Agencies will market to you with an obvious problem.
“Your site is not on the first page!”
“Your UX is turning clients away.”
“Your content is not good.”
Ok, great. Thanks.
But, these statements are so general that it does not help you to understand what is really going on.
If you are not on page one of Google search results for competitive terms, then yes, you probably have digital marketing issues.
It doesn’t take a genius to point this out.
But what is the agency going to do about it once they sign you?
Your site had a UX issue before.
Six months later it still does.
9 months later you are still not ranking well.
A year later still no new content has been updated.
They simply have not done the work.
One of our recent clients even says agencies “engage in outright fraud”.
The agencies are not necessarily malicious but they don’t know what they don’t know.
It’s the Dunning Kruger effect.
They can point out possible issues, but they can’t fix it.
Or they take you on in good faith but do not have the manpower to do consistently good work.
However, you are still paying for the work every month.
To be honest, organic SEO is a bloodbath and only a few agencies can actually get you to rank consistently.
PPC has become so Google controlled that you need a true genius to navigate that and get you the results.
If your agency does not do either of those at a high level, you have no real chance to compete.
It’s like any industry.
You have the top performers and the pretenders.
There is a definite hierarchy of competence.
You don’t want to be $100K in the hole before you realize who is who.