Agency Website Scorecard
Large Full Service Agencies

Thanks for viewing our agency scorecard for large full service agencies. Below you’ll see scorecards for Greater Than One, Conill, and Nebo. RSW/US has been supporting marketing agencies’ new business efforts with our outsourced agency new business/lead generation program and reviewing agency websites since 2005. To learn more, click here.

Greater Than One

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User Experience

Easy to navigate?

Greater Than One’s (GTO) site is very easy to navigate. The case studies are all presented in a row, so prospects can move up and down on the “work” page to view each individually.
It’s a pretty basic site (which isn’t bad), making it easy for prospects to see what they want to see. The fact that there are only a small handful of pages basically eliminates the need to have more sophisticated navigation to help prospects move around the site.

Results-centric

Shows value of what agency can do?

Other than one mention of generating 100M impressions, Greater Than One doesn’t do much to payout its top of the fold claim that they “Improve Patient Outcomes”.
Simply offering some qualitative perspective and/or testimonials as evidence of the agency’s ability to deliver on their clients’ goals and objectives would be helpful.

Clarity

Gets to the point?

Generally speaking, the Greater Than One site does a good job of getting to the point on the home page. It’s clear from the get-go that this is a healthcare focused agency.
One suggestion to help more effectively support this claim would be to move the skin care work behind the other two pieces of work that are more clearly healthcare oriented.
Another thing the site can do to help improve the clarity in the work section would be to open with some statement that summarizes the services – rather than just presenting them. Prospects come to the work section expecting to see work, and seeing services initially makes one feel like they have landed on the wrong page.
One consideration is to move the services to the “About Us” page where services are loosely talked about when describing “Capability Convergence.” Dropping the services below that content might make more sense versus its current placement on the “Work” page.

Positioning

Defines what agency does and how unique?

While it’s clear that Greater Than One is a healthcare-focused agency, the site doesn’t do a lot to provide prospects with a reason why they are so good at what they do and why they are better than other agencies in the market.
While we assume there are no logos on the site due to client non-disclosure agreements, it would be a good “add” to include logos on the home page to give prospects the confidence that GTO has worked across a range of healthcare businesses. If logos are not possible, simply listing the types of companies the agency has worked with might be a good alternative.
In addition, it would be good to lead with something other than “Capability Convergence” in the “About Us” section – something that speaks to the agency’s healthcare expertise, intelligence, and leadership in the space. We recognize that the thought leadership articles are featured at the bottom of the home page but telling a bit of a story about the agency’s healthcare focus in the “About Us” section would be a worthwhile way to payout the ownership of this positioning.
Same holds true for the home page. While we get that “Independence” is great and certainly worth calling out, using this valuable real estate to support your positioning would, in our opinion, be a better use of this space.

Legitimacy

Instills confidence in agency?

While the site instills confidence from a capabilities and confidence standpoint, for many of the same reasons mentioned above, we don’t walk away from this site feeling like Greater Than One is a “powerhouse” healthcare agency.

Consistency

Tells a cohesive story across site?

Overall, there is a reasonable amount of consistency across the site in that pages either reinforce the agency’s healthcare experience, their independence, or their belief system in how to best create an effective program for a marketer. Problem is, there are three stories told without one of them that finds its way throughout.
Our suggestion would be to (obviously) tie the healthcare story throughout. Talk about why “Capabilities Convergence” serves healthcare clients so well. Talk about why the agency’s independence is important to healthcare clients they work with and the benefits that are derived from it.
While the three stories are good, it would be helpful to the agency if a more focused, singular story was told.

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Conill

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User Experience

Easy to navigate?

Overall, the user experience is good, not great. It’s easy to move around the site and do things like jump back to “all work” when a prospect has finished looking at a single piece of work.
There is one issue with the site: Under “Expertise” on the Home Page, there is what appear to be icons that reveal text when scrolled over. On both the laptop and the mobile that we used to review the site, the icons and text are all jumbled together, making it impossible to read. We’re sure a simple fix, but definitely worth a look and a fix.
In addition, under “Experience” it indicates that the prospect can view category case studies below. Immediately below are category icons, so one initially thinks that if you click on an icon, it will take you to a case study – not so. And immediately under the icons is a Toyota video (not a case study). And underneath the video are some text blocks that appear to be case studies, but they don’t detail the client’s situation, what Conill did, or the ensuing results. Additionally, the manner in which they are presented makes it difficult to read them.

Results-centric

Shows value of what agency can do?

There are no hard results in any of the case studies presented on the site. Most of the work speaks to the emotional value of the work that Conill does and doesn’t speak to anything business-results oriented.
The lack of results hasn’t gotten in their way of being an extremely successful agency, which is great for them. We suspect that as the market for multi-cultural agencies becomes more of a mainstream proposition, the demand for more results orientation will only grow. If creating strong emotional connections with multi-cultural consumers is what wins the day, eventually agencies will need to show how that connection effectively translates into measurable results.
The agency does have buried in their “About Us” section some content that speaks to their success in helping move T-Mobile and Toyota from a sub-#1 position to leader in their category. Moving this to a lead position on the “Work” section may be a better place for it – it will set the table for the work presented and serve as more of a universal “result” for all the work presented (much of which is Toyota and T-Mobile).

Clarity

Gets to the point?

The site doesn’t make it easy for prospects to figure out that they are a multi-cultural firm. While it does talk “Hispanic” in the opening image that features the Toyota work, the site has pieces of multi-cultural better represented in other areas on the site (like the leading section on the “About” page). Moving more of this up front will make it easier for a prospect first coming to the site to immediately know what it is Conill does.
The agency also talks about “Different Rules,” which is never really paid out. We’re not really sure what rules are different and how that impacts the work they do for their clients. A lot of the language is similar language we’ve seen on both multi-cultural and non-multi-cultural sites.

Positioning

Defines what agency does and how unique?

The agency’s positioning of “Different Rules” is an interesting one, but as mentioned in the previous section, we’re not sure what that really means and what implications that has for doing different work in the multi-cultural space.
If the positioning was tied to how the agency doesn’t go about developing insights and work the typical way most agencies do (because the agency knows that multi-cultural consumers think about brands and their relationship with brands differently), then they might be on to something. But to simply say that “Different Rules” means that “Everyone is different” and “We encourage diverse thinking, understand how culture influences our identity, and respectfully challenge points of view to find better solutions” just doesn’t seem to be meaty enough to make a prospect feel like Conill brings something unique and “different” to the table.

Legitimacy

Instills confidence in agency?

Their work is their proof point and seeing all the great brands and exceptionally creative work instills confidence that if they can represent the likes of P&G, Toyota, and T-Mobile, they can represent any brand.
One thing Conill might want to consider, in an effort to payout their multi-cultural foundation, is to diversify their own portfolio of employees showcased on the site.
The other thing Conill might want to consider to further its position as expert in the multi-cultural space is to re-start their blog. The last post was back in October 2021, talking about the 2020 census. If the agency is going to have a specific tab for “Insights” and wants prospects to believe that the agency is on top of current trends within the multi-cultural space, keeping this section current would be helpful in achieving that end.

Consistency

Tells a cohesive story across site?

The limited content on the site is reasonably consistent in its messaging. The site is either showcasing “culture” or “different.” There is nothing on the site that is completely out of place.

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Nebo

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User Experience

Easy to navigate?

Nebo does a great job of making it very easy for prospects to navigate their way around their site. In all areas of the site (except one: “Portfolio”) Nebo gives prospects a “back to blog” (or back to whatever the section is) button to quickly and easily get back to the opening page of that particular section of the website.
The only place where the back button doesn’t exist is on the “Portfolio” page. Adding that button to navigate back to “See All Work” will make it easy to start over in looking at the body of work on the site.
The case study summary tiles on the site do a nice job of presenting the brand/client in a very easy-to-read way. They tell the prospect what it was that Nebo did to help the client succeed.
And the case studies do a really nice job of making it easy to see what the client’s challenge was, what Nebo did to address it, and what the ensuing results were. Results are presented in paragraph form and then nicely blown out to make sure a prospect doesn’t miss it.

Results-centric

Shows value of what agency can do?

The agency does a really nice job of talking up the successes they delivered for their clients. As noted in the previous section, Nebo not only presents results in the summary of the case study (under “Results”), but they also call it out in the “Bottom Line” where big bold metrics are presented in a manner that’s very hard for a prospect to miss. Nicely done!

Clarity

Gets to the point?

While the agency does a nice job of calling out what they are (“Human Centered Agency Built for the Digital Age”), below the top of the fold, only the “human” portion of the story is reinforced. It’s interesting how the site intersperses blogs, factoids about the agency, and case studies as a prospect scrolls down the main page. Definitely paints a different picture of the firm.
That said, Nebo might still be missing an opportunity by placing the “We believe that trust and attention are the most valuable resources in our ad-saturated world” section at the bottom of the home page. This section helps pay out their top-of-the-fold/home page promise and placing it at the top might better set the stage for all that follows. Absent of any set-up, it could be argued that the content is a bit scattered and confusing (only in that a user might not know where to start/turn as they scroll down the home page).

Positioning

Defines what agency does and how unique?

While “Human-Centered” is a good way of talking about the agency and the work that you do, it’s not unique to what we’ve seen with other agencies.
The “Why Nebo” section helps paint a good story, as does the last section on the home page. If there’s a way to move one or both of those more upfront so the story of “Human Centered” has more of a “reason to believe” why the agency thinks and acts this way to produce work that is this way, it might prove to be a more compelling story.

Legitimacy

Instills confidence in agency?

Nebo goes to great lengths to prove out their value and legitimacy–not just in the “Why Nebo” section, but also in the bevy of results they present, and the currency of their awards presented on the site. In addition, their thought leadership and “Ideas” sections are kept up to date, which should make prospects feel like Nebo is on top of it; they’re delivering results, getting recognized for it, and bringing a well-resourced agency to each engagement.

Consistency

Tells a cohesive story across site?

The agency does a nice job of creating a consistent look/theme throughout the site. The only place that veers from this style/character is on the home page, below the top of the fold. The opening seems more scattered and less about building confidence in who Nebo is and what they can do for their prospects.

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Agency Website Scorecard
Large Full Service Agencies

Greater Than One

Conill

Nebo

Greater Than One

User Experience

Results-centric

Clarity

Positioning

Legitimacy

Consistency

Conill

User Experience

Results-centric

Clarity

Positioning

Legitimacy

Consistency

Nebo

User Experience

Results-centric

Clarity

Positioning

Legitimacy

Consistency

Connect With RSW/US

Site Map

Follow Us

Agency Website Scorecard Large Full Service Agencies

Greater Than One

Conill

Nebo

Greater Than One

User Experience

Results-centric

Clarity

Positioning

Legitimacy

Consistency

Conill

User Experience

Results-centric

Clarity

Positioning

Legitimacy

Consistency

Nebo

User Experience

Results-centric

Clarity

Positioning

Legitimacy

Consistency

Connect With RSW/US

Site Map

Follow Us

Agency Website Scorecard
Large Full Service Agencies