Jemicah Marasigan
Content Marketing Manager
Starting your own creative agency is an exciting but challenging journey. Whether you’re a seasoned freelancer ready to expand or a creative professional wanting to formalize your hustle, it’s important to know what steps to take and what pitfalls to avoid.
With some practical advice and a clear plan, you can set yourself up for success when starting your own agency. But, if you need some help, here are some key agency do’s and don’ts to keep in mind as you embark on this new venture.
Do: Have a clear vision and mission
Before anything else, clarify what your agency stands for. What’s your niche? What sets you apart from others? Your vision is your guiding star, so take the time to define it. Whether you focus on content creation, web development, production, or a mix of creative services, ensure that your mission aligns with your skills and passion. This clarity will not only help you market your agency but also attract clients who resonate with your values.
Tip: Write down your agency’s mission statement and refer back to it whenever you’re making decisions, from branding to client acquisition. This is one of the essential tips for starting your own agency that will always guide your growth.
Don’t: Name your agency after yourself
It might be tempting to name your agency after yourself, especially if you’re transitioning from freelancing where your personal brand is strong. However, this can inadvertently limit your business’s potential growth. When your name is on the door, clients might expect you to personally handle all the work, which isn’t sustainable as you scale.
Instead, choose a name that represents your agency’s ethos or creative direction. This approach allows you to step into the role of agency owner or Creative Director while leveraging a team of talented freelancers or employees. This is an important consideration for anyone looking to learn how to start a digital marketing agency or any other business model.
Tip: Try a business name generator if you’re feeling stuck. Also consider running your name idea by a few trusted friends or colleagues to see how it lands. And once you’ve got the perfect name, be sure to grab the domain and lock down your social media handles to keep everything consistent.
Do: Start small but think big
Your agency might start with just you and a couple of collaborators, but always think big. From day one, set up systems that can scale as you grow. This means investing in tools that streamline your workflow, like a CRM (Customer Relationship Management) tool like Copper. Copper is particularly handy because it integrates seamlessly with Google Workspace, making it easier to manage both sales and project pipelines, maintain client relationships, and keep track of projects as your agency expands.
Even if you’re bootstrapping, think about the tools and processes you’ll need when your client list doubles. This foresight will save you headaches down the road, and it’s a crucial step when starting your own agency.
Tip: You're most likely juggling new customer acquisition and project execution at the same time. Keep things organized and moving forward with Copper’s Pipelines (and even a selection of templates you can choose from). That way, when your business grows, your whole team can stay on the same page despite all the moving parts.
Don’t: Stretch yourself too thin
It’s easy to fall into the trap of being a one-person show, especially in the early days. While hustling hard is part of the process, trying to do everything yourself—sales, project management, creative work—can quickly lead to burnout. As your agency grows, transition from doing the work to managing the work.
Tip: Start small by outsourcing tasks that aren’t your strong suit or that take up too much of your time. Whether it’s hiring a virtual assistant to manage your calendar or bringing in specialists or freelancers for specific projects, delegating can free you up to focus on growing your agency.
Do: Build a strong network
Your network is your net worth, especially in the creative industry. Attend industry events, join online communities, and don’t be shy about reaching out to potential collaborators. Building a strong network of creatives, vendors, and clients can lead to referrals, partnerships, and new business opportunities.
Tip: Networking isn’t just about what others can do for you; it’s also about what you can offer them. Be generous with your knowledge and support, and it will come back to you.
Don’t: Ignore the importance of customer service
In the early stages of your agency, building strong relationships with your clients is crucial. Focus on delivering outstanding customer service by consistently going the extra mile.
Trust and respect the foundation of any successful business relationship, and when clients see that you’re willing to exceed their expectations, while also respecting their time, they’re more likely to become repeat customers and refer others to your agency.
For the first couple of years, make it your mission to not just meet, but exceed your clients’ needs. This approach will help you build a solid network of satisfied clients who will be key to your agency’s growth.
Tip: Treat every new client as if they’re your most important one. This is especially important for potential clients who are making decisions based on first impressions.
Do: Invest in building a great website
One of the best ways to get your agency noticed is by setting up a website that not only looks great but is also easy for people to find online. Think of your website as your digital storefront — it’s where potential clients will come to learn about you, so you want it to make a good first impression while also being optimized for SEO. To get started, think about what your ideal clients might be typing into Google when they’re looking for services like yours. Use those keywords in your website’s content, titles, and descriptions, and even a blog.
When kickstarting an agency, you can write blog posts about your agency’s origin story, case studies, industry trends, tips for clients, behind-the-scenes processes, client testimonials, and your take on common industry challenges, all of which help to regularly add fresh content and improve SEO while establishing your brand's voice. If this all sounds a bit overwhelming, don’t worry! There are plenty of SEO experts out there who can help you get things up and running.
Tip: Don’t miss out on potential customers! Use Copper's Forms feature to capture leads directly from your website. This simple widget sits on your site and collects details from anyone who fills it out. Once submitted, their info goes straight into Copper, so you can quickly start building those new relationships. Whether it’s sending a welcome email, setting up a follow-up task, or adding them to your pipeline, Copper’s Forms make it super easy to turn website visitors into future customers.
Don’t: Overlook the legal and financial basics
As creative as you are, you can’t ignore the business side of running an agency. It’s important that you have all the necessary legal structures in place, like registering your business, setting up contracts, and understanding tax obligations.
Tip: Set up a dedicated calendar or reminders for key tasks like filing taxes, renewing business licenses, and reviewing contracts. If you’re new to the financial side, start with user-friendly accounting software like QuickBooks or Xero to track income and expenses. If things get complex, consider hiring a part-time bookkeeper or accountant to help you avoid costly mistakes down the line.
Do: Learn from others, but blaze your own trail
There’s a lot of advice out there about what you should and shouldn’t do when starting an agency, and while it’s important to learn from those who’ve been there before, remember that your journey is unique. Trust your instincts and don’t be afraid to take risks that align with your vision.
Tip: Seek out mentors who can offer guidance, but don’t feel you need to follow every piece of advice. Adapt what you learn to fit your specific goals and circumstances.
And, last but not least: Don’t get discouraged by setbacks
Starting an agency is a marathon, not a sprint. There will be challenges, slow periods, and mistakes along the way. The key is to stay resilient and learn from every experience. Remember why you started and keep pushing forward. Success rarely happens overnight, but with persistence and passion, it’s within reach.
Tip: Celebrate small wins along the way. They’ll keep you motivated during tough times and remind you of the progress you’ve made.
Don’t forget your do’s and don’ts!
Starting your own agency is a bold move that requires a mix of creativity, business savvy, and a lot of grit. By focusing on the do’s of starting an agency, like your vision, building strong relationships, and setting up systems for growth, you’ll be well on your way to building a successful one.
And remember, you don’t have to do it all alone — tools like an agency CRM, like Copper, can help you manage your growing business, so you can focus on what you do best: creating!
