Web Agency, Digital Communications Agency or Digital Agency
There is some confusion about what a web agency, a digital communications agency, and a digital agency do or do not do. Simply put, it’s a three-step scale where each new step means the agency offers more services, and has broader and deeper expertise.
So what is a Web Agency? – Level 1
A web agency is a small company whose purpose is to help other companies and individuals create and maintain their websites. They can create a website by using a Content Management System (CMS) and ready-made themes. They often choose to specialize in a specific CMS, working exclusively with, for example, WordPress or Adobe CMS. In some cases, they can also help add content to the website. They can also set up online stores using existing solutions for the platform they specialize in.
Suitable for a small business that wants to present what they offer, how to contact them, and who they are.
How about a Digital Communications Agency, what’s that? – Level 2
A digital communications agency is, as the name suggests, a company that focuses on helping other companies with their digital communication. They usually have a background in advertising and very rarely employ in-house developers.
A digital communications agency can create a simple website using either ready-made WordPress themes or a site builder such as SquareSpace or Wix. They can also help with search engine optimization (SEO) and digital campaigns on social media to increase visibility and deliver the desired message to the target audience.
They also help clients upload existing content to the website and have the expertise to create new content with text, images, and sometimes video.
Suitable for launching a campaign for a specific product or brand.
Okay, but how about a Digital Agency? What do they do? – Level 3
A digital agency can do everything from the previous levels and much more. They understand that the web has evolved far beyond just websites. A digital agency uses its expertise to build websites, APIs, and web applications connected to any CMS system. They can also develop customized CMS and back-office systems for their clients if desired. For example, they can develop new powerful content blocks for the WordPress page builder Gutenberg that connect straight to your emailing system, like MailChimp, and send the verified data to the CRM of your choice, like SalesForce.
A digital agency can also help clients leverage data from their various existing systems, such as CRM, PIM, newsletter services, and online stores. This improves the user experience and the coordination of information. The digital agency can, of course, also help upload content to the website so that the client doesn’t have to do it themselves.
An important feature of a digital agency is that they have full-time developers with both broad and specialized skills. This ensures that their clients receive a high-quality service and product and that the agency can maintain and further develop the created solution. They also have full-time staff who can develop a digital strategy — that is, how your company’s business goals can be better achieved through digital transformation.
Which one should I choose?
In short: if you have a very small budget and are okay with your site not being optimized for loading speed or good SEO, choose a web agency.
If you want help with SEO but are fine with the site being slower or all your content hosted on a platform owned by someone else, choose a digital communications agency and run a social media campaign.
If you want to leverage your existing systems and services, get a site that meets Google’s loading speed requirements with excellence, and perhaps add a new custom function — and if you also want to have a technical advantage over your competitors, with ongoing support for maintenance and development — choose a digital agency.