Web Agency Challenges in 2021

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2020 forced us to change course and to increasingly approach the reality online to make us heard and visible to clients. This is the time to think seriously about digital transformation, not only with regard to the operation of human resources, such as the need to work in smart working, but also for all the other activities of the company, including business promotion. Those who do digital marketing successfully, know well the importance of adapting to changes and also for the 2021 we assisted to new scenarios and trends, due to the COVID-19 pandemic. Though during 2020 we have seen a positive trend in the role played by web agencies, what what results did we notice throughout the 2021?


Digital marketing is constantly evolving and this makes it difficult to predict the changes that will affect this sector in the coming year. But, the latest data on the world of digital marketing and the effects of lockdown show how already from 2021 we have seen a consolidation of inbound marketing, that strategy behind digital communication focused on the possibility of increasing the ability to be identified by potential customers through the web. This has led not only large businesses, but also many SMEs, to project themselves into the digital world and to give themselves a face on the web, promoting their services and products through personalized websites and e-commerce. The difficulty, however, lies not so much in the creation of a website, but in the professional and strategic management of its online presence, which requires the help of web agencies specialized in web marketing in order to achieve satisfactory results. An important factor to watch out for is to make sure that the web agency you rely on takes care of the SEO side and the placement of your site in search engine SERPs.

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For businesses, digitalisation is no longer an optional issue but a strategic one. In fact, from the latest data provided by the e-Commerce Observatory, online purchases grow for information technology up to +20%, for clothing up to +22%, up to +18% for publishing and up to +37% for beauty and pharma products. Another sector for which net growth is expected in 2021 is food and grocery, which exceeds 70% of online purchases in 2019.

Given the strong growth of agencies specializing in website creation and e-commerce, competitiveness between the different agencies is at the forefront of the 2021 challenges, requiring the effort of the agencies to show their competitive advantage to ensure that they are chosen.

In making people understand the importance of accurately positioning themselves on the web, another of the challenges faced by web agencies is the aim to improve businesses online positioning. In addition, it is important to focus on trends that are able to capture the customer attention. Among the most important we find:

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The need to improve our online presence is also linked to the need to take care of our own social profiles in the best way and, again, the challenges and trends that each web agency will have to face in the near future have been dictated, in part, by the pandemic. A research conducted by We Are Social has in fact shown that the lockdown has helped changing our relationship with social media, from the way we use them to the role they play within our lives. The role of social media has changed so much that there has been talk of Social Reset. What does this paradigm shift foresee in detail?

The research has identified 6 trends that each web agency will have to take into account to review its social strategies in the near future:



SEO techniques are becoming increasingly sophisticated, aimed at improving the ranking of any content published on the web. This means that today’s SEO practitioner focuses not only on the structure of a text or the characteristics of a piece of content, but also on the medium used to publish that content. SEO has to make sure that a page, be it a video or a piece of written content, ranks high in Google searches, which is rarely done for other search engines. These days, more and more people, including companies, use the Internet intensively, publishing material, offers, advertising, and information about their own business. Whereas in the past, the individual company website was the most important tool, things have now definitely changed.


Humanisation of digitisation

The pandemic has implemented the digitisation of society and the economy and the improvement of the human-technology relationship. The phenomenon, known as tech-love, is impacting on different aspects of people’s lives, but also on brands. Brands have been faced with the need to invest in new tools and technologies: it is not just a matter of replacing the impersonal voice of a chatbot, but also of redefining touch points and how users’ shop. For example, as online shopping has become the primary sales channel, knowing a customer’s preferences and tastes is no longer enough. It is now a priority to capture their attention in consistent ways and approaches, reach them through the right touchpoints and communicate through an effective tone of voice.

Attention to the Google ecosystem

Exploiting the potential offered by SEO is crucial. With the new normal brought about by Covid 19, the information and content users are looking for has increased: for example, those selling physical products know that information needs to be more detailed, as customers may not be able to go to the physical store to view the product. Creating new information content about the items and their delivery, conveying a message that makes potential buyers feel safe, are details that make a difference.

In conclusion, it is important to reiterate that although the world of digital transformation is constantly evolving and difficult to predict, there are plenty of opportunities for those who want to stand out.

Furthermore, when asked “What are the top 3 challenges facing a web agency in B2B marketing?”, one of the most common answers is to provide an optimal customer experience throughout the customer-business relationship. Customer-centric B2B companies are those that understand not only how to attract the customer in the first place, but also how to create a relationship of trust that turns a simple customer into a brand ambassador, able to spread a positive image of the company and directly influence the demand for the product.

Although it is clear that the customer must be put on a golden pedestal for optimal results, only about 22% of web agencies claim to excel in CX (customer experience).

In this context, it is important to rely on specialists, such as the Moka Adv team, who can be a point of reference for those who want to be successful in their online positioning.

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