The Power of One More: Strategies For Running An Extraordinary Web Agency

Enhancing your lead generation efforts with the “One More” mindset can help you capture and nurture more potential clients.

Practical Application:

• Add one more step to your lead nurturing sequence.
• Implement one more lead magnet or widget on your website to capture different audience segments.
• Attend one more networking event or conference each quarter to expand your reach.

Examples:

• Add a free website audit or SEO audit as your “one more” lead magnet, attracting potential clients considering a website redesign or SEO services. This gives prospects valuable insights into their current website or online visibility, which you can use in your sales pitch.
• Run an Ask Me Anything (AMA) Call for prospects and customers about specific topics you are a subject area expert on, like local search engine optimization (SEO), conversation rate optimization (CRO), branding, etc. Deliver value by answering questions and establishing yourself as the go-to expert to help them implement it.

As agency owners, we often try to do everything ourselves. Mylett’s philosophy can be applied to delegation, helping us focus on what truly matters. If you struggle with delegation because of the output from the person you delegate the task to, ensure your standard operating procedures are in place.

Practical Application:

• Identify one more task you can delegate each week.
• Empower one more team member to take on additional responsibilities.
• Create one more system or process that facilitates easier delegation.

Examples:

• Start a “One More Handoff” initiative. Each week, identify a task you’ve been holding onto and fully delegate it to a capable team member. This might be client reporting, initial project briefings, or social media management. Provide them with the necessary resources and trust them to excel, freeing you up to focus on strategic growth.
• Develop a “Shadow System” where team members shadow you in key tasks before taking them over.
• Regularly audit and eliminate time-wasting activities. I know I mentioned this above, but it’s also relevant here.

The concept of “One More Association” underscores the importance of your inner circle. In an agency context, this relates to developing and retaining top talent.

Practical Application:

• Create a culture of continuous learning, allocating time for skill development.
• Regularly celebrate team and individual achievements, including yours.
• Reflect weekly or monthly on challenges and failures and the lessons learned.

Examples:

• Establish a monthly “Skill Share Friday” where team members teach each other new techniques.
• Create a “Wall of Lessons Learned” where team members share lessons from mistakes, fostering a culture of learning and resilience.

Staying ahead of rapidly changing technology, especially AI, requires a mindset of continuous innovation and learning.

Practical Application:

• Allocate resources for experimenting with new AI tools in web design and marketing.
• Develop an AI integration strategy for your agency’s services.
• Create thought leadership content around AI applications in web design.

Examples:

• Dedicate 5-10% weekly to testing new AI tools and sharing findings with your team. You can also use your learning in a monthly “AI in Action” newsletter, blog, video, or podcast.
• Join a free or paid mastermind group focused on AI and learn from experts and the community.
• Implement a system where each team member is responsible for becoming an expert in a specific AI tool and training others. AI tools and tips for marketing, copywriting, SEO, design, and more.

Avoiding burnout and establishing work-life balance is crucial for long-term success and satisfaction.

Practical Application:

• Implement strict boundaries between work and personal time.
• Use delegation to reduce owner overwhelm for tasks that are low-value and don’t light you up.
• Regularly schedule “unplugged” time for rejuvenation.

Examples:

• Implement “No Meeting Fridays” for focused work and or personal goals. I use Fridays for business development and take the afternoons off for myself or to spend time with my kids when they have early release from school.
• Communicate boundaries about after-hours and weekend work with clients.
• Audit and eliminate time-wasting activities regularly. I know I mentioned this above, but it’s also relevant here.

Applying the “One More” philosophy to your agency’s marketing efforts can significantly boost your visibility and attract more potential clients.

Practical Application:

• Create one more piece of weekly content to boost your content marketing efforts.
• Diversify your marketing efforts by adding one more channel to your mix.
• Implement one more data point in your marketing analytics to gain deeper insights.

Examples

• For example, if you are working on content marketing, create one more piece of weekly content to boost your content marketing efforts. Repurpose it so you have the exact text, video, and audio content. https://repurpose.io/ and https://www.synthesia.io/ are some tools that can help you with this.
• Diversify your marketing efforts by adding one more channel to your mix. Only do this after you have one channel working or have tried it for 3-6+ months consistently and know it isn’t working for you.

The “One More” approach in sales can be the difference between closing a deal and losing it to a competitor.

Practical Application:

• Extend your sales follow-up sequence by one more touchpoint. If you don’t get a reply to an email, give them a call.
• Prepare one more relevant case study or testimonial to showcase during sales presentations.
• Offer one more value-added service in your proposals to differentiate from competitors.

Examples:

• After your standard follow-up sequence, add a “one more” personalized video message addressing the prospect’s specific needs and how your agency can meet them. This personal touch can set you apart and demonstrate your commitment to understanding and solving their unique challenges. You can use https://www.loom.com/ or https://sendspark.com/
• Create a “Value-Added Services” strategy, including one unexpected bonus service that helps them achieve their desired outcome. For example, along with a website redesign proposal, we may include writing two blogs and indirectly promoting our content writing services, running a Google Business audit, and optimizing their GBP profile as a lead into our local SEO services.
• Develop a “Micro-Case Study” series, sharing one specific result from a similar client with each follow-up.

Going above and beyond in adding value to your customers can turn them into loyal advocates for your agency.

Practical Application:

• Provide one more unexpected deliverable with each project.
• Offer one more check-in or support session after project completion.
• Create one more educational resource tailored to each client’s industry or challenges.

Examples:

• After launching a new website for a client, surprise them with a custom SEO report that highlights quick wins they can implement to boost their search rankings. This unexpected value-add delights the client and opens up opportunities for additional SEO services.
• Offer a free website, SEO, GBP, or other type of audit three to six months after project completion. Offer to make improvements to help your clients grow proactively.

Setting and maintaining healthy boundaries with clients is essential for sustainable agency growth and success. The “One More” approach can help you establish clear limits that protect your team’s time and energy while improving client relationships and project outcomes.

Practical Application:

• Implement one more policy or reminder to clearly define project scope and deliverables to avoid scope and budget creep.
• Establish or communicate expectations for client communication to avoid unscheduled calls and tardy meetings.
• Manage client expectations about last-minute work (evening and weekend work) and communicate that if you have the bandwidth, it is charged at a premium rate of 2X.

Examples:

• At the start of each project, keep a detailed document of all deliverables, timelines, and what constitutes the scope of work that is included. Communicate to your client that anything not explicitly stated in it is considered a new scope. Provide a process for handling scope changes, requiring written approval and budget adjustments for any additions.
• Set clear guidelines for client interactions as part of your client onboarding process. Specify your agency’s core working hours, expected response times for different communication channels, and a protocol for scheduling meetings (e.g., 24-hour notice for non-emergency calls).
• After-Hours Work Boundaries: Establish an “Urgent Request Protocol” that outlines how last-minute or after-hours work is handled. Clearly communicate that regular working hours are [your specific hours], and any work required outside these hours, if possible to accommodate, will be billed at 1.5x or 2x the standard rate. Include this information in your initial contract and remind clients when they make urgent requests.

Last but not least, focus on your physical and mental health. In the demanding world of agency life, it’s easy to neglect our physical and psychological health. However, as Mylett emphasizes, peak performance in business starts with personal well-being.

Practical Application:

• Add one more healthy habit to your daily routine.
• Take one more break during your workday for mental refreshment, rest your eyes, and stretch.
• Implement one more wellness initiative for your team related to physical or mental health.

Examples:

• Introduce a “One More Mile” challenge, encouraging team members to walk, run, or cycle one extra mile daily. This will promote physical health and create a sense of shared accomplishment.
• For mental health, implement gratitude practice at the start of team meetings, helping everyone center themselves before diving into work. We share 1-3 things we are grateful for personally or professionally. My family follows this practice every evening before our nightly prayer time.