Solved: How to create a checklist for selecting an agency?

Hi there,

Thanks for getting in touch. I'm happy to give you some initial thoughts and guidance on choosing an agency, based on what you've shared.

There's a lot to consider, and it's easy to get overwhelmed. The goal is to find an agency that's a good fit for your specific needs and budget. I've worked with a lot of different businesses and agencies and I'd say most businesses tend to focus on the wrong things.

Here's an overview with some actionable solutions you can use:

We'll need to look at traffic quality and your website...

Reviews are a decent starting point, but I'd say they shouldn't be the only thing you consider. You see, some agencies are simply better at collecting reviews or being pickier about who they work with. You really want to dig deeper than just looking at star ratings and customer testimonials.

Instead, focus on what they are actually doing for themselves.

It's crucial to evaluate whether an agency can actually deliver on its promises. If they're running ads for themselves, do they even show up in search results? And if they do, are the ads any good? Does the copy speak to you? Is the design appealing?

If it's a web design agency, is their website well-designed, easy to navigate, and up-to-date? If they offer SEO services, do they rank for relevant keywords? Do they have a solid backlink profile? Use tools like Semrush, Ahrefs or Moz to get a feel for their site's SEO health.

But here's a crucial point: even if an agency excels in these areas for themselves, it doesn't automatically mean they'll be able to achieve the same results for your specific business. Running ads for an e-commerce store selling handcrafted jewelry is vastly different from running ads for a B2B SaaS company.

I remember one client who came to us after working with an agency that had a fantastic website and impressive SEO rankings. However, their paid ad campaigns were a complete disaster. The agency simply didn't have the experience in that specific area.

So, while it's important to assess their self-promotion efforts, remember to take it with a grain of salt. Different industries need different approaches, and it's vital to ensure that the agency has experience in your industry or a similar one.

I'd say you need to give it more time...

When it comes to SOPs (Standard Operating Procedures), I'd argue that they're more relevant for larger agencies. Smaller agencies tend to be more flexible and adaptable in their approach. They often don't have the resources or the need for rigid, documented processes.

What's more important is whether the agency is organised and has a clear process for getting started and managing client relationships. Can they clearly explain their approach? Do they have a defined process for onboarding new clients? How do they track progress and ensure they're meeting your goals?

If they can't articulate their process in a clear and concise manner, that's usually a red flag. It suggests they may not have a well-thought-out strategy or a consistent approach to client management.

Asking them how they would approach your specific situation is an excellent way to assess their knowledge and understanding of your business model. Do they ask the right questions? Do they delve deep into your target audience, your competitors, and your unique selling points? Or do they just ask generic questions and try to sell you a cookie-cutter solution?

You want an agency that takes the time to understand your business inside and out, not just one that's trying to close a sale quickly.

It might be worth focusing on the basics first...

One of the best ways to evaluate an agency is to ask them to walk you through how they would get started with your project. Pay close attention to the type of information they gather and how deeply they delve into your needs, your clients, personas, etc.

Are they asking generic questions that could apply to any business, or are they asking questions that are specific to your industry, your target audience, and your business goals? Do they take the time to understand your current marketing efforts, your strengths and weaknesses, and your competitive landscape?

You want an agency that is genuinely interested in understanding your business and developing a tailored strategy to meet your specific needs. If they're just asking surface-level questions and trying to sell you a pre-packaged solution, that's a sign that they may not be the right fit.

I remember once speaking to an agency that didn't even ask for my website. That was a red flag. The least you can do is look at the business' website, otherwise you can't give any insightful advise.

Consider expert help

Choosing the right agency can be a daunting task, but by following these steps, you'll be well-equipped to make an informed decision. Ultimately, the best agency for you will be the one that understands your business, has a proven track record of success, and is committed to working closely with you to achieve your goals.

If you're feeling overwhelmed or would like a more personalised assessment of your needs, you might want to consider getting some help from an expert with years of experience choosing and managing agencies. We at Lukas Holschuh have helped dozens of businesses to scale, and that often starts with picking the right partners to work with.

We'd be happy to offer you a free consultation to discuss your specific needs and provide you with tailored recommendations. There's absolutely no obligation, and it could be a valuable opportunity to get some clarity and direction.

Regards,
Team @ Lukas Holschuh