Agencies claiming expertise in SEO, paid ads, social, web design, and branding all at once often read as expert in none of them specifically.
Someone searching for help with paid ads wants evidence of paid ads expertise specifically — a homepage claiming equal expertise across five disciplines dilutes the signal for the one they actually care about.
"We do SEO" from a specialist agency reads as more credible than the same claim from a generalist offering everything, because narrow focus is itself evidence of deeper, more current expertise in that specific area.
Additional services can exist without being the headline — a specialist SEO agency that also offers web design doesn't need to lead with that on the homepage, just make it discoverable for clients who need it.
A specialist positioning is undermined if the featured case studies are scattered across unrelated service types — the strongest case studies for a specialist site are ones that directly reinforce the specific expertise being claimed.
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