typecode.com
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Type/Code: The $4M Stroopwafel Agency
How a boutique NYC agency built a cult following with 24 people and a weirdly effective brand.
Most agencies fight for scraps in a crowded market, but Type/Code has quietly built a $4.1M business doing something counterintuitive: they stopped chasing scale and started chasing obsession. Their secret weapon isn't just code—it's a Dutch cookie.
"They don't sell websites. They sell stroopwafels™—and that distinction is worth millions."
The 24-Person Powerhouse
With just 24 employees, Type/Code generates $170K in revenue per person—far above the industry average for digital agencies. Their small, senior-heavy team structure (Design Director, Technical Director, Creative Director) suggests they're not outsourcing execution, which explains their premium positioning and high client retention.
The Traffic Paradox
Here's the anomaly: 80% of their traffic comes from 'undefined' sources, with only 25% from organic search. This screams direct traffic—clients typing 'typecode.com' into their browser. For a 24-person agency, that's not just brand awareness; it's proof of word-of-mouth velocity. They're not ranking for 'web design NYC'—they're the agency you find through referrals.
Their keyword data reveals a fascinating story. They rank for 'A24 membership' (2,150 monthly volume) and 'A24 shop' (17,410 volume)—not because they built those sites, but because their blog content about designing for privacy and creative work resonates with the film studio's audience. They're not chasing commercial keywords; they're building authority in niche creative communities.
- Tech stack is pragmatic, not trendy: jQuery and Bootstrap still power their site, proving they ship what works, not what's fashionable
- AWS + S3 + Varnish = infrastructure built for speed and scale, even if the frontend looks simple
- Their 'Strategy, design, development, and stroopwafels™' headline isn't a gimmick—it's a positioning masterstroke
The Stroopwafel Strategy Wins
In a world of generic agencies, Type/Code proves that specificity—whether it's a Dutch cookie or a niche blog post—is the ultimate growth hack. Their $4.1M isn't from volume; it's from being unforgettable.
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Type/Code | Strategy, Design, & Development
Type/Code is a New York-based digital agency that designs and builds products, websites, apps, experiences, brands, and more. We collaborate with ambitious clients to bring powerful ideas to life. We find clever solutions to hard problems. We strive to make things beautiful, intuitive, functional, and effective.
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About typecode.com
Type/Code is a New York-based digital agency that designs and builds products, websites, apps, experiences, brands, and more. We collaborate with ambitious clients to bring powerful ideas to life. We find clever solutions to hard problems. We strive to make things beautiful, intuitive, functional, and effective.
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Technology Stack
typecode.com uses 9 technologies across their website including Mapbox, HSTS, Varnish, and more.
Maps
Mapbox
Security
HSTS
Caching
Varnish
Cloud & Hosting
Amazon S3, Amazon Web Services
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Web Standards
Open Graph
Traffic & Audience
typecode.com receives approximately 4.5K monthly visitors and ranks #4,008,923 globally. The website has a bounce rate of 46% with visitors viewing an average of 1.8 pages per visit. Users spend an average of 0:27 on the site.
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