What I learned trying to sell compliance tools to web agencies

3 weeks into validating a B2B SaaS for web agencies. Here's what actually moved the needle versus what I assumed would.

What I assumed:
Agencies would respond to "generate alt text faster." Faster = better, right?

What actually resonated:
"Reduce post-handoff liability before a client gets a demand letter."

Same product. Completely different buying conversation.

The reframe that changed everything:
Agencies don't buy efficiency tools easily. They buy risk shields when the risk feels real.

ADA lawsuits crossed 5,000 last year. 67% hit companies under $25M revenue. Most agency owners don't know this yet , but the ones who do respond completely differently to the pitch.

What I'm still figuring out:
Whether to reach agencies before they've felt the pain or after. Before is a harder sell. After is easier but you're competing with panic.

If you've sold compliance or risk tools to agencies - how did you time the conversation?