What your website owes you, and what you owe it
A website is an asset with a job description. If it cannot explain what you do in ten seconds and take an enquiry in two clicks, it is not doing the job.
6 min read
When an agency relationship ends badly, the argument is almost never about creative. It is about access: who owns the ad account, the analytics history, the domain and the CMS.
The asymmetry
An agency that owns your accounts owns your switching cost. Years of conversion history, audience lists and quality signals sit inside those accounts. Rebuilding them from zero is expensive, and both sides know it.
Questions to ask before you sign
- Whose legal entity owns the ad accounts, and what happens to them if we part ways?
- Who is the registrant on the domain, and who holds the DNS?
- Is the analytics property in our account with the agency granted access, or the other way round?
- Do you take any commission, rebate or referral fee from platforms or vendors you recommend?
You own your website, ad accounts, analytics and data. We take no commission from any platform we recommend.
Why we publish our own answer
Our position is written into how we work, not buried in an appendix: you own the assets, we hold access, and our recommendations carry no financial interest of ours. Ask any agency the four questions above and compare the answers.
Published by Fibvo, Bengaluru and Erode, India — working with clients in other time zones. If you disagree with any of this, we would genuinely like to hear it — tell us why.
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