Last update : 17 September 2020
If you are reading this article it’s probably the case that you’ve (already) bitten into the first part of this saga: The underside of web marketing agencies Vol 1.
I’ll spare you a long introduction and continue where we left off.
Discover the real expertise of a web marketing agency
As I explained in the first section, it is not rare for a web marketing agency (or freelancer) to not have mastered all the skills required to complete projects given to them. They will therefore often prefer to turn to other partner agencies or independent web experts rather than risk doing a bad job (which I think is a good thing). The question that then arises is what part of the work is delegated and how much work is performed internally? Indeed, 80% of the project should not be subcontracted, unless both companies have a habit of working together, as there is a good chance that the project will take a disastrous turn.
Unfortunately, it can be difficult for you as a customer to find this information if the agency with which you do business has no interest of being transparent with you. What do you do in this case?
You can start by asking who will work on every part of your project and learn about the skills of each member of their team. As a founder and lead of customer relations for a web agency, I can assure you it is very rare for a customer to go ask questions about the team and everyone’s role (which is surprising when considering amount of money you’re going to invest in your web marketing strategy).
Do not hesitate to ask bothersome questions to see the reaction of your potential provider. If you do not get a clear and satisfactory answer, take this as a sign and continue your research elsewhere. It is also possible that web agencies or less serious experts are not involved with your file themselves. You just want to avoid serious problems and save your money.
Find out what’s hiding behind your web marketing agency
So far I have spoken about web marketing agencies and web experts who work together to provide the best quality service, but there are also web agencies that couldn’t care less about the quality of their services as long as they receive good gross revenue. In appearance it is difficult to know whom you are dealing with if the agency or freelancer has not been recommended. So you must take some steps to find out if the company you are about to entrust your web marketing strategy to is competent enough so as to not disappoint you.
The first thing I suggest you do is ask to meet in office with the company (if they have any physical location). This is really the best way to know with whom you are dealing. You’ll know how many people work in this agency, how teams are organized and especially where to go in case of problems.
Many web agencies do not put the team members on their team page simply because there’s not really a team. It is therefore important to dig around a little to find out who will complete the job once you entrust your web marketing strategy. It may also be the case that the team page is completely fake, as the people presented online no longer work in this agency or have never worked there (yes, it’s scary but it’s a reality)!
Once on the scene, ask everyone for a small presentation to understand what exactly it is that they do. If the agency has nothing to hide, it is with pleasure that the manager will take you on a tour, proudly presenting you to their employees. If not, they will tell you that “everyone is not here today” and will be eager to move on.
Conclusion / transition
By adopting simple reflexes like I explained above, you will immediately eliminate the possibility of going to businesses that pretend to be web agencies without truly being one. Again, I have nothing against the self-employed or council of experts (on the contrary). My goal here is to give you the tools so you can knowingly choose your web marketing agency or expert. This is obviously not the only criterion used, so we will move on to the next post that will address a very controversial subject: quotes.