According to High’s survey, 97 percent of clients on the prowl for a new agency examine an agency’s site as part of the due diligence process. And, more than three-fourths of client decision-makers believe the ‘people/staff’ profile sections are the single most important component of an agency’s site.
Yet, almost half of the agencies polled have sites that only contain profiles of the two or three most senior people. And, 18 percent don’t feature anyone on their sites.
High’s results confirm what we’re seeing: more and more prospects asking for biographies of the ‘team’ that would work on their account. It’s always been important but, I think, so many ‘clients’ have been burned by the big agency ‘bait-and-switch’ model that they’re insisting on the team ‘meet and greet’ before pulling the trigger.
It makes sense, but can be difficult for the agency since the ‘team’ a prospect meets with, say, September 5th might not be the one that’s available on October 5th when the client makes its final decision. That’s because a day or a week at an agency can be like a year in more traditional businesses. Clients come and come. Accounts wax and wane. And, while Johnny, Janey and Akbar may have had time available when they first met the prospect well, stuff happens.
High’s survey is instructive and we, for one, will be making changes to our web site to make it more user friendly and people-focused. Prospects will be seeing more Peppercommers on our site, but they’ll have to balance that with the realities of agency life when it comes to the composition of their actual team.