To move beyond anecdote and understand the true state of the market, a custom AI analysis engine was engineered to audit 1,000 agency homepages across the US and UK.
By stripping away the visual design, the analysis isolated the core messaging of every business, forcing the copy to stand on its own merit. The AI then acted as an objective, unwearied prospect, grading every single homepage against five strict criteria:
The 1000
analysis
The state of agency Positioning
An AI PRoject by the Hutch Consultancy
The Premise
1000 Creative Agencies Analysed
In 2026, The Hutch Consultancy analysed 1,000 creative, marketing and advertising agency homepages across the UK and United States. The research found systemic failures in how agencies describe what they do, who they serve, and what problems they solve, with the majority indistinguishable from their competitors.
In such a crowded market, I have long suspected that the way creative agencies position themselves is fundamentally broken. To move beyond suspicion and get to the truth, I built a custom tool to analyse the homepages of 1,000 agencies across the world.
The premise was simple: the homepage is a shop window. If an agency cannot adequately describe what they do, their target market and the problems they solve on their homepage, it is highly probable that the positioning is messy everywhere else.
The results paint a grim picture.
Most agencies are failing to answer the basic question: 'We do [X] for [Y] to solve [P]'. This report documents the five specific ways the industry is failing to differentiate, backed by the data of nearly 1,000 competitors.
At a Glance
Key findings from the analysis of 1,000 creative agency websites reveal systemic positioning failures:
-
63%Can't say what they do
-
81%Don't define target market
-
56%Ignore client problems
-
55%Talk mostly about themselves
-
72%Rely on hollow jargon
The Methodology
How the industry was measured
X
Positioning
What do you do?
Y
Target Market
Who is it for?
P
Problems
What do you solve?
H
Hero Complex
Do you talk about yourself too much?
E
Echo Chamber
Are you saying the same as everyone else?
X - Positioning: Does the agency clearly and explicitly say what they do in plain language?
Y - Target market: Does the agency clearly and explicitly declare who they work with?
P - Problems: Does the agency talk about the problems it solves for its clients?
H - Hero complex: How much does the agency talk about itself versus its clients?
E - Echo chamber: How many hollow, generic descriptors does the agency rely on?
The landscape is fragmented. Brands need to quickly identify specialists who can solve their specific challenge. Generic positioning forces them to do detective work; specific positioning does the work for them. It helps them self-select and holds up a mirror to their pain, telling them: 'We understand your world. We’ve solved this before.'
* Analysis attempted on 1,000 sites. Final validated dataset: 946 agencies (54 excluded due to security protocols).
The X Crisis
Positioning
Does the agency clearly and explicitly say what they do in plain language?
The Test [#1]
The scraper looked at the first 50 words on the agency website homepage and gave each agency a rating based on the language they used to describe what they do.
The objective was to measure functional clarity: does the agency explicitly state its service, or force the user to guess?
The objective was to measure functional clarity: does the agency explicitly state its service, or force the user to guess?
The Ratings
Specialised
The agency describes a specific, narrow function that immediately signals expertise in a defined area.
Functional
The agency describes a clear service category that prospects understand, but it's broad enough that thousands could claim it.
Vague
The agency uses category labels or abstract descriptors that could mean almost anything. Forces prospects to guess.
None
There is no functional description of what the agency actually does. Just a name, logo, or abstract statement.
The Findings
What do you actually do?
Those first words on an agency's homepage should answer one simple question: what do you actually do? For most agencies, it doesn't.
Some hide behind abstract labels that could mean anything. Others provide no functional description whatsoever. A small fraction achieve basic clarity using recognised service categories. And an even smaller group demonstrates genuine specialisation.
If you landed on the homepage of most agencies, you genuinely wouldn't know what these businesses do for a living.
Some hide behind abstract labels that could mean anything. Others provide no functional description whatsoever. A small fraction achieve basic clarity using recognised service categories. And an even smaller group demonstrates genuine specialisation.
If you landed on the homepage of most agencies, you genuinely wouldn't know what these businesses do for a living.
63%
UNCLEAR
UNCLEAR
Specialised (4.1%)
Functional (32.9%)
Vague (49.3%)
None (11.8%)
Analysis of 946 agencies
Deep Dive
SPECIALISED
4.1%
39 Agencies
These are the rare agencies that stake a claim to a specific domain. "YouTube marketing agency." "Shopify web designers." The specificity immediately signals focus and expertise. A prospect with that exact need knows instantly whether this agency is relevant.
FUNCTIONAL
32.9%
311 Agencies
These agencies use recognisable service categories: "Digital marketing agency," "PR firm," "Video production company." You know what they do, even if hundreds of other agencies could say the same thing. At least there's no translation required.
VAGUE
49.3%
466 Agencies
Here's where things get murky. "The disruption company." "Captivating audiences." "Building memorability." These aren't descriptions of what an agency does, they're philosophies or metaphors. The label forces the prospect to dig deeper or move on.
NONE
11.8%
112 Agencies
The first 50 words contain no functional description whatsoever. Just agency names, portfolio pieces, or abstract statements like "We believe in the power of ideas." If you landed on the homepage, you genuinely wouldn't know what these businesses do.
Insight: The Cost of Confusion
"When we start our elevator pitch or when somebody visits our website, they're burning calories to process information we're sharing. And if we don't say something (and say something quickly) they can use to survive or thrive, they will tune us out."
— Donald Miller, Building a Storybrand
— Donald Miller, Building a Storybrand
The Y Catastrophe
Target Market
Does the agency clearly and explicitly declare who they work with?
The Test [#2]
The scraper looked at the first 50 words on the agency website homepage and gave each agency a rating based on the language they used to describe their target market.
The objective was to identify whether the positioning allows a prospect to immediately self-select, or if the agency is attempting to speak to everyone.
The objective was to identify whether the positioning allows a prospect to immediately self-select, or if the agency is attempting to speak to everyone.
The Ratings
Deep Dive
Specialised
The agency defines their ideal client with specificity and expertise. Non-targets can immediately rule themselves out.
Functional
The agency identifies a broad target category that provides some direction, but it's broad enough that thousands of agencies could claim the same audience.
Vague
The agency uses generic words like "brands," or "businesses," that could apply to virtually anyone.
None
There is no mention of who the agency solves for in the first 50 words.
Findings
Only 19% of agencies clearly express their ideal client.
If you can't say who you're for, you're effectively saying you're for no one.
The majority of agencies - 66% - don't mention a target audience at all. Not even a vague one. Another 13% gesture vaguely at "brands" or "ambitious companies," which is the equivalent of a restaurant saying they serve "hungry people".
A small fraction manage to name broad categories like "B2B" or "consumer brands." And barely 1% get specific enough that prospects can actually self-select in or out.
The majority of agencies - 66% - don't mention a target audience at all. Not even a vague one. Another 13% gesture vaguely at "brands" or "ambitious companies," which is the equivalent of a restaurant saying they serve "hungry people".
A small fraction manage to name broad categories like "B2B" or "consumer brands." And barely 1% get specific enough that prospects can actually self-select in or out.
65.8%
NONE
NONE
Specialised (1.1%)
Functional (18.1%)
Vague (13.2%)
None (65.8%)
Analysis of 946 agencies
Specialised
1.1%
10 Agencies
These agencies define their target with precision using specific dimensions: vertical (like Fintech), platform (like Shopify Plus), stage (like Series B), size (like Enterprise), or role (like CMOs). This specificity creates instant self-selection. A prospect lands and thinks "They built this for me." You either fit or you don't. No ambiguity.
Functional
18.1%
171 Agencies
These agencies name recognizable categories: Tech companies, Healthcare brands, or Travel & Tourism. It's broad, but it's something. The problem is competition: there are thousands of other agencies also targeting "Tech companies". You get a general sense of who they work with, but you are still fighting a war of similarity.
Vague
13.2%
125 Agencies
This is where specificity goes to die. Ambitious brands. World-leading organisations. Change-makers. These are aspirational adjectives pretending to be target definitions. Ask yourself: does any client identify as a "boring brand"? No. It sounds nice, but it filters no one and attracts everyone.
None
65.8%
622 Agencies
Two-thirds of agencies don't mention who their ideal client. Not even generically. Their homepage talks about their work, their philosophy, their team. But nowhere will you find any indication of who this agency is actually for.
Insight: The Fear of Missing Out is Costing You
A strong declaration of your target market has so many benefits that the majority of businesses are missing out on.
When your target market is essentially every brand or business in the world, where do you even start looking for new business? Who do you contact? What events do you go to? What do you write about? Who do you stalk on LinkedIn? It's a nightmare of overwhelming choice. Choosing a target market lane gives a business focus and ensures their energy is focused in the right direction.
On the client side, a clear target market will help prospective clients to self-filter and choose genuine experts who can help them solve their problems.
Agencies that essentially declare that they work for everyone set themselves up to be seen as an easily replaceable vendor. Your expertise will rarely be valued and that it's tough to achieve premium pricing, because there's always another agency just like you who can do it for half the price.
When your target market is essentially every brand or business in the world, where do you even start looking for new business? Who do you contact? What events do you go to? What do you write about? Who do you stalk on LinkedIn? It's a nightmare of overwhelming choice. Choosing a target market lane gives a business focus and ensures their energy is focused in the right direction.
On the client side, a clear target market will help prospective clients to self-filter and choose genuine experts who can help them solve their problems.
Agencies that essentially declare that they work for everyone set themselves up to be seen as an easily replaceable vendor. Your expertise will rarely be valued and that it's tough to achieve premium pricing, because there's always another agency just like you who can do it for half the price.
The P Crisis
Problem Articulation
Does the agency talk about the problems it solves for its clients?
The Test [#3]
In this test, the agency analyser took a more binary approach. Does the agency talk about the problems they solve for clients?
Yes - the agency mentions a client problem or need.
No - there is zero mention.
The objective was to distinguish between agencies that demonstrate an understanding of the client's challenge versus those that simply list their own capabilities.
Yes - the agency mentions a client problem or need.
No - there is zero mention.
The objective was to distinguish between agencies that demonstrate an understanding of the client's challenge versus those that simply list their own capabilities.
Findings
Problem
Articulated
Articulated
43.7%
413 Agencies Found
Problem Focused
These agencies mention client problems, though quality varies dramatically. Some articulate specific, recognisable pain: "Are your acquisition costs spiraling out of control?" or "You're getting views but can't convert them to loyalty." Most offer generic observations: "Markets are competitive" or "Brands need to stand out." Many only reference problems within case study descriptions of past work, not in their own positioning voice.
No Problem
Articulated
Articulated
56.3%
533 Agencies Found
Inside-Out Thinking
Over half don't mention client problems at all. Their homepage is entirely about themselves: their work, their philosophy, their team, their awards, their process. Not one word about what challenges their clients face. The language is exclusively inside-out: "We are," "We do," "We believe," "Our approach." No reference to client pain points, business challenges, or operational problems that would need solving.
Note on Service Lists: Service lists did not qualify as they are agency rather than client focused. A list like "Strategy, Creative, Design, Development" tells you what the agency offers, not what problems it solves. It's inside-out thinking: "here's what we do" rather than "here's what you're struggling with."
Insight: The Quality Gap
A 43% pass rate might look reasonable on the surface, but this binary metric obscures a significant quality gap. Most agencies that do mention a problem are staying safely in the "weak" category,using broad, undeniable statements rather than sharp, diagnostic language.
Weak: "Markets are competitive" / "Brands need to stand out"
Safe, interchangeable statements that could appear on any agency website.
Strong: "Is your marketing team ambition-high but built lean?"
A diagnostic question that forces the prospect to evaluate their own situation.
When you articulate problems with precision, you aren't just describing pain; you are proving you have seen it before. Weak problem statements get a nod of agreement; strong problem statements get a phone call.
Weak: "Markets are competitive" / "Brands need to stand out"
Safe, interchangeable statements that could appear on any agency website.
Strong: "Is your marketing team ambition-high but built lean?"
A diagnostic question that forces the prospect to evaluate their own situation.
When you articulate problems with precision, you aren't just describing pain; you are proving you have seen it before. Weak problem statements get a nod of agreement; strong problem statements get a phone call.
The H Factor
Hero Ratio
Do you talk about yourself too much?
The Test [#4]
This test analysed the linguistic focus of the homepage to determine the primary subject of the copy.
To do this, the analysis counted pronouns. Specifically, measuring the ratio between Self-Referential words (We, Us, Our, Agency Name) and Client-Referential words (You, Your, Client).
The objective was to quantify the balance of attention: does the agency demonstrate it understands the client's world, or is it primarily talking about itself?
To do this, the analysis counted pronouns. Specifically, measuring the ratio between Self-Referential words (We, Us, Our, Agency Name) and Client-Referential words (You, Your, Client).
The objective was to quantify the balance of attention: does the agency demonstrate it understands the client's world, or is it primarily talking about itself?
The Hero Ratio
The Formula
We Words
÷
You Words
=
Ratio
(Lower is better)
SELF-FOCUSED
Score: 4.0x
We
Our
Us
We
You
The content is focused on the agency. Their awards, their office, their process. The client is a spectator.
CLIENT-FOCUSED
Score: 0.25x
You
Your
You
Client
We
The content is focused on the client. Their problems, their needs, their future success. The agency is the guide.
The Findings
The average agency talks about itself 2.7 times more than it talks about clients. 55% of businesses analysed have ratios above 1.5x, meaning they're dominated by self-focused language.
Why does this matter? Because prospects aren't looking for a hero to save them; they are looking for a guide to help them save themselves. Your language reveals immediately whether you are focused on their problems or your own ego.
Why does this matter? Because prospects aren't looking for a hero to save them; they are looking for a guide to help them save themselves. Your language reveals immediately whether you are focused on their problems or your own ego.
55%
SELF-FOCUSED
> 1.5x Ratio
45%
CLIENT-FOCUSED
< 1.5x Ratio
2.70x
Average Ratio
1.73x
Median Ratio
0 - 30x
Range
The 30.0x Agency
There were some pretty wild numbers in the results. One agency scored a 30.00x - in real terms they mentioned themselves 30 times on their homepage without a single mention of their clients. Here's a flavour of that homepage:
"Our 250-strong team," "The leading independent international agency," "Our sectors," "Our services," "our work," "we make," "we celebrate," "We are difference makers," "we make wonderful things happen," "our journey," "we've recognised," "we do," "who we are," "we work with," "we've brought together," "we stay ahead," "Our people" (appears twice), "Our uk & mena hubs," "WE STRIVE," "We create," "our first 20 years," "we can make a difference."
Insight: The Safety of Self-Focus
The 2.70x average tells us that self-focused language is the industry norm. More than half of all agencies exceed the healthy 1.5x threshold. This isn't a few bad actors skewing the numbers. It's systemic.
It's probably true that most agency owners don't set out to be self-focused. The self-focus is usually a symptom of unclear positioning. When you can't articulate specific client problems, you default to talking about what you know best: yourself. Your capabilities. Your process. Your team. Your awards. It's safer ground.
The irony is that agencies with low hero ratios aren't weak or self-effacing. They're confident enough in their expertise to lead with client problems instead of agency credentials.
It's probably true that most agency owners don't set out to be self-focused. The self-focus is usually a symptom of unclear positioning. When you can't articulate specific client problems, you default to talking about what you know best: yourself. Your capabilities. Your process. Your team. Your awards. It's safer ground.
The irony is that agencies with low hero ratios aren't weak or self-effacing. They're confident enough in their expertise to lead with client problems instead of agency credentials.
The Curse of the Hollow Descriptor
Echo Chamber
How many hollow, generic descriptors does the agency rely on?
The Test [#5]
This test categorised the language patterns agencies use when they can't say anything specific, tracking generic descriptors like "creative," "innovative," and "award-winning."
The problem isn't that "creative" is a bad word; the problem is the pattern.
The objective was to reveal the "echo chamber": identifying whether an agency relies on hollow buzzwords to disguise a lack of clear differentiation.
The problem isn't that "creative" is a bad word; the problem is the pattern.
The objective was to reveal the "echo chamber": identifying whether an agency relies on hollow buzzwords to disguise a lack of clear differentiation.
Findings
The analysis of nearly 1,000 agencies revealed seven distinct categories of language that agencies rely on, often in place of talking about their actual positioning and expertise.
Category 1
Self-Aggrandizing Adjectives
creative
innovative
award-winning
Category 2
Client Aspirational Descriptors
ambitious brands
bold brands
brave companies
Category 3
Power Verbs
supercharge
amplify
accelerate
Category 4
Generic Outcome Clichés
make an impact
make a difference
drive growth
Category 5
Hollow Action Statements
we create ideas
we make brands
we build connections
Category 6
Client Action Statements
brands that are restless
brands that challenge convention
Category 7
Vague Benefit Claims
captivating audiences
compelling stories
engaging experiences
The pattern: These aren't inherently bad words. But when you stack them together in the absence of specific X/Y/P positioning, they become hollow. They're what agencies say when they can't say anything specific.
Insight: The Cost of Sameness
Agencies are creative businesses, yet their copy often reads like it was written by the same corporate generator. The fear of missing out drives this behaviour, agencies list every possible adjective ("Integrated," "Full-Service," "Strategic") because they are terrified that omitting one might cost them a lead.
The reality is the opposite. By trying to sound like everything, you sound like everyone else. In a crowded market, the brain filters out the familiar. If your homepage sounds exactly like your competitor's, the client's decision comes down to one thing: price. And that is a race to the bottom.
The agencies that break through don't avoid these words entirely. They just don't lead with them. They lead with specifics. The difference between "strategic agency" and "we build go-to-market strategy for B2B SaaS" is everything. One is a category label. The other is an answer.
The reality is the opposite. By trying to sound like everything, you sound like everyone else. In a crowded market, the brain filters out the familiar. If your homepage sounds exactly like your competitor's, the client's decision comes down to one thing: price. And that is a race to the bottom.
The agencies that break through don't avoid these words entirely. They just don't lead with them. They lead with specifics. The difference between "strategic agency" and "we build go-to-market strategy for B2B SaaS" is everything. One is a category label. The other is an answer.
Conclusion
The State of Agency Positioning
I started this project wanting to prove a suspicion. That the way agencies position themselves is fundamentally broken.
The data confirmed it.
This isn't five separate problems. It's one systemic issue that shows up in five ways:
63%
Can't say what they do
81%
Don't define target market
56%
Ignore client problems
55%
Talk mostly about themselves
72%
Rely on hollow jargon
These aren't independent failures. They're connected. When you can't articulate what you specifically do (X), you can't identify who specifically needs it (Y). When you don't know your target, you can't articulate their specific problems (P). When you don't understand their problems, you default to talking about yourself (H). And when all of that is missing, you reach for hollow descriptors to make it sound like you're saying something (E).
The result: when a prospect lands on your homepage, they can't answer three basic questions: What do you do? Who is it for? Why should I care? Instead they get vague descriptors, self-focused language, and generic promises. So they put you in the vendor box - just another agency, indistinguishable from the one next door.
In an industry with tens of thousands of agencies competing for attention, and 93% of them can't answer the basic question "We do [X] for [Y] to solve [P]," they're not competing on expertise. They're competing on relationships, timing, and price. They're in RFP processes where the only way to win is to be cheaper or know someone. They're taking work they're not a good fit for because they need the revenue.
The data is clear. Most agencies have no positioning. They have websites, portfolios, teams, and client lists. But they don't have a defensible answer to "Why you and not someone else?"
The Good News: Positioning is Fixable
Unlike talent or reputation or portfolio, positioning is a choice. It requires difficult decisions - saying no to certain clients, focusing on a specific domain, committing to problems you can actually solve. But it can be done.
The agencies that figure this out will charge premium rates, attract ideal clients without pitching, and stop competing on price. They'll be called before the RFP even exists because they're known for something specific.
The ones who don't will stay stuck in the 93%. Competing with hundreds of other "creative agencies." Hoping their portfolio speaks for them. Wondering why they can't break through.
The agencies that figure this out will charge premium rates, attract ideal clients without pitching, and stop competing on price. They'll be called before the RFP even exists because they're known for something specific.
The ones who don't will stay stuck in the 93%. Competing with hundreds of other "creative agencies." Hoping their portfolio speaks for them. Wondering why they can't break through.
Your Move.