What is a Web Agency? (And Why Your Business Needs One)

Looking to learn more about what web agencies can offer, but getting lost in the jargon? We hear this all the time — people know they need help with their website or marketing, but they’re overwhelmed by the lingo. “Web agency, digital agency, creative studio…” It’s a lot to process when all you want is to get your business seen online and bring in more customers. 

In this blog, we give you a rundown of what a web agency is, the core services they provide, the different types of agencies available, and what to consider when selecting an agency to work with. If you’re looking for professional support to expand your online presence and improve your website, understanding how web agencies work is an excellent starting point.

What is a Web Agency? 

A web agency is a company that helps businesses create and manage their online presence. They offer services like website design, development, digital marketing, SEO, content creation, and ongoing website support. Their goal is to ensure that your digital presence is functional, attracts the right audiences, and grows online.

Whether you run an ecommerce business or are a service provider, partnering with a web agency means adding a pillar to support your online presence — whether you’re just starting your business or have been around for a while. Some agencies focus on design, others on development or marketing, but many provide full-service solutions to cover all digital needs.

What’s the Difference Between a Web Agency and a Digital Agency?

A web agency is more than just a team that builds websites — it’s a specialised group offering a range of digital services, from web development and support to UI/UX, accessibility, content creation, and digital marketing. While terms like “digital agency” or “web agency” are often used interchangeably, web agencies typically focus on delivering expert-led solutions with added value like project management, local presence, and quality assurance. For marketing managers, understanding these distinctions helps clarify that a web agency offers ad hoc services tailored to specific web needs, be it an app, ongoing site updates, or a broader digital strategy.

What Does a Web Agency Do? Specialisations of Web Agencies

A full-service web agency provides a range of development, design and marketing services. A specialist web agency can provide a few or all of these services. Below is a list of common core services by web agencies in Australia: 

Types of Web Agencies 

Web agencies can be compared according to their scope of service and reach.  

Scope of Service

Based on what kind of services they offer, web agencies can be divided into full-service or specialised agencies. Full-service agencies offer a broad range of services & specialised agencies focus on one or a few niches. Depending on your business, both can be suitable for B2B or e-commerce solutions. Read our comparison table below to see which one is right for you. 

Reach

Based on their reach, web agencies can be local or global. 

Benefits of Hiring a Web Agency 

• Access to a team of specialists

Web agencies give you access to a team of experts — experienced developers, designers, and marketing experts. This means you won’t have to hire for these roles individually or find different freelancers. 

• Saves internal time and resources

Web agencies can handle complex issues related to development and marketing. They already have a streamlined workflow, which helps avoid any mistakes or trail-and-error. With access to advanced tools, web agencies can troubleshoot and fix issues, along with doing regular maintenance. This frees up time for your team to focus on what matters most – your core business operations. You don’t have to hire or train staff members, knowing that your project is being handled by the experts. 

• Scalable as you grow

Web agencies can easily adapt to your business’ needs. Whether you’re growing your site, launching new products or services, or expanding into a new region, an agency with custom website development can adapt to your growth. One of the biggest challenges that a company faces in the growth stage is the change to internal resources and staffing. With an agency, the marketing arm of the business can easily scale up without the need for more internal hiring or training. 

• Project management 

With a web agency, you can lean on them for the entire project. From planning to post-launch support, web agencies have experienced project managers who know how to delegate the project. This makes sure your campaigns stay on track. 

• Always up-to-date with technology

A full-service web agency’s core competency lies in development, design and marketing. This means they have access to and stay current with the latest technology and tools, whether it is content management systems (CMS) or analytics tools. Their team of trained experts are armed with the latest knowledge and tools that you can benefit from. 

• Unified digital strategy and branding

A web agency ensures that your website development, marketing and branding are cohesive. Their digital strategy and branding remain consistent with your internal team efforts.

How to Choose a Web Agency

When choosing a web agency, look at their portfolio, experience, client testimonials, and pricing structure. Along with this, evaluate their technical capabilities and any industry specialisation. Before signing on, make sure they understand your business needs and offer the services you require, whether it is development, design or marketing.

Red flags to avoid:

• Incomplete or inconsistent communication: Any agency that isn’t actively and transparently communicating with you would not be a trustworthy development or marketing partner. 
• Not providing specific targets or workflow: Keep an eye out for agencies that cannot provide specific, realistic deliverables. If they cannot lay out their strategy and explain the actual work being done on the campaign, they may not be experts or may be white-labelling your work.  
• Long-term lock-in contracts: Stay away from any agency that tries to lock you in for a long period of time, like a year-long contract. Don’t be tempted by the lower prices that may come with a longer contract. A shorter contract will protect you in case you’re not happy with the work or communication. 
• You don’t have access to your digital assets: Whether it’s Google Analytics, Meta Ads Manager, or the backend of your website, you need to be able to access all your digital assets. Any agency that locks you out of your own company’s assets is a red flag. A trustworthy agency will let you have complete access to all your accounts, ensuring you have complete visibility over your campaigns and ongoing projects.  
• Don’t make an effort to understand your business: This is particularly important for SEO. A red flag for agencies is focusing on keywords that have nothing to do with your business to incorrectly influence traffic or conversions. 

Web Agency vs Freelancer vs In-House: What’s the Best Fit? 

Web Agency

A web agency offers scalability and reliability, offering a full suite of development, marketing and design services. They are ideal for businesses needing ongoing work and marketing campaigns but without the capability of handling things in-house. Specialised agencies (like a web marketing agency) can be especially helpful if you need a custom approach.

Adam Bushell, Director of AB Electrical & Communications, has collaborated with web agencies for website development and design. He had this to say about working with niche agencies:

“Sticking with specialised agencies for specific needs seems like a more direct route to getting the best results. You get experts who know the ins and outs of their niche, whether it’s the most current design trends or the latest marketing strategies. Having seen the benefits of splitting up those services, I think it’s the smarter move for a more tailored approach.”

Adam Bushell

Freelancers

Freelancers tend to be a more affordable and flexible option, but they are suitable for small projects, small businesses or startups with a limited budget. Freelancers also have specific areas of experience. Their experience and skill set will be narrow but highly specialised. If you need an extra set of hands on a particular project, freelancers are a good idea. 

Sebastian Garrido from Vibe Adventures has worked with both agencies and freelancers and speaks highly of freelancers. Here’s what he had to say:

Freelancers can be a godsend. Especially when you find that one unicorn who knows exactly what you want, executes quickly and doesn’t ghost mid-project. Use freelancers when you require laser-focused fixes or if you want to operate in CMF (Concentrated Mode of Function) and keep things lean. I have had outstanding experiences with some freelancers, faster turnarounds, direct communication and less fluff.

Sebastian Garrido

In-House

Having a development, design or marketing team in-house gives you full control over your projects and campaigns. Communication, workflow and project management are taken care of internally. It is easy to predict the point when you’ll need external help as team members are at capacity. The downside is the high overhead, as hiring employees can be expensive. Unless a staff member is already trained, this may be too expensive for small businesses, but it can be a viable option for medium- to large-sized businesses.

Claire Steinke of Soul Mothers trained herself in web development and prefers to keep things in-house, with a little help from consultants and freelancers.

“I built my website from scratch, and now I use one or two independent consultants to do jobs that I can’t do, such as specific web development tasks or small design or marketing tasks. I have the knowledge to know what to ask for, and I know if the person I have selected can provide it simply by having a conversation.”

Claire Steinke

Cost of Working with a Web Agency

When hiring a web agency, costs can vary based on what kind of pricing model they use. In Australia, you can find hourly rates, project-based pricing, or monthly retainers. Hourly rates are ideal for smaller tasks, while project-based pricing suits specific deliverables. Retainers can help businesses that need ongoing services for long-term projects, like ongoing marketing and development work.

Web agency pricing is driven by factors such as the scope of work, the services provided, and the agency’s level of experience. Larger or more complex projects tend to cost more. Many people often think of working with a web agency as an investment that delivers long-term results instead of immediate short-term gains. The ROI on building a user-friendly website is more traffic, improved branding, and boosted sales over time.

Conclusion 

Web agencies play a crucial role in building and maintaining your online presence and your website. If you’re looking for a professional, scalable solution for web design, development, and marketing, a web agency can provide the expertise you need. Whether you need a full-service agency for a comprehensive approach or a specialised team for targeted solutions, the right agency can save you time, resources, and effort. Want to learn more about working with an agency? Get in touch at 03 9069 2631 if you need web agency services.