.
Here’s an example from Maycreate, in which the menu collapses into an easy-to-see hamburger icon on mobile, and the agency’s key message remains clear.
