We started Redefine Web in 2014 because the agency model was broken — bloated retainers, junior account managers, % of ad spend conflicts of interest. Eleven 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?
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.
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.
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.
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.
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.
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.
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.
Eleven 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.
Beliefs are easy to write. These are the four we operate against — every project, every meeting, every reporting cycle.
No smoke, no mirrors. Open dashboards, open contracts, open communication. We tell you what we're doing, and what we won't do.
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.
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.
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.
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.
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.
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.
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 4.2 years of retention.
When clients needed to pause spend or freeze projects, we let them — no termination fee, no excuses. Most came back when the market reopened. The trust earned in those nine months was worth more than any quarter we'd ever billed.
Hit a quiet milestone — $25M of client ad spend managed since founding. No fanfare. The dashboards we'd built in 2018 finally tied every dollar of that spend to a closed deal or a pipeline opportunity.
Ten years in, we've operated 300+ engagements across SaaS, e-commerce, healthcare, hospitality, manufacturing, and professional services. Average client tenure has climbed to 4.2 years. Retention rate at 94%.
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.
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.
A sampling of recent engagements that match this work.
Automation Anywhere struggled with high lead costs and limited global campaign effectiveness, paying nearly $2,000 per lead. Through strategic audits, competitive offers, and precise campaign optimization, we cut CPL by 97%, scaled MQL acquisition, and increased customers 100×.
A pet insurance brand built a Google Ads engine with niche targeting and remarketing — 455 qualified conversions in 5 months, an 8.87% CTR (vs 1-3% benchmark), and 31.06% conversion rate.
A Danish luxury hotel replaced an outdated site + confusing external booking flow with an integrated, brand-aligned redesign — 64% organic traffic growth, 40% direct booking share, 250+ first-page keywords in year 1.