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, percentage-of-spend billing, layers of account managers between you and the work. Five years later, we're still small, still flat-fee, 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.
The same team, kickoff to closeout.
The people you meet on your kickoff call are the same people building, running, and reporting the work for the life of the engagement. No handoff layer. No account managers between you and the team doing the work.
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 take them on without breaking the rest of these beliefs. Growing the team faster than we can keep this model intact is a price we won't pay.
Built Redefine Web around flat-fee billing, open dashboards, and full client ownership of the work. 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. The pattern was the same at each one. Percentage-of-spend billing rewarded growing the budget, not improving the return. Retainers were padded to cover scope creep that never quite got named. Reporting cycles celebrated impressions and rankings instead of the only number on the client's P&L.
The model wasn't accidental. It's how agency margins work. The incentives quietly point away from the client's outcomes, and most clients can't tell until six months in, by which point they've signed a 12-month contract.
What kept bothering me was that the work I was proudest of was rarely the work I was billing for.
So we built something different. Flat-fee paid media instead of percentage of spend. Fixed-scope project work where possible. Live dashboards tying every dollar of work to qualified pipeline. Documented handovers, full client ownership of the assets we build, no lock-in.
It's a slower way to grow an agency. We've turned away accounts that would've doubled revenue because they wanted percentage-of-spend billing, or wanted us to hold the keys to the work, or wanted reporting against vanity metrics. Those are the beliefs we won't compromise on.
Five years in, the model has held up. The team has grown deliberately. The retention rate doesn't come from contracts. The clients who stay, stay because the work continues to move the numbers that actually matter.
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 and a single rule: bill flat-fee, report against revenue, hand over what we build. 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 their billing model. We declined. The model would've broken every belief on this page. 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.
A team that's grown deliberately. Operating client work across web, paid media, SEO, and lifecycle automation. Still small on purpose. Still picking engagements over scale. Still billing flat-fee. Still handing over everything we build.
Want to see if we'd be a fit?
30 minutes, working session, no decks. 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.
Drove 681% organic traffic growth for a DUI defense firm with focused link building.
A budget-constrained Missouri DUI defense firm achieved 681% organic traffic growth, scaled from 573 to 4,500+ annual organic users, and tripled phone-call inquiries — all through long-term SEO and authority building.
Returned 400%+ ROAS for N1Mailbox with a custom site + reliable hosting.
A central London mailbox + virtual office provider replaced an outdated, plugin-heavy site with a custom build + managed hosting + restructured Google Ads — 400%+ ROAS, 35% conversions, 100% uptime.
Generated 20-30 roofing leads/month and a €120K commercial win for HP Roofing.
A 1969-founded Dublin roofing leader replaced offline-only acquisition with a conversion-first website + Google Ads + SEO — 20-30 monthly leads, €120K commercial project win, and 10× ROI in 4 months.