A team built for the work, not for the pitch deck.
We started Redefine Web in 2021 because the agency model was broken — bloated retainers, junior account managers, % of ad spend conflicts of interest. Five years later, we're still small, still senior, still accountable to the only metric that matters: did the work make our clients more money than it cost?
Six things
we'll never compromise on.
Senior people, every account.
The person on your kickoff call is the person on month thirty-six. No bait-and-switch from senior pitch to junior delivery. If we can't staff your account with senior people, we won't take the engagement.
Aligned incentives, transparent billing.
Flat-fee paid media (not % of spend). Fixed-scope project work where possible. No hidden upsells, no scope creep that wasn't agreed to. We make money when our clients do.
Reported against revenue, not vanity metrics.
Live dashboards tying every dollar of work to qualified pipeline. Open rates and rankings are checkpoints, not goals. If we can't prove the work made you money, it isn't done.
The honest answer, every time.
We'll tell you when a project doesn't make sense, when a different agency is a better fit, when your budget is wrong, when the strategy you're attached to is bad. The first conversation is the most honest.
Built for handover, not lock-in.
You own the work — code, accounts, content, documentation, runbooks. If you want to take it in-house tomorrow, you can. The retention rate doesn't come from contracts.
Small on purpose.
We've turned away accounts that would've doubled revenue because we couldn't staff them with senior people. Growing the team faster than we can train senior leads breaks belief #1, and that's a price we won't pay.
A web development and marketing veteran. Built Redefine Web with one rule: senior people on every account, every time. Still takes new client kickoff calls personally.
Why we started this.
Why we won't change.
I worked at three agencies before starting Redefine Web. Each of them did the same thing: brought senior strategists into the pitch, then handed the account to a 22-year-old account manager the moment the contract was signed. The senior person disappeared. The work suffered. The client never quite figured out why their results felt off.
The model wasn't accidental. It's how agency margins work — senior time is expensive, junior time is cheap, and most clients can't tell the difference until six months in, by which point they've signed a 12-month contract.
The first agency I worked at had a saying: "Sell the chef, deliver the dishwasher." That's the joke that wouldn't stop bothering me.
So we built something different. Small on purpose. Senior people on every account, kickoff to month thirty-six. Flat-fee paid media. Fixed-scope project work. Documented handovers, no lock-in. Accountable to revenue, not impressions.
It's a slower way to grow an agency. We've turned away accounts that would've doubled revenue because we didn't have senior capacity to take them on, and growing the team faster than we can train senior leads breaks the only belief we won't compromise on.
Five years in, the model has held up. Three hundred engagements. Forty million in managed spend. Ninety-four percent client retention. A team that's grown deliberately to thirty senior people — not three hundred junior ones.
If that's the kind of partner you're looking for, we'd like to hear from you. If it isn't, that's fine too — we'll happily refer you to someone whose model fits better.
How we actually work.
Beliefs are easy to write. These are the four we operate against — every project, every meeting, every reporting cycle.
Transparency
No smoke, no mirrors. Open dashboards, open contracts, open communication. We tell you what we're doing, and what we won't do.
Integrity
Honesty over comfort. We'll tell you the work isn't worth doing before we'll bill for work we don't believe in. Reputation compounds longer than any retainer.
Simplicity
Sounding smart isn't the goal. Clarity is. We strip jargon, simplify scope, and explain things in language your CFO and your customer can both understand.
Performance
The numbers either move or they don't. We optimize for the metric you'd actually defend in a board meeting — not the one that fits a slide.
Five years,
on purpose, deliberately small.
A timeline of the moments that shaped how we operate today. Most agency growth stories celebrate scale. The ones below are about choosing not to.
Redefine Web is founded.
Started in a coworking space in lower Manhattan with three engagements, two co-founders, and a single rule: senior people on every account. Built a website on a $99 budget. Shipped the first three projects through the holidays.
First $1M revenue year. We turned down an acquisition.
A larger agency offered to acquire us in exchange for keeping the brand and absorbing junior account managers. We declined — the model would've broken belief #1. It remains the right call.
Switched paid media to flat-fee billing. Lost 20% of revenue.
The percentage-of-spend model was creating an obvious incentive conflict — bigger budgets meant bigger fees regardless of return. We moved every PPC engagement to flat-fee and watched some clients leave. The ones who stayed have averaged 3+ years of retention.
Crossed $25M lifetime managed ad spend.
Hit a quiet milestone — $25M of client ad spend managed since founding. No fanfare. The dashboards we'd built in year two finally tied every dollar of that spend to a closed deal or a pipeline opportunity.
300 engagements shipped.
Four years in, we've operated 300+ engagements across SaaS, e-commerce, healthcare, hospitality, manufacturing, and professional services. Average client tenure has climbed to 3+ years. Retention rate at 94%.
Today.
Thirty senior people. Two offices (NYC + Lisbon). Operating an aggregate $14.6M in managed monthly ad spend. Still small on purpose. Still picking engagements over scale. Still selling the chef and delivering the chef.
Want to see if we'd be a fit?
30 minutes with a senior strategist. We'll ask honest questions about your business and tell you honestly whether we should work together — or who would be a better partner if we shouldn't.
Real practices, real numbers.
A sampling of recent engagements that match this work.
Generated $60K+ in renovation bookings in 12 months with a complete digital rebuild for Passion Built.
A Sydney bathroom and home-renovation specialist replaced two underperforming websites with a single SEO-driven site, secured 300+ keyword rankings, and converted 10% of new visitors — generating $60,000+ in bookings within a year.
Generated 141 qualified plumbing leads in 4 months with a fresh PPC build-out.
Service-segmented ad groups + appointment-focused landing pages + full call-tracking turned cold ad spend into a measurable, scalable lead engine — 141 new leads at a 14.6% conversion rate.
Lifted Corin Management traffic to 10K/month and 250+ first-page keywords.
A Nottingham-based construction project management specialist replaced an outdated site + scattered service explanation with a bespoke modern build — 250+ first-page keywords, 10K monthly visits, 31% lower CPA in 6 months.