The Agency Process: From Lead Generation to Retaining Clients


In the world of running an agency, having a well-established process is of utmost significance. It is the culmination of years of experience and countless mistakes that have led to the creation of this method. The purpose of this blog is to provide insights and save time and money for readers. By sharing the step-by-step process used in managing projects, the aim is to empower others in the agency world to streamline their operations and deliver exceptional results.

Lead Generation

When it comes to generating leads organically, referring clients is the best way to go. When a client is happy with your services, they are likely to recommend you to their buddies and other business owners, bringing in more leads.

In addition to referrals, having a YouTube channel can also be an effective way to generate leads for web design. By creating content for over 3 years, you can establish yourself as an expert in your field and attract potential clients.

Another useful tool for lead generation is an email form on your website. By having clients fill out this form with their details, such as pricing, deadlines, and expectations, you can vet them to ensure they are a good fit for your agency and save time in the process.

Vetting clients through the email form not only saves time but also helps to ensure a good fit. By gathering important information upfront, you can determine if the client’s needs align with your expertise and if their budget matches your pricing. This process eliminates unnecessary meetings and potential misunderstandings, allowing you to focus on clients who are a good fit.

Initial Call and Project Evaluation

During the initial call with a potential client, it is crucial to discuss their needs and expectations. By actively listening to the client, the agency can better understand their requirements and tailor their services accordingly.

In addition to discussing client needs, it is important to explore deadlines, contracts, and pricing range in the first call. This helps to set clear expectations from the beginning and avoids any surprises later on. By discussing budget early on, the agency ensures client comfort and avoids any potential misunderstandings.

Assessing project feasibility is another crucial step during the initial call. The agency can leverage their past experience and expertise to evaluate if the project aligns with their capabilities. If the client’s needs exceed the agency’s expertise, it may be necessary to refer them to another agency or freelancer.

Furthermore, it is essential to consult with the team to evaluate if the project fits within the available resources. This ensures that the agency can deliver exceptional results within the given timeframe and budget.

By addressing these key points during the initial call and project evaluation, the agency can establish a strong foundation for a successful partnership with the client.

Kickoff Call and Project Management

The kickoff call serves as a discovery session where the client and the project manager can discuss the project in detail. It is an opportunity for the agency to understand the client’s needs and expectations.

During the kickoff call, effective communication is crucial. The project manager actively listens to the client, allowing them to express their requirements and goals. This ensures that the agency can tailor their services accordingly and deliver exceptional results.

Notion is used as a CRM and project management tool in the agency. It provides an internal view for managing projects, completed tasks, and meeting notes. The team can collaborate effectively, keeping track of project progress and ensuring that all tasks are completed on time.

In addition to the internal view, Notion allows the agency to share project progress and tasks with the client. The client has their own dashboard where they can check in and see what is going on in the project. This transparency fosters trust and effective communication between the agency and the client.

To further enhance communication, the agency utilizes Loom for feedback rounds. Loom allows the project manager to record videos explaining the project progress, design choices, and any other relevant information. This helps to illustrate effective communication and allows for clear feedback rounds.

By utilizing the kickoff call, Notion as a CRM and project management tool, and Loom for effective communication and feedback, the agency ensures that projects are managed efficiently and client satisfaction is achieved.

App Tools and Communication

Effective communication and the use of app tools are crucial in managing projects at our agency. Here are some commonly used apps and communication platforms:

  • Figma: This design tool allows our team to collaborate and create stunning designs for our clients.
  • Webflow: For development projects, Webflow is our go-to app. It helps us build responsive and interactive websites.
  • Framer: When working on smaller projects or simple landing pages, Framer is a useful app for design and prototyping.
  • Loom: We utilize Loom for feedback rounds and project updates. This app allows our project manager to record videos explaining progress, design choices, and other relevant information.

When it comes to communication, we use various platforms tailored to our clients’ preferences:

  • Slack: This messaging platform allows seamless communication within our team and with clients.
  • Discord: For some clients, Discord is their preferred communication platform. We adapt to their needs to ensure effective collaboration.
  • Email: Traditional email communication is still widely used and convenient for clients who prefer this method.
  • Teams: In some cases, clients use Microsoft Teams as their primary communication channel. We adapt to their preferred platform for seamless collaboration.

By utilizing these app tools and communication platforms, we ensure efficient project management and effective client communication. Tailoring our communication channels to suit clients’ preferences fosters smoother collaboration and ultimately leads to client satisfaction.

Retaining Clients and Expanding Services

Maintaining client relationships is vital for the success of any agency. By offering maintenance and ongoing development services, agencies can retain clients and generate additional income.

One effective way to retain clients is by leveraging past client relationships. When clients are satisfied with the quality of services provided, they are more likely to recommend the agency to others. These referrals can bring in more leads and expand the client base.

To capitalize on these opportunities, it is recommended to reach out to past clients and offer maintenance services. Sending a simple message or email stating that the agency now provides ongoing support can lead to new projects and continuous income.

Client retention and income diversification offer several benefits. By retaining clients, agencies can build long-term relationships and establish a reliable revenue stream. It also reduces the need for continuous lead generation and allows agencies to focus on delivering exceptional results to their existing clients.

Diversifying income through additional services ensures financial stability and reduces dependency on a single source of revenue. This allows agencies to weather economic downturns and expand their service offerings.

By prioritizing client retention and expanding services, agencies can create a solid foundation for long-term success and growth.

Pricing and Continuous Growth

Setting the right pricing for your agency projects is essential for sustainable growth. At our agency, we have established a minimum project price of $10,000. This minimum ensures that we can deliver high-quality results and cover our costs effectively. However, it is important to note that pricing can vary widely in the agency world, with some agencies having minimum project prices in the range of $100,000 to $200,000.

When it comes to agency pricing, it is crucial to consider factors such as project complexity, scope, and the value provided to the client. By accurately assessing these factors, you can determine a fair and competitive price for your services.

In addition to setting the right pricing, continuous learning and growth are vital for long-term success. The agency world is constantly evolving, with new technologies, trends, and strategies emerging regularly. By staying updated and investing in continuous learning, you can ensure that your agency remains at the forefront of industry advancements.

One effective way to foster continuous growth is by engaging with other agency owners. By networking with industry peers, you can share knowledge, insights, and best practices. Collaborating with other agency owners allows you to learn from their experiences and gain new perspectives on managing projects and growing your business.

It is important to seek opportunities for growth and avoid stagnation. This includes attending industry conferences, participating in webinars, and joining online communities focused on agency management. By actively seeking out growth opportunities, you can stay ahead of the curve and provide exceptional services to your clients.

Remember, pricing and continuous growth go hand in hand. By setting the right prices for your projects and investing in continuous learning, you can position your agency for long-term success and deliver exceptional results to your clients.


In conclusion, having a well-established agency process is crucial for success in the industry. By following a step-by-step method, agencies can save time, streamline operations, and deliver exceptional results to clients.

Reiterating the value of a well-established agency process, it is important to note that this process is the result of years of experience and learning from mistakes. By implementing this process, agencies can avoid common pitfalls and ensure client satisfaction.

Engagement and discussion are essential in the agency world. Readers are encouraged to ask questions, share their experiences, and engage in meaningful discussions. By learning from one another, we can continue to improve and grow as professionals in the field.

Lastly, the author expresses gratitude to the readers for taking the time to engage with the content. The author is excited for future content and looks forward to providing more valuable insights and knowledge in the future.

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