Every agency wants more leads.
But most agencies skip the part that actually makes lead gen work.
They turn up ad spend.
They hire a lead gen agency.
They blast outbound like it’s a numbers game.
Then they sit back and wonder:
“Why are we still getting ignored?”
“Why are all these leads unqualified?”
“Why is every sales call a price negotiation?”
Here’s why:
Lead gen doesn’t create demand. It amplifies what’s already there.
And if what’s already there is vague, unclear, or undifferentiated?
You’re not driving growth.
You’re just making the noise louder.
Want your lead gen to work?
Fix your positioning first.
1. Get Specific—Because Generalists Starve
Every agency thinks they’re positioned well.
But when you ask them what they do, they say:
“We help businesses grow with digital marketing.”
Translation?
“We sound like every other agency on LinkedIn.”
If your positioning is too broad, too vague, or too generic, you’ll never stand out.
Instead, own a specific space.
- Bad Positioning: “We help businesses with SEO.”
- Better Positioning: “We help B2B SaaS companies get off the Google Ads hamster wheel and generate inbound leads through SEO.”
Rule of Thumb: If your positioning could fit 1,000 other agencies, it’s not positioning. It’s wallpaper.
2. Ditch the Buzzwords—Say Something That Actually Means Something
Most agency websites are a graveyard of meaningless jargon.
- “We provide cutting-edge, results-driven, end-to-end digital solutions.”
- “We partner with brands to unlock scalable growth through innovative strategies.”
Nobody talks like this.
Instead, speak like a human.
- Bad: “We leverage data-driven insights to maximize conversions.”
- Better: “We make sure your website stops leaking money by fixing why people aren’t buying.”
Your prospects should instantly understand your value—without needing a decoder ring.
3. Lead with Outcomes—Not Your Process
Nobody wants SEO, branding, or demand generation.
They want what those things get them.
- Bad Positioning: “We build world-class websites.”
- Better Positioning: “We turn your website into your best salesperson.”
- Bad Positioning: “We optimize paid ads.”
- Better Positioning: “We get you more qualified leads for less money.”
Clients buy outcomes, not tactics. Position yourself accordingly.
4. Own a Painful Problem—And Be Ruthless About It
Your clients aren’t waking up thinking about your agency.
They’re waking up stressed about a specific problem.
And your positioning should punch them right in that problem.
- Weak Positioning: “We help startups with marketing.”
- Strong Positioning: “We help tech startups stop wasting money on marketing that doesn’t convert.”
If your positioning doesn’t make your ideal client say, ‘That’s me,’ you’re doing it wrong.
5. Be Controversial—Because Nobody Remembers the Bland
If your positioning doesn’t make anyone disagree, it’s probably too safe.
Great positioning takes a stance.
- “Lead gen isn’t your problem. Your positioning is.”
- “SEO is a waste of money—unless you do it this way.”
- “If your brand looks like everyone else’s, enjoy competing on price forever.”
Nobody remembers safe and forgettable.
They remember bold and specific.
6. Make Your Niche So Clear That It’s Instantly Referable
Most agencies think niching down will shrink their opportunities.
Wrong.
When you’re hyper-specific, people know exactly who to send your way.
- Bad: “We do branding for all kinds of businesses.”
- Better: “We do branding for 7-figure DTC brands launching their first retail expansion.”
If people can’t instantly describe what you do to someone else, your positioning is broken.
7. Stop Saying “Full-Service” (It’s the Fastest Way to Blend In)
“We’re a full-service agency.”
Cool. So is literally everyone else.
“Full-service” tells people nothing.
Instead, plant your flag on something specific.
- “We help agencies fix their positioning so lead gen actually works.”
- “We help e-commerce brands scale past $10M without burning cash on bad ads.”
The more specific you are, the faster prospects recognize that you’re the right fit.
8. If You Sound Like a Freelancer, You’ll Get Treated Like One
Agency owners make this mistake all the time:
“We help businesses with marketing.” → Sounds like a freelancer.
“We help high-growth B2B agencies attract premium clients.” → Sounds like an expert.
The way you describe your business determines how you get treated.
Freelancer positioning = low-value leads, scope creep, and price objections.
Expert positioning = high-value leads, premium pricing, and no BS.
9. Validate Your Positioning with Real Data
Your positioning isn’t what you say it is.
It’s how the market responds to it.
Test it everywhere.
- Put it on your website. Do visitors convert faster?
- Use it in your LinkedIn bio. Are you getting inbound interest?
- Try it in outreach. Are better-fit clients responding?
If your messaging isn’t landing, your positioning isn’t strong enough.
Tweak, refine, and optimize until your market starts self-selecting you as the obvious choice.
Final Thought: Positioning Isn’t a Tagline—It’s Your Entire Growth Engine
If your positioning is weak, lead gen will always feel hard.
If your positioning is dialed in, lead gen becomes effortless.
Fix this first, and everything else gets easier.
Frequently Asked Questions About Positioning & Lead Gen
Q: Why isn’t our lead gen working?
Because lead gen doesn’t create demand—it amplifies what’s already there. If your positioning is weak, you’re just scaling confusion.
Q: What’s the #1 positioning mistake agencies make?
Being too vague. If your ideal client can’t instantly recognize themselves in your message, you’ve lost them.
Q: How do I know if my positioning is strong enough?
When the right clients instantly resonate with it—and the wrong ones self-filter out. If you’re still getting bad leads, it’s not strong enough.
Q: What’s the first step to fixing our positioning?
Own a specific niche, solve a painful problem, and communicate a clear outcome. Until that’s locked in, scaling is just amplifying noise.