Most agencies think they have a lead gen problem.
They actually have a messaging problem.
Because here’s the truth:
🔹 Your prospects don’t care about your agency.
🔹 They don’t care about your process.
🔹 They don’t care about your awards.
They care about one thing: What’s in it for them.
And yet, agencies keep making the same messaging mistakes over and over…
Then wonder why:
❌ Their leads suck.
❌ Sales calls turn into price negotiations.
❌ Nobody understands what makes them different.
If your messaging is full of fluff, jargon, and “we-centered” copy, you’re making it harder to win clients than it needs to be.
Time to fix that.
1-5: The “Nobody Cares About That” Mistakes
1. Talking about your awards like they mean something.
“We’ve won 7 Addys and were named Best Agency by [Industry Group Nobody Has Heard Of].”
Cool. That’s great for your ego. It means nothing to clients.
Instead:
“Our work helped a client 3X their revenue in six months.”
Clients care about results, not trophies.
2. Leading with “we” instead of “you.”
“We’re a full-service agency that provides cutting-edge marketing solutions.”
Translation: “This is about us, not you.”
Instead:
“We help accounting software companies connect directly with hard-to-reach IT decision makers in mid-market accounting firms.”
Make the prospect the hero. Not you.
3. Writing for your peers instead of your prospects.
Your homepage sounds like a pitch to other marketers, not your clients.
Instead:
Write like you’re talking to a CEO who doesn’t care about marketing—just business growth.
4. Bragging about your culture, foosball table, and team retreats.
“We’re a fun-loving team that believes in collaboration, creativity, and passion!”
Nobody cares how much fun you have at work. Or your foosball table. Or you weekly bagel Mondays. They care about what you can do for them.
Instead:
Cut it. Your “About” page is for that—your sales pages need to sell.
5. Listing your services without explaining the value.
“We do SEO, PPC, branding, social media, and CRO.”
Cool. So does every other agency.
Instead:
“We turn your website into your best salesperson—so you stop losing high-value leads.”
Clients buy outcomes, not services.
6-10: The “Bland & Forgettable” Mistakes
6. Your headline is so generic it could be copy-pasted onto any other agency’s site.
“We help businesses grow.”
“Marketing that moves the needle.”
“Your trusted digital partner.”
If your headline sounds like it came from a LinkedIn slogan generator, you’ve got a problem.
Instead:
“We help family run businesses transition the brand from one generation to the next.”
7. Saying you’re “full-service.”
“We’re a full-service agency that does everything!”
Translation: “We specialize in nothing.”
Instead:
Own a niche. “We help DTC brands break through Amazon’s algorithm and drive direct-to-site sales.”
8. Over-explaining your process like clients actually care.
Clients don’t want to hear about your proprietary 7-step methodology or your “unique framework.”
Instead:
“We don’t just do digital ads—we make sure they convert with the highest yield customers.”
9. Using copy that could be for literally anything.
“We craft innovative strategies that drive business growth.”
Cool. Is this for marketing, consulting, software development, or AI-powered refrigerators?
Instead:
“We help real estate investors find high-net-worth buyers before properties even hit the market.”
10. Thinking your work speaks for itself.
“We let our results do the talking.”
Translation: “We expect prospects to magically understand our value without us explaining it.”
Instead:
Make crystal-clear what results you deliver and why they matter.
11-15: The “Stop Wasting Space” Mistakes
11. Your homepage doesn’t instantly tell me what you do.
If a prospect has to scroll, click around, or “figure it out,” they’re gone.
Instead:
Your value prop should punch them in the face within 5 seconds.
12. Hiding your pricing like it’s a state secret.
Most agencies shouldn’t put pricing on their site—but here’s the mistake:
❌ Making prospects work too hard to figure out if you’re in their budget.
Instead:
Make it clear who you’re for.
“We work with scaling practices doing $7M+ in revenue.”
Now they know. It’s not for their 2-person startup. No back-and-forth needed.
13. Overcomplicating your CTA.
“Book a free consultation to discuss your unique business needs and explore potential solutions.”
Instead:
“Let’s see if we’re a fit—schedule a call.”
14. Making your case studies all about you.
Clients don’t care about your creative process. They care about what changed for them.
Instead:
“We helped Acme Widgets go from being a complete unknown to a key player in 18 months.”
15. Assuming people know what makes you different.
If you don’t state it clearly, they’ll assume you’re just like everyone else.
Instead:
Make your big differentiator unmissable. Be the purple elephant in the room.
16-25: The “You’re Making Sales Harder Than It Needs to Be” Mistakes
16. Sounding too formal and stiff.
People buy from people.
Instead:
Write like you talk.
17. Leading with “free audits” instead of actual value.
Free audits just signal “We’re about to pitch you.”
Instead:
Give a real insight that helps them, even if they don’t hire you.
18. Trying to be clever instead of clear.
Nobody cares if your tagline is witty.
They care if it’s useful.
19. Adding friction everywhere.
❌ Making people jump through hoops to book a call.
❌ Long contact forms asking unnecessary details.
❌ Overcomplicated proposals.
Instead:
Make everything easy, fast, and clear. Friction kills.
20. Positioning your retainer as a never-ending expense.
“We build long-term partnerships.” → “Oh great, you want me to pay you forever.”
Instead:
“We get you fully ramped in 90 days, then move into high-impact optimization mode.”
21. Assuming clients know their own problems.
They don’t. That’s why they hire experts.
Instead:
Clearly show them why their current strategy is broken—and how you fix it.
22. Thinking “more content” = better messaging.
Your clients don’t need a 20-page PDF. They need clarity.
Instead:
Make every word earn its place.
23. Burying your best proof where no one sees it.
Put your strongest results front and center.
24. Letting design overpower clarity.
Some agency sites look more like art installations than businesses. Clients have no idea what they’re looking at.
Instead:
Your message comes first. Design should enhance it, not bury it.
25. Thinking people will “figure it out.”
They won’t. Spell it out. Make it obvious.
Fix your messaging, and selling gets easier.