Recently, someone asked me in a DM about what they should do with their agency to get more clients. They had a pretty undifferentiated website which didn't directly appeal to any one avatar... let alone their "ideal" avatar.

Some Recommendations:

• Ensure Your Primary Call-to-Action Aligns with Your "Ideal Avatar". In this case, the primary CTA was for the audience to have their existing content marketing strategy evaluated... and yet their ideal avatar was a startup. This is a severe misalignment, which was on top of the fact that the "offer" being presented was too high-threshold to be the front-end offer.
•  Reposition Your Agency Entirely. As I mentioned, he was focused on early stage startups... and yet his ideal client was likely to sit at a higher level on the Sophisticaton Spectrum. I encouraged him to either position up a level or to completely shift his offerings to be more about building a "go to market foundation" or content to "support ads" or something that an early-stage SAAS would want. I also advised him to add advertising servcies or partner with a media buying company.
• Add More Avatar Language to the Messaging. This agency owner had generic language on his website, with words like "SMB" instead of "early-stage startups" or something more specific. I advised he change that, pronto.
• Add More Specificity to the Case Studies. The case studies he used needed more specifics, and he needed to feature his case studies on the website and in social media outreach. 
• Add Team Info. He constantly referred to "we" and "us" and his "team"... yet there was no information on who "we" was! This reduced trust and prestige in the mind of the website visitor and thus likely impacts his ability to get clients.
• Create a Unique Mechanism or a Program. He didn't have any named processes or approaches, instead offering "Content Marketing." This won't work in today's hyper-sophisticated market.

I also sent him this case study....

Click here to read it.

In it, you'll find a high level overview of the strategy I led one client through which turned his $36K engagement with me into a $1M project -- their most rewarding up to that point. They've since been acquired (which is the dream, right?!).

Smart people who are following me will take note, implement what they learn, and then come back to me with questions. (Maybe on a consulting call where you can get unstuck for far less than the $36K that agency paid me.)