AGENCY GROWTH CLUB
How Harry Build a Global SEO Agency With $0 (Complete Framework)
By Harry Sanders
By Harry Sanders
Harry began his journey starting StudioHawk, homeless.
Nine years later, his agency has reached incredible heights, with growing teams and offices based in Australia, UK, and the US.
In this episode of the Agency Growth Club podcast, CEO of SEO for Hire, Josh Peacock, sat down with Harry Sanders, the founder of StudioHawk, to discuss the challenges and experiences faced by agency owners.
In this episode of the Agency Growth Club podcast, CEO of SEO for Hire, Josh Peacock, sat down with Harry Sanders, the founder of StudioHawk, to discuss the challenges and experiences faced by agency owners.
Harry began his journey starting StudioHawk, homeless.
Nine years later, his agency has reached incredible heights, with growing teams and offices based in Australia, UK, and the US.
Harry has managed to refine his unique approach and strategy towards building a strong and resilient agency, adding:
“I’m incredibly grateful for where I’ve come in my journey from where I was, and I don’t ever want to forget my roots.
That’s why I do a lot of ambassadorial work around youth homelessness.”
Harry joined the Agency Growth Club podcast to share his invaluable insights from his journey with StudioHawk, touching on:
In this article, we’ll be covering the key themes and actionable advice from the episode, offering a comprehensive guide for agency owners navigating similar challenges.
Harry emphasised a critical growing pain that many agencies encounter around the three-year mark.
During the initial years, agencies often experience rapid client acquisition with minimal churn. However, as time progresses, natural attrition begins to occur, along with referrals and better client relationships.
“Around that three-year mark, you start having natural attrition.
Clients aren’t necessarily always going to be with you forever.
You could be the best company in the world, and clients will still leave due to new marketing managers or new directions.
It can be a very stressful environment.”
Clients may leave for various reasons, such as:
This shift can lead to a stressful environment where agencies find themselves losing more clients than they are bringing in.
To address this challenge, Harry emphasizes the importance of refining the agency’s sales and marketing strategies.
At StudioHawk, they faced difficulties due to a flat organizational structure, which initially seemed effective but became problematic as the agency grew. With too many individuals involved in decision-making, the agency struggled to maintain clarity and direction.
To overcome this, they restructured the organization, creating dedicated roles and departments that allowed for more efficient operations and better management.
Consider creating specialized roles and departments to streamline decision-making.
When discussing team structure, Harry advocates for a “pod” system, where teams consist of no more than eight members.
He believes that smaller teams foster camaraderie and a sense of identity, which is crucial for building a strong company culture. Each team has its own name and identity, contributing to a sense of belonging among team members.
Team leaders are responsible for managing people issues while also participating in billable work, ensuring they remain connected to the front lines of the agency’s operations.
Harry touched on the often-overlooked topic of cash flow management.
As a professional services business, StudioHawk benefits from a steady stream of monthly recurring revenue, which helps mitigate cash flow issues.
However, during economic downturns, the agency has had to make strategic decisions to maintain profitability.
Harry emphasized the importance of investing in systems and processes during challenging times, even if it means sacrificing short-term profits for long-term growth.
Hiring is another critical area to agency growth.
Harry acknowledges that mistakes in hiring are inevitable but stresses the importance of addressing them quickly.
A poor hire can negatively impact the entire team’s morale and performance.
To avoid hiring mistakes, Studio Hawk has developed a clear rubric outlining the qualities they seek in candidates. They prioritize individuals who are passionate, supportive, and aligned with the agency’s values, rather than those with inflated egos.
Harry reflects on the importance of company culture, noting that it must be intentionally cultivated from the top down.
StudioHawk aims to attract individuals who are committed to personal and professional growth, rather than those seeking a party-centric environment.
This focus on culture has contributed to a positive reputation for the agency, with candidates consistently reporting favorable experiences.
Don’t believe us?
Here’s some proof of their team member reviews on their experience with the agency.
As Harry reflects on his nearly nine years of running StudioHawk, he identifies several key lessons.
One significant realization is the need to set aside ego and recognize the limitations of one’s role.
He recounts a pivotal moment when he transitioned from a CEO role to a more strategic founder position. By stepping back from day-to-day management, he was able to empower others within the organization to take on leadership roles, ultimately facilitating growth.
“I realized one of the biggest bottlenecks in the business was me. I don’t like people management, setting budgets, or going through KPIs. That’s the role of a CEO. So, I put my ego aside and realized there was a better person for this job. Since then, we’ve grown massively.”
The importance of having the right people in the right positions is ultimately what will make-or-break a great team.
He shares examples of team members who have risen through the ranks, highlighting the agency’s commitment to nurturing talent and providing opportunities for growth. This approach not only strengthens the organization but also fosters loyalty and dedication among employees.
Aim to:
Harry Sanders emphasizes the importance of adapting to challenges, refining team structures, managing cash flow, and cultivating a strong company culture.
By learning from his journey, other agency owners can gain practical strategies to overcome their own growing pains and achieve sustainable success in the agency world, 2025 and beyond.
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