MPULL website submission for Impact Award Q1 2016

Daryn Smith

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At MPULL we implement designs on the HubSpot Website Platform every day. Unfortunately, we’re unable to claim any of this work as our own, because we do it on behalf of other agencies. This is one of our guiding values: you take the credit, not us.

It’s for this reason that we’re submitting our new MPULL.com website for the Q1 2016 Impact Awards, as this is something we’re proud of and can share with the world!

Our focus has evolved: We now grow agencies.

Before MPULL became an agency focused on growing other agencies, we served direct clients in South Africa. Our website needed to be updated to communicate our new positioning, and show people how we’ve grown.

We also needed to provide more credibility, as some of our leads could be worried about doing business with a company based right at the tip of Africa, and in all probability far, far away from them! (Being located in Cape Town actually has some major benefits for our partners: a central time zone, Western culture, a highly skilled workforce and English as a first language).

Since launching the website, we’ve gone from receiving two to three average leads a week, to two to three qualified leads a day. We’re not only getting requests to produce content and support agencies with inbound marketing tactics, but now have a steady flow of requests to support agencies that have sold growth-driven design retainers. So yeah, it’s working!

So, how did we use inbound marketing to get all of that right?

We wanted to showcase inbound best practice, and so we started by reviewing our personas and making sure they were still relevant. From those personas, we developed campaigns that dealt with all stages of the buying funnel, i.e. top, middle and bottom of funnel campaigns.

Once we knew the campaigns we were going to focus on, we then did specific keyword research for each campaign. This allowed us to build a sitemap based on this research which ensured our site ranked well (this is a far better approach than trying to fit keywords into a sitemap).

Lastly, we developed our progressive profiling strategy based off the personas, so that we can capture bits of information about our leads and classify them correctly. This helps us nurture them correctly when they convert.

Then our crack design team got involved. They have an aversion to stock photography (yuck!), so we had a photoshoot in the office. There was much Blue Steel, and we got some great shots out of it.

Design + Inbound Methodology = Impact

As good as they are at creating beautiful things, the design team also realises the benefits of following inbound best practice:

  • The primary call to action we wanted to promote was our pricing. We wanted to use this to qualify leads immediately, and to show that our pricing is really competitive (which allows agencies to make a decent margin by using our services).
  • The positioning of “inbound outsourced” passes the blink test.
  • There are three conversion paths on every page and blog post – a path for those ready to buy, a path for those doing research and a path for those perfect personas that don’t even know they need us yet.
  • Every page has social sharing buttons, to encourage sharing and to improve our social graph.
  • The footer of our website showcases our experience and continuous, real-time impact by providing statistics on the various elements of inbound marketing.

We’re proud of our website, and we’re proud of the fact that it shows that what we do works. We think we’ve made quite an impact – what do you think?   


Daryn Smith

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