Marketing agencies are among the worst at maintaining their own websites. The cobbler’s children have no shoes — and the agencies that advise clients to keep their sites current are often running on case studies from three years ago, team pages that include departed employees, and service descriptions that no longer match what they actually sell. 62% of B2B buyers say an agency’s website is the primary factor in their vendor selection, ahead of referrals. [Source: Hinge Research Institute High Growth Study 2024] A stale agency website actively costs new business.
Agency websites have specific maintenance requirements: current case studies, accurate team pages, service descriptions that match current offerings, and proof of ongoing work that signals the agency is active and winning clients.
Key Findings
- Case studies are the most persuasive content on an agency website — and the most commonly neglected. An agency with three case studies from 2021 signals that either it hasn’t won notable work since then, or it hasn’t prioritized documenting it.
- Team pages drive more conversion than most agencies realize. Buyers evaluate whether they’ll be working with senior people or handed off to junior staff. A team page with departed employees or vague titles undermines that evaluation.
- Service descriptions that trail the agency’s actual offerings are a lead quality problem. Inbound leads come in based on what the website says you do. If the website says “social media management” and you stopped offering that 18 months ago, you’re filtering in the wrong prospects.
What Makes Marketing Agency Website Maintenance Different?
Agencies sell expertise and results. Their website is their primary proof point. When a prospect asks “why should we hire you?” the answer should be visible on the site — in case studies, in team credentials, in thought leadership, and in current service descriptions.
Three things distinguish agency website maintenance from other categories:
Case study velocity. A healthy agency wins new accounts regularly. Each win is a potential case study. Agencies that completed their website three years ago and haven’t published new case studies since look like they haven’t had notable wins — even if they’ve been busy. A content calendar that produces one new case study per quarter is table stakes.
Team accuracy. Agency team pages are read closely by prospects evaluating who they’ll actually work with. A team page showing three people who left last year, or showing only junior titles because the senior team hasn’t been added, signals an agency that doesn’t sweat the details.
Services positioning evolution. Agencies evolve. Specializations narrow. Capabilities expand. A website that still prominently features services you’ve deprioritized or no longer offer generates leads you’ll have to turn down — and leads you can’t serve well even if you try to say yes.
What Are the Most Common Marketing Agency Website Maintenance Mistakes?
From Tuesday
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Book a free 15-min call →Stale case studies. The most damaging gap on most agency websites. Prospects evaluate case studies for industry relevance, problem type, and measurable results. An agency with only 2019–2021 case studies raises the question: what have you done lately? Updating or adding one case study per quarter is realistic for any active agency.
Departed team members still listed. Account leads, strategists, and creative directors move agencies regularly. A prospect who notices the account lead they spoke to in the sales call isn’t on the team page raises an uncomfortable question in the contract phase. Team pages need to be updated within a week of any departure.
Service pages describing work you don’t prioritize. If you have a “social media management” service page getting organic traffic, but your team stopped doing social management 18 months ago because you’re focused on paid media, you’re generating discovery calls you can’t close well. Updating or removing deprioritized service pages is a strategic maintenance decision, not just a housekeeping one.
Broken or outdated results and metrics. Case studies that cite metrics in old units (MQLs, impressions) that the agency has evolved past, or that cite results from a campaign that is now embarrassingly outdated by current performance — these need refreshing. Old numbers can work against you if buyers have seen what’s achievable with current tools.
No thought leadership updates since launch. A blog with the most recent post dated 14 months ago signals a team that either doesn’t write or doesn’t publish. Both readings undermine credibility. A content plan that produces one post per month keeps the agency’s blog as a positive trust signal rather than a negative one.
What Does a Marketing Agency Website Maintenance Checklist Look Like?
Monthly tasks:
- Publish one piece of thought leadership or case study content
- Test all contact and inquiry forms end-to-end
- Verify team page is accurate — all current team members present, departed members removed
- Check any “current client” logos — are all logos shown still active clients?
Quarterly tasks:
- Review service pages — do they reflect current offerings and emphasis?
- Add or update at least one case study
- Review any metrics or claims in existing case studies — are they still accurate and credible?
- Check all external links — any linking to press coverage that has moved or gone behind a paywall?
On-event tasks:
- Team member joins → add to team page within one week
- Team member leaves → remove from team page within 48 hours
- New case study available → publish within two weeks of client approval
- New service launch or service retirement → update services section same week
What Does a Tuesday Engagement Look Like?
Tuesday’s Core Plan handles the ongoing updates a marketing agency website needs — team changes, case study additions, service page updates, and form maintenance — with 48-hour turnaround and regression QA on every change.
Core Plan — $199/month:
- 10 change requests per month
- 48-hour standard turnaround
- Desktop and mobile regression QA on every change
- Works on Wix, WordPress, Webflow, and Shopify
Growth Plan — $399/month adds SEO monitoring and on-page optimization — useful for agencies competing on service-specific queries.
Frequently Asked Questions
How often should a marketing agency update its website? Thought leadership content should publish monthly. Team pages should be updated within 48 hours of any staffing change. Case studies should be added at least quarterly. Service descriptions should be reviewed at each major strategy shift.
Why do agencies neglect their own websites? Agencies prioritize client work. Internal marketing — including maintaining the agency’s own website — gets deprioritized when client deadlines conflict. The solution is to treat internal website maintenance with the same SLA discipline applied to client work.
What case study format works best for agency websites? The most effective format: problem → approach → measurable result → quote. Keep it under 800 words. Lead with the result in the headline — “How [Client] Grew Organic Traffic 140% in 6 Months” outperforms “Case Study: [Client Name].”
Should a marketing agency use a care plan for their own site? Yes — especially if the agency is a web agency that doesn’t do its own site maintenance. The irony is notable: agencies advise clients to invest in maintenance and then neglect their own site. A $199/month care plan ensures the agency’s credibility signal is always current.
Is there a service that handles marketing agency website maintenance? Yes. Tuesday manages website updates for service businesses including agencies, starting at $199/month with 48-hour delivery and regression QA.
How many case studies should a marketing agency have on their website? Aim for 6–12 case studies covering your primary service areas and industries. Quality beats quantity — two strong case studies with specific metrics outperform ten vague ones.
Written by the Tuesday team — specialists in website maintenance and care plans for SMBs, with 500+ sites maintained across Wix, WordPress, Webflow, and Shopify.
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