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You sit through a website pitch. It sounds polished. It’s packed with big claims, clean mockups, and confident timelines. But something feels... familiar.
That’s because it is. You’re not looking at your website. You’re looking at a template pitch they’ve rolled out ten times this month. The same structure, the same “strategy,” the same assumptions, just with your logo pasted on.
These cookie-cutter pitches are everywhere. And while they might get you a decent-looking site, they rarely deliver what your business actually needs: clarity, trust, conversions, and growth.
The worst part? You usually don’t realise it’s happened until the site’s live, underperforming, and locked in.
Why this matters for your business
Your website isn’t a design exercise. It’s a business tool.
- If it’s confusing, you lose sales. People click off.
- If it’s generic, you look like everyone else. No trust, no edge.
- If it’s built for someone else’s goals, it won’t hit yours.
- If it’s hard to update, it slows your team down.
A cookie-cutter pitch might save time upfront, but it creates long-term friction. Marketing teams struggle to plug into it. Sales teams can’t use it to validate trust. The business ends up tweaking endlessly or rebuilding sooner than planned.
Key Tip: If a pitch doesn’t mention your business model, sales process, or customer type, it’s not strategic. It’s just decoration. Use that as your first filter.
How to spot a cookie-cutter pitch
Here’s what to watch for, and how to respond.
1. They lead with visuals, not questions
If a pitch opens with mockups, design samples, or themes, and not a discovery conversation, be cautious.
Strong web projects start with:
- Who is your customer?
- What actions do you want them to take?
- What do they need to believe before they convert?
A one-size-fits-all design never fits. Strategy comes first. Then structure. Then visuals.
What to say: “Before we get into design, can you walk me through how you’d understand our customer journey?”
2. The structure is identical to other sites they’ve shown
It’s not about originality for its own sake. It’s about fit.
A law firm’s site should not follow the same layout as a SaaS product. An eCommerce store has different needs than a consulting firm.
Ask:
- Why did you choose this structure?
- How does it support our specific goals?
If they can’t answer with clarity, it’s a template in disguise.
Example: One NZ business was pitched a “proven” 5-page site format that had worked for dozens of companies. But the format didn’t support their product’s longer education cycle or trust requirements. The result? A 70% bounce rate.
3. They skip over content
Content is not filler. It drives conversion.
In cookie-cutter pitches, content is often a footnote. You’ll hear phrases like:
- “We’ll just need some copy from your team.”
- “We can drop in some placeholder text for now.”
What they’re really saying: we haven’t thought about your message.
Better approach: The agency should help you craft or refine content, or at least pressure test what you’ve got, based on what actually converts.
4. They can’t explain the ‘why’ behind their choices
Every element on your site should earn its place. If the pitch includes carousels, accordion menus, video banners, or “trust badges,” ask why.
A strong agency will explain the function, the friction it solves, or the behaviour it supports.
A weak one will say “this looks nice” or “most people use this.”
What to listen for:
- Insight into user behaviour
- References to your customer type
- Specifics tied to your goals
No rationale? No reason to trust the pitch.
5. They oversell SEO, under-explain the details
Watch for agencies who claim your site will "rank high on Google" without walking you through how.
Basic SEO requires:
- Metadata structure
- Clean semantic code
- Mobile performance
- Speed optimisation
- Crawlable URLs
If they don’t talk about these things specifically, the SEO pitch is just fluff.
6. They talk more than they listen
It sounds obvious, but in the moment, it’s easy to miss.
In a strong pitch, the agency should be:
- Asking detailed questions
- Challenging assumptions
- Listening for pain points
If they talk non-stop about their process, portfolio, or pricing without digging into your business, they’re not building a solution. They’re selling a package.
Common objections (and smart responses)
“But this format works for most clients.”
Sure, but I’m not most clients. Walk me through how this supports our funnel.
“We just need your content and we can get started.”
Before we go too far, I’d like to know how you’ll help us shape that content to fit the strategy.
“We can always tweak later.”
That usually ends up costing more time and money. Let’s get it right up front.
“Our themes are fully customisable.”
If we’re customising everything, why are we starting from a theme?
What a strong pitch looks like
You’ll know it when you see it. It feels like a conversation, not a presentation.
- They ask sharp questions you hadn’t considered.
- They’re specific about process, timelines, handover, and access.
- They bring insights about your industry or user behaviour.
- They outline a clear plan for content and strategy, not just design.
- They show work that matches your needs, not just their favourites.
They leave you feeling like they understand your business, not just their own offering.
What to do now
Before you accept any website pitch, run this checklist:
- Did they ask about your customer, funnel, and business model?
- Did they offer strategic thinking, not just visuals?
- Can they explain every part of their pitch and how it helps you?
- Are you seeing a plan for content, structure, and conversion?
- Do you feel understood, not just sold to?
And if something feels too slick or too standard, trust that instinct. It’s probably not built for you.
Want a second opinion on a pitch or scope? We’re happy to take a look.
