When I work on website projects with agencies, the process often follows a predictable path. It starts small, builds momentum, and grows into something bigger as trust and efficiency develop. Over time, we move from small, one-off jobs to larger projects and full-site builds. Eventually, the agency is empowered to take on more of the work themselves, and I step into more of a strategic partner role and then I fade away.  Agencies go from website projects that are hard to source, rife with misalignment, to a key part of the offering and part of the retained services of the agency with a better process.

This journey has been shaped by over 20,000 hours working in HubSpot and through countless collaborations with agencies of all sizes. I've made hundreds of templates which became thousands of downloads on HubSpot's marketplace.  Also have done hundreds of website projects many with my agency partners.  I'm Joe Jerome the founder and solo of Brand Builder Solutions.  I've been a key contributor on HubSpot websites in the partner community for over 10 years.

Along the way, I’ve learned that while building a great website is crucial, the true key to success lies in the sale and the process. Here’s how these partnerships typically progress and why partnering can make all the difference in overcoming common web development challenges.

1. Starting Small: The Initial Job

Most of my collaborations with agencies begin with a small project. It could be something like:

• Fixing broken code on a HubSpot page.
• Tweaking an existing template to improve user experience.
• Cleaning up or optimizing a few specific areas of the site.
• Creating a microsite for events
• Converting some design files into HubSpot Code
• Making a module

These small jobs allow both sides to feel out the relationship with minimal risk. The agency gets a sense of how I work and the value I bring, while I learn more about their processes, goals, and pain points.

For example, when I started working with one agency, it wasn’t a big, strategic deal. As I covered this in a Databox podcast, “We just started working together on a few small projects.” They  had a site with some messy code that was causing issues, and they were looking for someone to come in and fix it. I came in and cleaned up the code, fixing a few key problems.

“Nothing was really high-level at first,”. “It was more like, ‘Come in and see what you can do to fix these couple of things.’” These initial small jobs are an opportunity to prove the value of the partnership and open the door to more significant projects.  You can listen to the full podcast here. 

That agency was awesome to work with and what started out as some small jobs turned into full scale projects to them eventually developing an internal competency for this type of work.

Other Examples of Small Jobs:

• Converting static page designs into mobile responsive HubSpot templates.
• Fixing issues with navigation or integrating a custom blog into HubSpot CMS.
• SEO clean up and error fix
• Upgrading from the old template editor to the new theme based website builder on HubSpot.

2. The Next Step: Full Site or Part of a Site

Once the initial job is complete and trust is established, agencies often come back to me for larger projects. This usually falls into one of two categories:

Full Site Projects

Full site builds are straightforward—an agency needs a new website, and I’m brought in to handle the project from top to bottom. These projects are great because they allow us to lock down the site’s design, functionality, and conversion optimization right from the start.

This is a common scenario for many smaller agencies, where web development has become a low-margin, time-consuming task. As I noted in this interview, “Websites had become a pain for smaller agencies. By 2010, web development had become low-margin work that required months of labor that would delay retainer driven work.” Taking on a full-site build alleviates these challenges, allowing the agency to offload the heavy lifting and deliver a site that’s built to convert from day one.

Part of a Site: A DIY with a Little Help Approach

Not every project requires a full-site build. In many cases, the agency is working on a site refresh and needs support on specific parts of the site. This is where I step in to handle the more complex work—whether it’s converting Figma mockups into live pages, creating templates, or building a new theme—and the agency takes it from there.

Our website framework, is a great example of this approach in action. It allows agencies to build a site quickly using customizable templates without needing a developer for every small tweak. Jerome explains, “It allows marketers to build the site themselves using customizable templates. No developer is needed, and they can quickly switch from one Brandbuilder template to another before customizing branding.” This approach gives agencies flexibility and control over the project while still benefiting from expert support where it’s needed most.  Liftoff framework has been modernized and now is available as "BareBones" and it is available direct from Brand Builder Solutions.

Examples of Part-Site Projects:

• Converting Figma mockups into live, responsive pages.
• Building out custom HubSpot themes for specific sections of the site.
• Creating templates that the agency can reuse across multiple client projects.

3. The Recurring Client Projects

When agencies get bogged down with website projects, it diverts attention from their core services—like content creation, strategy, and client retention efforts. By partnering with an expert team to handle the heavy lifting on websites, agencies free themselves from the bottleneck of these projects. This not only relieves internal pressure but also improves client satisfaction.

Once the internal project with the agency is complete, the real value kicks in when we extend that process to client sites. With a proven system in place, we streamline development timelines and deliver consistent, high-quality results. This takes the burden off the agency's plate, allowing them to focus on higher-value, retained services like campaign management, content strategy, or SEO.

For example, in my partnership featured in the Databox podcast, we highlighted the game-changing potential when combining forces: “We started talking about other projects, and I think some light bulbs went off in both of our heads on the potential of bringing such a focused content group...and combining that with what we do, including the website coding and mapping the website with the buyer’s journey.”

This type of collaboration not only speeds up the website process but also results in better, more strategic websites aligned with client needs, which boosts client satisfaction and retention. Plus, the agency can continue to grow their recurring revenue streams without being bogged down by one-off website tasks.

4. Taking It In-House: Agency Growth and Ownership

At a certain point, the partnership becomes so successful that the agency starts taking more of the web development work in-house. What started out as Do-It-For-Me services becomes, Do-It-With-Me services and eventually a full handoff can happen.  Not everyone's choice but in the case of the agency in the interview with Databox, after working together for a while they now handle this on their own and have staffed up an internal competency for this work.

In other cases and agency, might hire a developer or project manager to handle portions of the project while I step into a more advisory or specialized role, jumping in when needed for more complex or time-sensitive work.

This evolution is a natural part of agency growth. It allows the agency to maintain more control over their projects, while still relying on me for support in specific areas. “Eventually, it starts to go well enough that the agency decides to take it in-house and opts to take more and more of the project on”.

Brand Builder Solutions owns this growth model. By building a repeatable process for delivering HubSpot CMS websites, they empower agencies to take on more of the work themselves without losing sight of the bigger picture. I describe this process as flexible yet scalable, allowing agencies to handle everything from buyer journey mapping to conversion path analysis with ease.

The Key to Success: Sales and Process

While the technical side of website development is crucial, there’s something even more important: the sale and the process.

The Sale

The most critical factor in building a successful website project is closing the deal with the client. Without the sale, nothing else matters. That’s why the agencies that succeed with website projects are the ones who have mastered selling the value of a website—especially one built on HubSpot CMS.

BrandBuilder Solutions realized this early on. “We returned to our original mission: turning websites into the company’s top salesperson”.  When agencies focus on positioning the website as a conversion engine, the sale becomes easier, and the client understands the value they’re getting.

The Process

Once the sale is made, the project’s success hinges on the process. This means sequencing approvals, managing timelines, and sticking to deadlines. It’s the hardest part of the project and one of the top reasons to partner with someone who’s been through it all.

I cannot emphasize the importance of a streamlined process enough: “We’ve built a repeatable process for building on the HubSpot CMS that is flexible for our clients and partners.” By having a clear, step-by-step process in place, we can avoid delays, scope creep, and misaligned expectations—all common pain points in website projects.

Why Partnering Makes Sense

For most agencies, partnering is the easiest and most effective way to deliver websites. Whether you need someone to handle the entire site build or just need help with a specific part, having a partner who understands HubSpot inside and out can save you time, money, and stress.

With over 20,000 hours logged in HubSpot, I’ve seen just about every type of project, and I’ve helped agencies deliver websites that get results. As Joe Jerome says, “We help agencies cut out the low-margin and painful work and let them get straight to the retainer portion.” By partnering with someone who can handle the technical heavy lifting, agencies can focus on what they do best—building relationships and delivering value to their clients.

Conclusion: Ready to Take the Next Step?

If you’re looking to streamline your website process and take on more projects without the hassle, let’s talk. Whether you need a small tweak, a full-site overhaul, or ongoing project support, I’ve been there and can help you succeed. The hardest part is managing the sale and project plan, but with the right partner, you can deliver every time.