But it's worth the effort. Imagine a potential client who is looking for an agency that has done work for hospitals to create a campaign for an inner city health program. Suppose they find a page through Google that shows an ad campaign that was done for a similar hospital, also targeting an urban audience. That work is not just applicable to their project. Due to the way search engines work they would likely find some of the very words and phrases from their search on the page. This copy, describing the project, its challenges, solutions and successes, would increase the relevance of the work itself. Imagine a prospect approaching you, having been directed from such a relevant source. It can happen. By combining images with the written word, advertising agencies and design firms can reverse a common problem that currently keeps them out of search engines, and instead deliver well-qualified leads. They'd have all that, just for the cost of writing a few hundred words.


In addition to including words in your portfolio of work, there are a lot more ways advertising agencies and design firms can use their websites more effectively. I guest authored an issue of Persuading last May. In it, I discussed in detail how an advertising agency or design firm can make its site more functional as a marketing tool. Some of the topics include practicing what you preach, keeping content current, emailing newsletters, tracking visitor sessions, technology options, partnerships and more. If you'd like to read it just use our contact form and type "Request Persuading PDF" into the comments field. I'll be happy to email it to you!