“We handle any project for any client.”
At first glance, it sounds like a strong, confident statement. A signal that you’re flexible, adaptable, and ready to take on any challenge. But to a prospect visiting your website for the first time, it says something else entirely:
There’s nothing unique about us.
It’s a message that positions your agency as just another name in an endless list of options. And when everything looks the same, prospects fall back on the easiest way to decide—price.
How Buyers Choose When There’s No Differentiation
Think about how people make choices when the options in front of them seem identical.
When faced with two bottles of water on a shelf, one labeled “Water A” and the other “Water B,” how do they decide?
When searching for a service provider and comparing “Company A” with “Company B,” what breaks the tie?
They choose the cheapest one.
This is exactly what happens when your agency doesn’t communicate a clear value proposition. If a prospect can’t immediately see what makes you different, they assume you’re interchangeable with every other agency—and the decision comes down to cost.
And when price is the only factor, the lowest bid wins.
The Danger of Being a Commodity
Once you’re seen as a commodity, you lose control over how clients perceive your work.
- They see your services as generic rather than specialized.
- They negotiate harder because they assume they can get the same thing elsewhere.
- They don’t value your expertise, just your labor.
This isn’t where you want to be.
Instead of attracting clients who respect your skills and trust your insights, you end up in a race to the bottom—competing with agencies willing to undercut just to land a contract.
How to Position Your True Value
The solution isn’t about shouting louder or making exaggerated claims. It’s about clarity.
From the moment a prospect lands on your website, they should immediately understand:
✅ What’s unique about working with you?
Don’t just say you build great software—explain how you do it differently.
Do you have a proprietary process? A niche expertise? A track record of solving complex challenges that others shy away from?
✅ What results can clients expect?
Case studies, testimonials, and before-and-after transformations create tangible proof of what you deliver. Prospects want to see outcomes, not just services.
✅ Why should they choose you over the agency down the street?
Your differentiator isn’t just your technical ability.
It could be your industry focus/niche, your approach to problem-solving, or even the way you collaborate with clients. Make it clear.
The Question Every Agency Needs to Ask
If prospects keep asking about price first, it’s not because they’re cheap—it’s because they don’t yet see why you’re worth more.
So ask yourself: Are clients price-shopping your agency because your marketing isn’t giving them a reason to do anything else?
