unbounce unbounce
  • Products
    • Products and features
      Build, test, and optimize landing pages—all in one platform
      • Landing pages

        Landing-PagesLanding pages
        Build pages with smart features that get more sales and signups
      • A/B testing

        A/B testingA/B testing
        A/B test your landing pages without a designer, developer, or deep pockets
      • Smart Traffic

        Smart TrafficSmart Traffic
        Automatically send visitors to their best-match landing page with AI optimization
    • Products and features
      • Smart Copy

        Smart Copy iconSmart Copy
        Use AI to instantly generate copy for your pages, ads, emails, and more
      • Integrations

        Integrations iconIntegrations
        Connect your favorite marketing tools and add extra functionality
      • Templates

        template iconTemplates
        Get started fast with hundreds of industry-optimized templates
    • More solutions by Unbounce
      Empower your go-to-market teams to grow faster
      • Insightly CRM

        Insightly iconInsightly CRM
        Scale pipeline management and turn leads into loyal customers faster
      • LeadsRx marketing attribution

        LeadsRx iconLeadsRx marketing attribution
        Confidently measure and optimize high-converting channels
  • Solutions
    • Industries
      • Agencies iconAgencies
      • Ecommerce icon Ecommerce
      • SaaS icon SaaS
      • Small Businesses icon Small businesses
      • B2B Marketing icon B2B marketing
      • Service Specialists icon Service specialists
    • Use cases
      • PPC icon PPC
      • Social Ads icon Social ads
      •  Email Marketingicon Email marketing
      •  Lead Generation icon Lead generation
    • Flexible limits and extra support
      Flexible limits and extra support
      Grow your marketing to any number of landing pages, visitors, and conversions Learn more arrow icon
      Highlight-Visual
  • Pricing
  • Resources
    • The essentials
      •  Lead Generation icon
        What is a landing page?
        Start converting more of your traffic with our complete guide to landing pages
      •  Lead Generation icon
        Landing page examples
        Use this collection of Unbounce-built examples to inspire your next campaign
      •  Lead Generation icon
        Conversion benchmark report
        Get insights from over 57 million landing page conversions across various industries
    • Marketing resources
      Marketing resources
      Learn to build high-converting marketing campaigns with our resource library
      See all resources arrow icon
      Highlight-Visual
  • Contact
  • Log in
  • Start building for free
  • Log into Smart Copy
  • Sign Up For Free
  • Start My Free Trial

  Agencies

Collect More Clients with Complex Language

CBR-Agencies-Hero-Image-mobile-cropped-1

  OVERVIEW

Key Insights for Agencies

Digital marketing agencies are usually more focused on building landing pages for other businesses than for themselves. But you’ve gotta generate leads, too—and to do that, you’ve gotta get professional.

agency-recommendation

 

Readability doesn’t mean more conversions.

You’d think accessible, easy-to-read copy would help you convert more visitors, but that’s really not the case for agencies. What gives?

loudspeaker-icon-pink-e1616796425601-1

 

Generating leads might call for some complexity.

It’s not only that simple language doesn’t get you more conversions. If you’ve got a form-fill page, you could be better off writing in a more detailed, businesslike way (and we think we know why).

human-icon-pink-e1617225067697-1

 

Positive or negative, your clients ain’t buying it.

We analyzed how including certain types of emotional language might impact your page performance. Turns out, just about every sentiment—the good and the bad—is more likely to hurt than help.

Accelerate results with simple CRO

Access the full Conversion Benchmark Report for detailed industry benchmarks, in-depth conversion rate insights, top-performing channels, and more.

We've encountered an error

  Key Insight: Conversion Rate

Agency forms convert 46.6% less often than those in other industries.

Agencies Median Conversion Rate by Conversion Type graph v2
Agencies Median Conversion Rate by Conversion Type graph v2 (mobile)
 
“

Marketing agencies exist in a hyper-competitive context—options are everywhere—and most buyers have been burned at least once. Visitors are only on your page because they couldn’t find a good referral, so trust thresholds are high.

Andy-Crestodina-photo
Andy Crestodina
Co-Founder and CMO, Orbit Media

Conversion Rate: 2020 vs. 2021

Agencies-Conversion-Rate-by-Report-Year-graph
Agencies-Conversion-Rate-by-Report-Year-graph
know-how-icon-pink-yellow-e1616796609780

What’s this mean? This graph (called a “box plot”) shows how the conversion rates of landing pages are distributed. The dotted horizontal line is the median conversion rate, while the “box” shows where most pages sit. The vertical lines (or “whiskers”) represent the range of the remaining pages, excluding any extreme outliers.

  Key Insight: Readability

Don’t sweat readability. Just make the best pitch possible.

In most segments, we see a pretty obvious correlation between the readability of a landing page and its conversion rate. As the copy becomes shorter and more understandable, the performance goes up. Makes sense, right?

Things are a lil’ different with agency pages. For starters, while easy-to-read copy makes your visitors somewhat more likely to convert, you only really see the benefit at the very far end of the spectrum. (Like, an elementary school comprehension level.) That’s a tough mark to hit, and the payoff isn’t huge.

And then there’s word count. Write a short page (say, under 300 words) in almost any other industry and you can expect to get a decent bump in conversions. Write a short page as an agency? Mmm, maybe you get a half percent. There are better ways to optimize your landing pages.

 

Agencies-Conversion-Rate-by-Word-Count-and-Reading-Ease-graph-v2
Agencies-Conversion-Rate-by-Word-Count-and-Reading-Ease-graph-v2-mobile
key-insights-icon-pink-yellow-v2-e1617816890771

If you wanna optimize your landing page copy, don’t worry so much about reading ease or word count. Instead, focus on making the best pitch for your agency—however it looks.

Readability: 2020 vs. 2021

Here’s how reading ease and word count have changed on agency landing pages since our last report.

 +9.9%

Easier to Read

 +6.6%

More Total Words

  CONVERSION OPTIMIZATION

Turn more visitors into clients by optimizing for more conversions.

Wanna get the most outta these insights? Here’s how we recommend you use ‘em in your marketing.

CI 1 yellow pink icon

 

1. Pick the insights that are most relevant to you.

Do pages in your industry convert better when they’re short? Maybe your copy is giving off the wrong vibes? Take note of the findings that are relevant to your campaigns.

CI 2 yellow pink icon

 

2. Apply the recommendations to your pages.

Create a variant of your landing page and make the changes recommended in this report. Use A/B testing to see how it performs.

CI 3 yellow pink icon

 

3. Get new insights and keep on optimizing.

Use the results from your landing page variant to inform the creation of more variants. Keep improving your pages and watch as your conversion rates climb.

  Key Insight: Conversion Type

On form-fill landing pages, it helps to get into the nitty-gritty.

  Key Insight: Conversion Type

On form-fill landing pages, it helps to get into the nitty-gritty.

Across all types of agency pages, readability doesn’t do much for your conversion rate one way or another. On form pages, though, easier-to-read copy actually correlates with a drop in conversion rates. Huh?

Check out the graph. Form pages tend to perform best when they’re written in a way that requires a higher level of reading comprehension.

So, what’s the deal? When visitors are filling out a form on your agency page, it’s usually because they’re about to take the next step—they’re ready to have a serious conversation about working with you. But before they do, they wanna be sure you know your stuff.

This data shows that by demonstrating you’re the experts—through an informed and precise explanation of your value—you can persuade visitors they’ve found the right partner.

 

Agencies-Conversion-Rate-by-Reading-Ease-Form-graph Agencies-Conversion-Rate-by-Reading-Ease-Form-graph-mobile Share Graphic
key-insights-icon-pink-yellow-v2-e1617816890771

Consider experimenting with more sophisticated copy on your lead gen pages. Show visitors that you know what you’re talking about with an in-depth explanation of your value.

Optimizing for Form Conversions

 

Like with other types of agency pages, word count won’t really influence whether someone fills out your form. Still, shorter is better.

 

In other industries, including a “name” field in your forms can make someone less likely to convert. That doesn’t apply to agencies, though—so, ask away.

 
“

Someone looking at agencies is looking for a partner—someone who gets them, who understands what they need. Ultimately, you want to know as much as you can about an agency before committing.

Devin-Bramhall-photo
Devin Bramhall
CEO, animalz

  Key Insight: Sentiment

The only emotion you should want more of is joy.

Whether you’re a one-person bootstrap or a digital advertising powerhouse, our research makes it pretty clear: nearly all types of emotional sentiment can have a detrimental effect on your page performance.

And it’s not just the positive or negative stuff either. As you can see from the graph, it’s actually both. (People are tough to please, right?)

There is one sentiment that correlates with higher conversion rates for agency pages, and that’s joy. When you speak to the benefits that your service delivers—using modifiers like “remarkable,” “delightful,” and “exciting”—your visitors can be more likely to become clients.

 

Agencies-Conversion-Rate-by-Sentiment-graph
Agencies-Conversion-Rate-by-Sentiment-graph-v2-mobile
key-insights-icon-pink-yellow-v2-e1617816890771

You generally wanna avoid using emotionally-charged language on your page—but don’t hesitate to emphasize the value you bring by sprinkling in words that evoke joy.

Sentiments: 2020 vs. 2021

These types of emotional language saw the biggest change in use (increase or decrease) on agency pages over the past year.

 +22.9%

More Fear Words

 +4.4%

More Anger Words

 +6.7%

More Sadness Words

CBR-2024-professional_CTA_Desktop CBR-2024-professional_CTA_Desktop

  Agencies

Build and launch your landing pages quickly (without the headaches)

No more being at the mercy of your designers’ and developers’ calendars to launch a single landing page for your next marketing campaign. With Unbounce you can run the show from start to finish with a drag-and-drop builder, 100s of templates, built-in mobile responsiveness, AI copywriting, unlimited test variants, and more.

Launch better pages, faster with Unbounce
  • Overview
  • SaaS
  • Ecommerce
  • Agencies
  • Business Services
  • Catering and Restaurants
  • Education
  • Events and Leisure
  • Family Support
  • Finance and Insurance
  • Fitness and Nutrition
  • Home Improvement
  • Legal
  • Media and Entertainment
  • Medical Services
  • Real Estate
  • Travel
  • COVID-19
  • Methodology
  • Product
    • Landing pages
    • Integrations
    • Features
    • Landing page templates
    • How we compare
    • Product security
  • Solutions
    • Agencies
    • Ecommerce
    • SaaS
    • Small businesses
    • B2B marketing
    • Service specialists
  • Company
    • Corporate
    • About us
    • Careers
    • Partners
  • Resources
    • Blog
    • Integrate with us
    • How to build a landing page
    • Landing page basics
    • Landing page examples
  • Get in touch
    • Contact
    • Help center
    • Professional
      services
unbounce
unbounce
© 2009–2025 Unbounce Inc. All rights reserved.
  • Security
  • Privacy Policy
  • Terms of Service
  • CCPA
  • GDPR
  • instagram-logo
  • linkedIn-logo
  • x-twitter-logo
  • g2-logo