Agency Website Scorecard
– Small Full Service Agencies

Thanks for viewing our agency scorecard for small full service agencies. Below you’ll see scorecards for Grady Britton, Movetic, and Vantage Point. 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.

Grady Britton

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User Experience

Easy to navigate?

Grady Britton makes it very easy for prospects to see their work, move throughout the site, and get to know the personality and purpose of the firm.
Given they have an expertise that runs cross category, there is less of a need to make it simple for prospects to see work in their respective category. Seeing how they carry their purpose-driven expertise across categories is likely of value to prospects, regardless of the category they are in.
We also like how the case studies allow the prospect to dive a bit deeper into individual campaigns/initiatives to showcase more of the work. This makes it easy to see additional projects or jump back to the main case study page.
It’s nice that the Certified B Corp report opens in a separate window.

Results-centric

Shows value of what agency can do?

Loved how they lead off every case study with stats about the success of the program. While some of the results showcased are more meaningful than others, it’s still great to lure the prospect into the case study by showing them the end-result first. Something we always recommend to our agency clients that get involved in our outsourced agency new business programs.
Only suggestion would be to try and build some of the results- centricity into the language in the site, so it doesn’t just feel like a “feel good” agency that does good. They do mention “building market share” at the top of the fold, but they are missing an opportunity to reinforce that in the next scroll down section of the site (“HI, we’re Grady Britton!”).

Clarity

Gets to the point?

This site couldn’t paint a clearer picture of who they are and what they do and why they’re different. Starts with the home page at the top of the fold and as you scroll down, you’re hit over the head with RTBs why they think and operate the way they do. Great job GB!
The clarity carries over into the case studies, where they not only clearly spell out who the client is, but also set the prospect up by telling them what challenge they helped that particular client address. Also, nice that they give a quick recap of the specific marketing methods used to help support the client.
They also do a nice job in each case study, opening with a brief (not overly involved) description of the situation and what Grady Britton did to help the client.

Positioning

Defines what agency does and how unique?

Defining positioning for full-service agencies can be difficult. The less focused an agency is on specific sectors or expertise, the more difficult it is to carve out a place in the mind of the prospect. Given what Grady Britton has chosen as their positioning, it naturally should be easier to define it, own it, and communicate it…which they do all of.
I’ve seen agencies that try and play in this same space, but they have very little to tell about their own agency and how their character and experiences support the claim. Not so much in the case of Grady Britton. Between the B Corp Certification, the woman-owned status, and their DE&I pledge, this helps round out a nice story about themselves which in essence becomes an RTB for why they are better at others at doing what they do.

Legitimacy

Instills confidence in agency?

For all the reasons mentioned above, the Grady Britton site paints a really solid picture of legitimacy.
We like how they add value and legitimacy to the services that they offer by citing a couple case study examples in the description of the service to help the prospect see first-hand how they used the marketing platform/effort to better their clients’ business.
One thing that might ding on the legitimacy a bit is the use of drawings for the team. If Grady Britton is about helping brands be transparent and real, a prospect might ask themselves, “Why are they hiding behind caricatures?”.
The other thing that the agency can do a better job of to really reinforce its positioning as a thought leader and forward thinker in their space, is to write more thoughtful, value-added posts. There are some good posts about work they do gratis for not-for-profits in the local Portland area, but there is very little value-added perspective embedded in their posts. We feel that they’re missing an opportunity by not doing that.

Consistency

Tells a cohesive story across site?

The site hangs together very well, with the exception of the use of the caricatures.
All the imagery used on the site is consistent – big, bold, and enjoyable to look at.

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Movetic

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User Experience

Easy to navigate?

Overall, Movetic has a very solid site that is generally easy for the prospect to navigate. The choices they provide visitors are simple and easy-to-understand
The reason for not getting a “5” is four-fold…nothing earth- shattering, that’s why we’re not knocking them down further, but definitely something they should consider doing.

1. On their services page, you can’t easily get from one service to another, and the pages themselves are very long and challenging to work your way through. As we’ll talk later, there’s a lot of good information baked into these pages, but it’s hard to digest because there’s so much of it.
2. On the case study portion of the site, it would be helpful to have some kind of filter to make it easier to find what’s relevant to that specific prospect. With so many case studies on the site (which is great), it’s a chore to work through all of them as a prospect, to find what’s important and relevant to me.
3. On the “results” portion of their site (which, by the way, we love!) it would be nice if the results box or logo linked to the case study (maybe in a separate window). Would be nice to see the work behind the results.
4. And lastly, while the fact that every choice starts with the home page image is interesting, would be nice if as a prospect, they could just jump to where I want to be – or if keeping that home page image is important (which we get – see below) – have it move through the cycle faster. We found ourselves losing interest as we waited for the choice we made to show up.

Results-centric

Shows value of what agency can do?

We love and have never seen a “Results” selection in the grouping of tabs to select from. Movetic does a great job of showing their prospect universe how well they’ve done what their home page promises (“Moving Brands Forward”) and how important metrics, KPIs, and results are to them. Nice job, Movetic!
And as if the results weren’t enough…they have to knock us over the head with pictures of happy clients and their testimonials. Bravo, Movetic!

Clarity

Gets to the point?

Generally speaking, everything is pretty clear on the site in terms of the choices available for the prospect. It would be nice to know a little bit about the team, but we suspect given the size of the shop is relatively small, they’re probably trying to not call that out, which we get. One way to address this is to position the team members as the “Leadership Team”, which naturally would be a smaller group, regardless the size of the agency.
The other area that could be cleaned up some is in the services pages. While we love the perspective Movetic provides around the services – talking about the importance of a solid website, as an example – it just feels like the kitchen sink is being thrown at prospects and it’s possible they don’t really know where to turn. We feel like so much is given to the prospect that it might be hard for them to know what exactly Movetic does – or does well.

Positioning

Defines what agency does and how unique?

The agency does a nice job of trying to differentiate themselves by “owning” the understanding of the millennial mindset and their ability to integrate technology and analytics to move brands forward.
They follow their introduction on the home page with brands that clearly appear to fit with this positioning (e.g., Lyft, Celsius PT 1, and Skrewball Whiskey) which helps indirectly reinforce and pay out their positioning.

Legitimacy

Instills confidence in agency?

All of the case studies presented, the body of work within case studies, the results…all help suggest that this agency called Movetic is legit. We’ve seen agencies with just as many (if not more) clients simply list brand names and not share the work and the results. When presented with a laundry list of client names, we are always suspicious of just how many are current. Showing work for as many as they did at least lessens that concern and makes it all feel more legitimate and real.
It would be nice if they had a blog that provided some thought leadership perspective about their thinking and expertise in the millennial space and how to best use technology and analytics to create great marketing programs.

Consistency

Tells a cohesive story across site?

The site is very consistent in its look and feel. It has a certain attitude that nicely carries itself throughout the website.

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Vantage Point

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User Experience

Easy to navigate?

Overall, a solid site. Organized in a very easy-to-follow, easy-to-find manner.
Love when agencies do this…give prospects the choice to select case studies by industry or by type of work. Great to make it as easy as possible for the prospect to see what’s most meaningful to them.
And the other great thing about their case study section is that all the case studies look the same in structure, so the prospect doesn’t have to re-orient themselves with each new case study. Trust us, not everyone does it!
Only challenge is it’s difficult to “find your way back” when you click to different parts of the site. As an example, when a prospect wants to take a look at Vantage Point’s media services, they have to back out, or scroll to the top and click on “Services” again to see their “Branding” services.
It is nice however, that when a prospect is in the “Branding” portion of their site, they’re given examples of “Branding” work they can link to and blogs that speak to their insights about branding. Very nice, Vantage Point!

Results-centric

Shows value of what agency can do?

Only suggestion for the VP team is to move the “Results” section of their case studies up so prospects can quickly see the value of what you’ve done. They don’t even have to read the case study; they can just look at your results to validate your value. And if possible, don’t just talk about results in the results paragraph; call out a key success metric or two – like you do with the “Solutions” call-outs.
Otherwise, great job talking about results in most, if not all, the case studies!
And nice job including some real client testimonials on the bottom of the home page. Two suggestions though, relative to these testimonials: 1) allow the prospect to link to the case studies tied to the testimonial – it will help bring it all to life; and 2) include the testimonial in the respective case study to make them that much more impactful!

Clarity

Gets to the point?

The website, for the most part, gets to the point on all of its pages. The case studies aren’t overly burdened with a lot of text, the service pages provide a bit more information, but it’s all organized in a way that’s easy to digest. And the home page flows nicely and tells the story of who they are fairly well.

Positioning

Defines what agency does and how unique?

Only giving Vantage Point a “3” because they never pay out what “new perspective” is. Great that they’re zeroed in on “B2B”, but while they suggest they’re bringing something “new” to the table, the prospect is never told what that is. All the services are the same as other agencies; the types of companies they work with are not too dissimilar from other B2B agencies. The agency needs to pay it out to make it more meaningful.
Some thoughts include: Rather than have an “Evaluate Your Marketing” button, which doesn’t speak to the positioning, how about showcasing a “See How We’re Different” button and have it lead to a page that speaks to all the reasons why you bring “new perspective”? Maybe it’s the broad cross-category experience in B2B, lending itself to better insights. Maybe it’s the experience or background of the team. Maybe it’s your NPS score or something unique about your process.

Legitimacy

Instills confidence in agency?

There’s no doubt that Vantage Point is expert in their space and can do a great job if the prospect is a B2B client.
The agency not only does a great job of showcasing results, but they also provide additional dimensions with client testimonials and the Net Promoter Score (which should be brought into the conversation more than it is now, per the above).
Vantage Point does a nice job showcasing logos of clients they’ve worked with, which adds credibility to their story.
And their blog is filled with great value-added content that they do a nice job of attaching to different places on their site (e.g., showcasing blogs that speak to their insights relative to branding in the “Branding” portion of the site).

Consistency

Tells a cohesive story across site?

While they certainly speak to their expertise in B2B throughout the site and talk about how their services and processes help prospects that operate in B2B, it would be nice to also see “new perspective” woven throughout the site as well.
Even something as simple as changing the sub-text on the service page from: “We are an agency made up of B2B marketing experts, working together to achieve our clients’ marketing goals” to something like: “We are an agency of B2B marketing experts that tap into our varied set of experiences to bring fresher, new perspective to achieve our clients’ marketing goals.”

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Agency Website Scorecard
– Small Full Service Agencies

Grady Britton

Movetic

Vantage Point

Grady Britton

User Experience

Results-centric

Clarity

Positioning

Legitimacy

Consistency

Movetic

User Experience

Results-centric

Clarity

Positioning

Legitimacy

Consistency

Vantage Point

User Experience

Results-centric

Clarity

Positioning

Legitimacy

Consistency

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Agency Website Scorecard – Small Full Service Agencies

Grady Britton

Movetic

Vantage Point

Grady Britton

User Experience

Results-centric

Clarity

Positioning

Legitimacy

Consistency

Movetic

User Experience

Results-centric

Clarity

Positioning

Legitimacy

Consistency

Vantage Point

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
– Small Full Service Agencies