Agency Website Scorecard
Large PR Firms

Thanks for viewing our agency scorecard for large PR firms. Below you’ll see scorecards for lippe taylor, fgs global, the Zeno Group. RSW/US has been supporting marketing agencies’ new business efforts with our outsourced agency new business/lead generation program and reviewing agency websites since 2005. To learn more, click here.

lippe taylor

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User Experience

Easy to navigate?

Overall, the site is very simple to navigate. It’s easy to move from case study to case study and up and down across the main page. The work section is interesting – nothing like we’ve ever seen before. It makes the task of identifying the brands a prospect might want to look at very simple.
Also, good that their news and insights content opens on separate tabs to it’s easy to bounce back to the main site.

Results-centric

Shows value of what agency can do?

Solid use of results to paint a convincing picture of what lippe taylor is capable of producing for its clients. The only suggestion is to call out the results at the top of each work showcase to better pull prospects into the case study story.

Clarity

Gets to the point?

The agency doesn’t make it difficult for prospects to know who they are, what they do, and how they do it better. Messaging is clear and to-the-point. Their story also flows nicely from the top of the fold on the home page, on down. They share some impressive work, they talk about the industry recognition they’ve received, they present their RTBs to support their opening claims, and they close out with a feature on the book their owner wrote and the pick-ups the agency has received. A very nice, easy to follow story.

Positioning

Defines what agency does and how unique?

Unlike many other PR firms that have tried to hybrid their way into the full-service marketing agency world, lippe taylor embraces their PR roots and works to own the place of being the “earned media AOR” – that is selling itself against a world of people tired of regular advertising. Well done lippe taylor!

Legitimacy

Instills confidence in agency?

As mentioned above, the site does a lot to create a feeling of being a legitimate player in the communications space. They back up their claims with solid reasons-to-believe, they showcase results to back up the value of their work, and they share successes their own agency has achieved – all of which should make a prospect feel good about the decision to use lippe taylor.

Consistency

Tells a cohesive story across site?

The site carries the same attitude/character throughout the entirety of the site. The site is also very consistent in presenting its case on the home page and then again on the “About Us” page.

fgs global

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User Experience

Easy to navigate?

The fgs Global site is easy to navigate. No major issues with the user experience. The site itself isn’t too terribly complex – pretty straightforward in terms of the information presented and how it’s presented.

Results-centric

Shows value of what agency can do?

We understand that there are times when a marketing/communications client does not want any of their information shared and/or doesn’t want their brand publicly displayed on a website, but the complete absence of either seems a bit extreme.
The vacuum left because there are no client logos or work examples present (even masked examples), would potentially leave an unassuming prospect wondering if fgs Global was a good fit for them.
As it stands now, the prospect has to dig to find the “sectors” that the firm operates in. One suggestion is to move the sector section right below the top of the fold and get rid of (or move to the bottom) the three insights/news/elections blocks featured right below the top of the fold. These really do nothing to support the firm’s positioning or support the value of what fgs can do for a prospect.

Clarity

Gets to the point?

While there is nothing terribly confusing about what is on the fgs site, we’re not really sure what fgs is trying to tell prospects. As discussed below, they talk “impact” and they talk complexity of the marketplace, but there isn’t a clear message wrapped throughout the site.

Positioning

Defines what agency does and how unique?

There is not real clear point of difference presented in the fgs site. Everyone can claim expertise, insights, flawless execution. And if an agency is going to call out “impact” as the result of all the reasons-to-believe why they do it better, they need to pay it out with results or at the very least talk about successes in a generic way so the prospect walks away with some sense of confidence that fgs can get the job done.

Legitimacy

Instills confidence in agency?

While there is a lot absent from the fgs site and there isn’t a real compelling point of difference presented on the site, the agency does come across as being legitimate – in part because of its size, reach, and scope of services. These things don’t differentiate, they just make a visitor feel like fgs has all the resources needed to get the job done.

Consistency

Tells a cohesive story across site?

There is a consistent look/feel throughout the site, so that is good. It all comes across as very professional, more conservative, and resource rich. On the messaging side of things, we don’t feel like there is a lot of consistency across the site. There isn’t a single story that weaves its way across all points on the site.

Zeno Group

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User Experience

Easy to navigate?

Zeno makes it difficult to easily navigate throughout the site – particularly when a prospect is checking out the “Work” section or the “Capabilities and Services” section. The site doesn’t give a prospect an easy way to move from one work example to the next or one capabilities section to the next. The prospect has to back out completely and start the look all over again.
Providing users with a button that easily takes them back to the main section’s page or takes them to the new piece of work (as an example) would be a simple fix to make it easier to move around the site.

Results-centric

Shows value of what agency can do?

The agency does a real nice job of paying out its promise of delivering “real business impact” in virtually all of the work examples they present on the site. As was the case with lippe taylor, we would also suggest taking the results for each work example and showcasing them on the top of the work example to help create interest in the successes achieved and better draw prospects into the content.

Clarity

Gets to the point?

Zeno does a good job of clearly delineating who they are, what their point of difference is, what they do, and who they do it for.

Positioning

Defines what agency does and how unique?

The site does a nice job of defining Zeno’s point of difference: “fearless pursuit of the unexpected.”
One suggestion since the site already says “who they are” at the top of the fold is to move the “what we do section” to right below the top of the fold. This way the site defines the positioning, and the next section would be the payout or end benefit for the client (“We give clients the courage to push the boundaries of what imaginative thinking can achieve.”). We would also suggest following the “what we do section” with the work which is now presented near the bottom of the home page scroll. This way a more complete story is told. Right now it’s pretty broken up by “insights” and “agency culture” content.

Legitimacy

Instills confidence in agency?

Zeno comes across as being a fairly legitimate player in the space – in part because of its global presence, in part because of its client roster, and in part because of results they are able to deliver for their clients.

Consistency

Tells a cohesive story across site?

While there is some consistency in the use of the “fearless” positioning across a handful of pages, it could better populate the site. As an example, on the work page, rather than saying: “We develop creative solutions for the world’s biggest and best-known companies and brands.” which any agency can say, building in some messaging about “fearless” and “pursuit of the unexpected” might set a better tone leading into the review of case study work.
We would also recommend doing the same at the opening of each work case study. As an example, instead of opening with “Bush’s Beans Can Film Festival. Bush’s Beans modernizes “that beautiful bean footage” with first-ever virtual festival.” Say something like: “Pushing the limits to create a fearless campaign that modernizes that beautiful bean footage with a first-ever virtual festival”
Baking that in (no pun intended) to each case study will further reinforce the perceived value and legitimacy of what Zeno does for its clients.

Agency Website Scorecard
Large PR Firms

lippe taylor

fgs global

Zeno Group

lippe taylor

User Experience

Results-centric

Clarity

Positioning

Legitimacy

Consistency

fgs global

User Experience

Results-centric

Clarity

Positioning

Legitimacy

Consistency

Zeno Group

User Experience

Results-centric

Clarity

Positioning

Legitimacy

Consistency

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Agency Website Scorecard Large PR Firms

lippe taylor

fgs global

Zeno Group

lippe taylor

User Experience

Results-centric

Clarity

Positioning

Legitimacy

Consistency

fgs global

User Experience

Results-centric

Clarity

Positioning

Legitimacy

Consistency

Zeno Group

User Experience

Results-centric

Clarity

Positioning

Legitimacy

Consistency

Want to learn more about RSW/AgencySearch and how we can help you find better agencies, at no cost to you?

Newsletter Sign-Up

Site Map

Contact Us

Connect With Us

Agency Website Scorecard
Large PR Firms