Three Things We Learned:
Niching down isn’t optional—it’s survival.
Kevin’s agency started by testing three categories (legal, medical, HVAC), eventually committing to law firms for Array Digital. This focus allowed them to build deeper expertise, create scalable processes, and differentiate in a saturated space.
Most clients come burned and distrustful.
Kevin shared that many new prospects have already been through multiple agencies. They’re hesitant, skeptical, and expect to be let down again. The key to winning them over? Radical transparency, detailed processes, and owning your mistakes through “lessons learned” reviews.
SEO isn’t dead—it’s just matured.
While old tactics like keyword stuffing and listicles may no longer work, SEO is still critical—just more holistic. It now includes everything said about you online, from LinkedIn to digital PR to AI search. Agencies that fail to adapt and educate clients on this evolution risk being left behind.
