Why Most Agency Websites Look the Same
Recently, I spent time studying around 20 agency websites.
The goal was simple: I'm building a new agency project and wanted to understand the common structure, messaging, and user flow.
What I found was surprising.
Most agency websites look almost identical.
The structure is similar. The imagery is similar. The copywriting sounds familiar. Even the CTAs often follow the same pattern.
It felt like one agency copied another, which copied another before it.
Instead of trying to make a slightly different version of the same thing, I decided to move in a different direction.
The project I'm currently exploring is Calera, an AI automation agency focused on helping businesses reduce operational friction through systems and workflows.
One idea I'm experimenting with is a business diagnosis section. Visitors can select challenges they're facing, receive an instant assessment, and view recommendations based on their answers.
It's a small addition, but it creates interaction instead of another generic "Book a Call" section.
Another interesting thing emerged while building the FAQ.
Do we replace employees?
No.
Calera systems are designed to remove repetitive work so people can focus on judgement, relationships, creativity, and growth.
AI can process information faster than humans. It can categorize, summarize, and automate.
But speed is not the same as understanding.
For now, the project remains in exploration and development.
And unfortunately, it's also competing with an aging computer that probably should have been replaced a long time ago.