Discipline and sector together are what qualified clients type. An agency that says which industries it knows attracts fewer enquiries and far better ones, which is the trade every agency claims to want and few make.
The generic term brings volume with no money behind it. Ranking for the broadest phrase in a city fills the inbox with projects that cannot pay for the team, and each one costs a proposal to decline politely.
Clients search the process before they shortlist: how agencies charge, what a pitch involves, what a retainer includes. Answering those questions puts the agency in the consideration set before any list is drawn up.
Specific expertise comes up under its own name. A platform, a channel or a certification comes from somebody who already knows what they need, and those pages compete against almost nobody.