Kevin Geary is a smart guy, and his arguments against Website as a Service (WaaS) come from a place of deep, real-world experience. 

He’s sharing what he’s seen in the trenches. And he raises some incredibly valid points.

But here’s the thing about any business model: it’s rarely a one-size-fits-all solution. So while Kevin’s arguments against WaaS are strong, there’s another side to the story—a more balanced, nuanced view that I think he’d even nod along to. 

Let's walk through his points, one by one, and find some common ground.

WaaS problem #1: "It’s too easy to buy."

Kevin argues that frictionless sales can be bad, leading to clients who aren’t fully committed. 

He's right, a website is a significant business asset. But the low-friction entry point isn't about skipping due diligence; it's about shifting the relationship's focus. 

The initial purchase is a "test drive," allowing the client to experience the value and build trust over time. The real test of an agency isn't in how hard it is to sell, but in how well they deliver, month after month.

WaaS problem #2: "Generic packages, rather than the client’s goals, define the deliverables."

A purely generic offering is a problem. But the best WaaS models don’t operate that way. Smart agencies use their packages as a baseline, a predictable foundation that makes them more efficient. 

This efficiency frees up resources to act as a true consultant, focusing on the strategic customizations that matter to the client's goals. 

The package isn't a limitation; it's a starting point for a professional, goal-oriented partnership.

WaaS problem #3: "You’re probably getting a templated site."

Kevin is spot on—you can’t get a full custom build for a small monthly fee. But a template isn’t an artistic limitation; it’s a canvas. 

A talented designer and a great copywriter can take a well-made template and turn it into something entirely unique. The template simply takes the heavy lifting of the core architecture off the table so the agency can focus on the stuff that creates real emotional connection and value: the content, the brand story, and the messaging.

WaaS problem #4: "Can the site adapt and keep up?"

This is a powerful argument. A templated site could fall short when a business needs a custom feature. 

However, a good WaaS model has this covered. It’s built on a flexible platform with a clear process for handling custom requests, which might involve a one-time fee or a plan upgrade. 

The WaaS model isn't a dead end. It’s an evolving partnership with clear paths for growth, anticipating that the client's needs will change over time.

WaaS problem #5: "It creates big cashflow problems in the early stages."

This is an undeniable business challenge for agencies. WaaS isn't for everyone. 

A project-based model is almost always the smarter move for a brand new agency with no recurring revenue. WaaS is a strategic choice for a seasoned agency looking to build a long-term asset and a more predictable business. It's more of a marathon than a sprint.

WaaS problem #6: "The math is sketchy on a single-project basis."

Kevin's math on a single project is sound. 

But the best WaaS agencies don't see it as a single project. The math works because the relationship is ongoing. 

When the client is ready for a website refresh, the WaaS agency already has a relationship with them. They're already the trusted advisor. 

The next sale is simply a natural extension of the partnership, not a brand new, cold conversation.

WaaS problem #7: "WaaS is often a crutch."

This is a very real point. Some agencies use WaaS because they are uncomfortable with sales. But WaaS itself isn't a crutch; it's a powerful tool that can be used as one. 

A good agency uses WaaS to help clients who genuinely can’t afford a huge upfront cost but desperately need a professional web presence. 

It’s about understanding the client’s financial needs and guiding them to the right solution for their business. It’s about long-term value, not just an easy sale.

WaaS problem #8: "WaaS forces you to choose a tight niche."

Kevin’s final point is a great one. He believes WaaS limits agencies to a tight niche, which can kill creativity. 

But here’s the key distinction: niching down and being a factory are not the same thing. 

For many creative types, a niche allows for deeper expertise and more meaningful problem-solving within a specific set of constraints. 

It’s not about doing the same boring work forever; it’s about becoming a master of your craft.

Conclusion?

At the end of the day, Kevin is right about one thing: WaaS isn't for every agency, and it’s not the right fit for every client. 

It’s not about which model is "best," but about finding the right fit for the right client and the right agency. WaaS is undeniably a fantastic option for clients who need a professional online presence but can’t afford a massive initial investment.