56% of clients think agency websites lack clarity

The most successful creative businesses we mentor have one thing in common – they’ve sorted out their own marketing before tackling their clients’. It’s like the airline safety demonstration: put on your own oxygen mask before helping others.

The 2025 What Clients Think report reveals a startling disconnect: 61% of clients find it difficult to establish what an agency does best at when looking at their website. Even more concerning, 64% say agency case studies fail to tell them what they need to know.

Why clarity matters

Being clear about your own position isn’t limiting – it’s liberating. When you understand exactly what you do and who you serve, decision-making becomes easier. Every opportunity can be measured against your core purpose.

For example, if your creative business helps government departments improve public engagement through human-centred design, it’s easier to decide whether to take on that exciting restaurant branding project (probably not).

Examples in action

Here are some clear positioning statements we’ve seen work in successful design studios:

We help rural and regional not-for-profits build sustainable donor bases through digital engagement

This regional Victoria studio stopped competing for general branding work and focused exclusively on helping non-profits with digital fundraising. Their website now features detailed case studies showing before-and-after donation metrics. Rather than talking about “beautiful design” or “creative solutions,” they discuss donor acquisition costs and retention rates.

When we pitched against general agencies, we’d win maybe one in four projects.
Now we’re often the only studio considered because we speak the language non-profit directors understand.
Founder, regional Vic studio

We remove digital friction from government services through human-centred design

This Sydney team recognised that government clients value risk reduction above all else. They developed a proprietary testing methodology that identifies usability issues before launch, which they showcase prominently on their website and in proposals.

Their case studies don’t just show the final designs—they document the testing process, user feedback, and implementation challenges. This approach has transformed their client conversations from design aesthetics to measurable service improvements.

We help professional service firms demonstrate expertise through content design

This three-person studio realised that law firms, accountancies, and financial consultancies all face the same challenge: translating complex expertise into engaging content. They developed specialised skills in information design, data visualisation, and technical writing.

Their website features side-by-side ‘before’ and ‘after’ comparisons showing how they transformed dense technical information into clear, compelling communications. This focused approach has attracted clients who previously worked with larger agencies but felt their specialised needs weren’t understood

Impact not value

The old way was talking about design value. The problem is, value is subjective. Impact can be measured through clear design metrics.

Using the examples above:

Non-profit donor bases can be measured.
Digital friction can be measured through user testing.
Professional services expertise can be measured through engagement.

Quick self-assessment: How clear is your positioning?

Ask yourself these three questions:

Could your positioning statement apply to competitors? (If yes, it’s too generic)
Can you explain your positioning in under 15 seconds? (If no, it’s too complicated)
Does your website showcase work that aligns with your stated positioning? (If no, you’re sending mixed messages).

The What-Clients-Think-2024-25 report shows that 76% of clients fail to recall the names of more than 5 design agencies beyond their incumbent. With such limited mental space available, clarity isn’t just helpful—it’s essential for being remembered.

So what?

The data is clear: clients are overwhelmed by similar-sounding agencies with unclear specialisations. The opportunity to stand out through clarity has never been greater.

Take action: set aside two hours this week to audit your website through a client’s lens. Are you clearly communicating what makes you different, or are you contributing to the 56% problem?

As always, happy to discuss further, just email.

Carol Mackay

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About Carol Mackay

After 30+ years running a design studio, I accumulated a pretty special network of fellow designers. One thing most have in common: a need for more information about the ‘business’ side of design. Most are impatient with any task competing for time spent doing what they love – designing so they wanted more info about how to work more efficiently and effectively.

Not me. I love that intersection between design and business. I built a career working with Ombudsman schemes, the Emergency Services sector and the Courts. My special power has always been an ability to use design to translate the difficult to understand or the unpalatable message.

I now use exactly the same skills with creative business owners. I translate the indigestible into bite-sized chunks of information. I share insights, introduce tools and embed processes to help others build confidence business decision-making skills. More confidence makes it easier to grasp opportunities. More confidence makes it easier to recognise a good client from the bad.

Outside DBC I have mentored with Womentor, AGDA The Aunties, and most recently Regional Arts NSW.
And I’m a proud volunteer and board member of Never Not Creative.

Always happy to chat, I can be contacted here.