Anticode Open builder

Build a marketing agency website that proves results and filters enquiries

Prospects judge an agency's site as a sample of its work, then look for proof: who you've helped, what changed, and whether you're the right size for them. A marketing agency website should lead with specific case studies, say plainly what you do and for whom, and send serious enquiries straight into your pipeline. Here's how to set it up with Anticode.

Updated · By the Anticode team

The prospect's three questions

A marketing director visiting an agency site has usually been referred or has seen your work somewhere. They aren't browsing; they're checking. In roughly this order they want to know:

  1. Have you solved a problem like mine? Sector, company size, channel. A B2B software firm doesn't want to read about a nightclub launch.
  2. What exactly do you do? Strategy, paid media, SEO, content, brand, email, all of it? Where does your work stop and theirs start?
  3. Will it fit? Typical engagement length, minimum budget or retainer range, team size, and how you report.

Generic agency sites fail all three. They open with a slogan about growth, show a wall of client logos without context, and end with "Let's talk". Every agency says it's data-driven and creative; nobody can verify either from the homepage.

Case studies that do the selling

A case study is the most persuasive page an agency has, and the easiest to get wrong. Write each one with the same structure so prospects can compare them:

Client and context
Who they are, what they sell, and the situation when you started. Anonymise if you must, but keep the sector and size.
The problem
One paragraph, in the client's terms: falling enquiries, a launch with no audience, a rebrand nobody understood.
What you did
The actual work: channels, assets, experiments, timeline, and who on your team did it.
What changed
Results you're permitted to share and can back up, with the time frame. If the client won't allow figures, describe the outcome honestly instead of inventing them.
What you'd do differently
Optional, but it reads as confidence and experienced buyers notice it.

Get written permission before naming a client or quoting them, and never publish a testimonial you didn't receive. Advertising rules in many countries apply to agencies' own claims as much as their clients'.

Services, team and how you work

Give each service its own page: what it includes, what it doesn't, the deliverables, how you measure it and the case studies that show it. A short "How we work" page explaining discovery, onboarding, reporting cadence and contract terms answers procurement questions early. The team page should show the people a client will actually work with, not just the founders.

On pricing, you needn't publish a rate card, but one line saying where retainers usually start, and that projects are scoped individually, filters out mismatched enquiries before they reach your inbox.

Routing enquiries and discovery calls

Anticode saves every form submission sealed at rest and can email it to you. For an agency, the connectors matter more: send enquiries into HubSpot (submissions with an email address), post a copy to a Slack channel so the new-business lead sees it, or add rows to Airtable or Notion. Each submission is sent once, without retries, so keep the email notification on as a backstop. See sending website leads to a CRM for the setup.

Standard contact forms on Anticode pages ask for name, email and a message. If you want qualifying fields such as budget band, timeline and service needed, use a custom form tied to a site function (up to 30 plain-text fields) or ask for the enquiry form as an app build; both send submissions through the same pipeline. For a discovery call, the booking calendar takes one booking per slot up to 120 days ahead; it suits a founder or one new-business lead, but it doesn't sync with your calendar or share slots across a team. The discovery call booking workflow covers the rest.

Building the agency site with Anticode

  • Put case studies and services in CMS collections (work and services), so each has its own page and adding a new project is an entry, not a redesign.
  • Choose a design system that shows taste rather than defaults: Editorial (Geist) for content-led studios, Brutalist (Archivo) for a bolder brand, Swiss (Inter Tight) for a structured, B2B feel. The Critic checks for the generic patterns prospects associate with template sites.
  • Use the visual and layout editors to adjust spacing and order yourself, and version history to try a direction and roll back.
  • If you also build sites for clients, client review links let them comment on sections without an account, and the Agency plan makes client sites white-label. See agency white-label website delivery.

Limits worth knowing

Anticode has no A/B testing, heatmaps or third-party analytics built in; its own analytics are cookieless page views by source. There's no gated content or client login area on published sites, so reports and proposals stay in your own tools. File uploads such as briefs or RFP documents aren't possible through forms; ask prospects to share a link instead. And the booking calendar can't take deposits or route across several salespeople.

Questions people ask

Can enquiries go straight into HubSpot?

Yes. The HubSpot connector receives submissions that include an email address. You can also send a copy to Slack and keep email notifications on.

Should an agency website list prices?

A starting range for retainers or typical project sizes helps prospects self-select. Detailed rate cards are optional.

Can I add new case studies without rebuilding the site?

Yes. Case studies kept in a CMS collection are edited in the dashboard, and each entry is served as its own page.