The agency playbook

It is a useful filter rather than a verdict. Clutch checks reviewer identity and has an editor check every review, and its rankings weigh verified evidence and how focused an agency is. But agencies choose which clients to invite, so reviews are a sample of the happiest ones. Use Clutch to build a shortlist, then check case studies and speak to clients.

In our view, usually a specialist for the problem that matters most, because the people doing the work will know your buyers and your channel. A full-service agency can suit a firm that needs many things done at a basic level and has no one to coordinate several suppliers. Whichever you choose, one person on your side should own the result.

It helps more than most agencies expect. Buyers ask assistants what agencies charge, and an assistant can only give your figures if it can find them. Typical project ranges, a starting point for monthly retainers and an explanation of what changes the price are enough. Prospects then arrive with realistic budgets.

Ask for case studies with dated figures the client has approved, then ask to speak to that client. Check whether the client mentions the agency on its own website or LinkedIn, and read the agency's verified reviews on Clutch. For AI search work, ask to see the question list and the month-by-month record behind any claim.