Feature
Moving past the ‘beauty contest,’ agencies are balancing brevity, content quality and AI search visibility to stand out.
by Emma Thumann July 15 2026
The website of most advertising agencies follows the same formula: a front page introducing the shop, a portfolio of the work, an “about” section that details its leadership and a contact page. Even when designers distinguish these websites visually, they still all start to feel the same.
“At some point, agencies forgot who their website [was] for,” said Katie Brown, head of growth strategy at Luquire. “It became so quickly about us or the other agencies looking at [our] website. It became a beauty contest in a way.”
