The Death of the Generic Agency Website
By Alex Morrison
The agency website has a problem. Not a design problem — a courage problem.
Every agency claims to be different, then builds the same site as everyone else. Centered hero, three feature cards, testimonial carousel, contact form. We have all seen it a thousand times.
The irony is thick: agencies that sell creativity are the worst offenders when it comes to their own digital presence. They preach brand differentiation while their sites are indistinguishable from their competitors.
The Template Trap
It starts innocently. A new agency needs a website fast. They grab a template, swap the colors, add their logo, write some copy about "innovative solutions" and "passionate teams." Ship it.
Six months later, they realize their site looks exactly like three of their competitors. But now they are too busy with client work to fix it. The cycle continues.
What Actually Works
The agencies winning new business in 2026 share one trait: their website IS their portfolio piece. It demonstrates the craft they sell. The animations are intentional. The typography is deliberate. The layout breaks expectations.
Your website is not a brochure. It is a demonstration of capability. If you cannot make your own site remarkable, why would a client trust you with theirs?