Don't Trust An Advertising Agency To Build Your Web Site

Sure, the subject of this essay -- “Don't trust an advertising agency to build your Web site” -- is a sweeping generalization. While some advertising agencies may build great sites, the majority fail big time and their clients suffer as a result.

I've just finished a massive research project on effective Web sites. Over the course of a year, I have taken a look at least 1000 sites and interviewed dozens of marketing people about the way they build their sites. I have learned that Advertising agencies have a flawed model for Web site design.

By understanding the Ad agency model marketers in all kinds of organizations you can all learn ways to make our own sites more effective. If you understand these flaws, you can work with your agency and help them be successful. And agency staffers may be able to learn how to do a more effective job with their own Web site work.