Pushpay: Building a Website That Influenced 50% of Company MRR
Over two years, I transformed Pushpay's web presence from a static site into a data-driven growth engine; influencing 50% of company MRR from web leads while growing organic MQLs 133% year-over-year and reducing critical site errors by 99.5%.
The Problem
600 Critical Site Errors and No Measurement Plan
When I joined Pushpay, the web presence had significant technical debt. SEMrush reported over 600 critical site errors. The content strategy lacked keyword focus. The website wasn't effectively converting visitors into product tours or demo requests.
Pushpay also served two distinct markets: evangelical and Catholic churches. The existing site treated them as one audience, missing conversion opportunities at every stage.
The Hypothesis
Fix the Foundation First, Then Build the Funnel
The Outcome
The Website Became the Pipeline
Web leads influenced 50% of total MRR in CY2023. Organic MQLs grew 133% year-over-year. Blog subscriptions increased 400%, product tours 28%, and demo requests 9.4%. Enterprise client conversions jumped 300%. The technical foundation I built, from error remediation to persona frameworks to analytics, continued driving results after my tenure.
ReFLECTION
This is the project I'm proudest of because it shows what happens when you treat the website as a product, not a brochure. Every improvement compounded: the technical cleanup enabled the SEO gains, which drove the traffic, which converted through the persona-specific journeys. The 50% MRR number wasn't one initiative, it was the cumulative effect of systems working together.