The Agency Handbook

A secure, branded workspace where clients access project updates, approve work, share files, and communicate, without needing access to your internal tools.

A structured process for submitting content for review, collecting feedback, and getting explicit sign-off before publishing or delivering, so approvals are tracked, not assumed.

Net Promoter Score is a client loyalty metric that shows how likely clients are to recommend your agency, using a single 0 to 10 survey question.

An AI-driven process where an AI agent autonomously plans and executes a series of steps to complete a complex task, without a human directing each action.

An AI technique where the model searches your own documents or data before generating a response, so answers are grounded in your specific information, not just the model's training.

An AI system that can perceive its environment, make decisions, and take actions autonomously to achieve a goal. Unlike a chatbot that just responds, an agent acts.

An AI system design where a human reviews, validates, or approves AI outputs at key decision points, rather than letting the AI act fully autonomously.

Model Context Protocol, or MCP, is a standard way for AI tools to connect to external systems, data, and actions, so one model can work across your real stack without custom one-off integrations.

Prompt engineering is the practice of structuring instructions, context, constraints, and examples so an AI system produces a useful output, not just a plausible one.

The structured process of running a client walkthrough, collecting formal sign-off, and handing off a completed website — covering pre-launch checks, the delivery call, and post-launch documentation.

A written agreement that defines exactly what an agency will deliver, what is excluded, and the conditions for sign-off.

A formal document that defines the work an agency will deliver, the timeline, the cost, and the acceptance criteria, signed before the project begins.

A written amendment to the original project scope that documents new work, additional cost, and timeline impact, issued and signed before the new work begins.

A discovery call is the first structured sales conversation where an agency diagnoses the prospect's problem, qualifies fit, and decides whether a proposal or scope should follow.

The process of assigning team members and their available hours to client projects based on capacity, priority, and skill, a critical practice for agencies running multiple concurrent clients.

A project charter is a short kickoff document that aligns the agency and client on goals, stakeholders, success metrics, constraints, and decision-making before execution begins.

Capacity planning is the process of forecasting how much client work your agency can realistically deliver over the next few weeks or months before assigning it.