- Industry
- Media & Advertising
- Date
- April 2025
- Duration
- 2 weeks
- Read time
- ~3 min
- Services
- Web DesignWordPress DevelopmentContent Architecture
Mediapool is a Lagos-based media buying and planning agency with over a decade of campaign work for major Nigerian brands including Renmoney, Zedvance, CrusaderSterling Pensions, and Mixta Africa. Their existing site was dated, slow, and didn't do justice to the caliber of the work they were shipping for clients.
This was a fresh build, not a redesign. I architected the site around the agency's campaign portfolio, with a campaign-first content structure that puts client work front and center and makes the case for Mediapool's expertise before a single word of marketing copy is read.
Campaign-first, not services-first
The typical agency site leads with services and buries the portfolio three sections down. Mediapool's homepage opens with the client roster, immediately followed by a campaign grid that visitors can filter by client and medium. Services get a single clean section further down, treated as support material rather than the main event.
For a media agency whose entire value proposition is making other brands look good online, the proof of competence is the work itself. Burying the work behind marketing copy would be fighting against the very thing the site is trying to sell.
Campaign case studies
Each campaign gets its own dedicated detail page. Renmoney, Zedvance, CrusaderSterling Pensions, Mixta Africa. Every page is structured the same way: the brief, the medium, the execution, the outcome. Prospects land on a campaign that matches their industry and immediately see how Mediapool thinks.
A custom post type means the agency can publish a new campaign case study without involving a developer. The campaign automatically appears on the works index, gets its own URL for sharing, and inherits the structured data needed to rank for long-tail queries like Renmoney media campaign Lagos.
Performance budget at 800KB
The hero uses an animated logo carousel instead of a heavy hero video. All campaign imagery is served as WebP via Cloudflare. The page weight budget was capped at 800KB on initial load, with the rest lazy-loading as the visitor scrolls.
Post-launch, the site scored 93 on PageSpeed desktop and 77 on mobile. Up from 31 and 24 respectively on the legacy site.
SEO for long-tail queries
Individual campaign pages are structured to rank for long-tail queries like "Renmoney media campaign Lagos". Each campaign gets its own dedicated detail page with structured data for the brand, medium, and outcomes.
Four weeks to launch
Week one was content architecture. Weeks two and three were the homepage and template build. Week four was the campaign detail page template plus performance optimization. Within two months of launch they had added eleven new campaign entries without any development work.
Measurable outcomes
The campaign portfolio isn't just a section on the site, it's the structural backbone. Joel understood that from day one and built the entire architecture around it.
Mayowa Oduntan — UX Designer (thisismayor.webflow.io)
The proof of competence is the work itself. Any site structure that buries the work behind marketing copy is fighting against the very thing it's trying to sell.
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