Landing page · WordPress · 2024

MBTN — a full-cycle international consulting company

Українська консалтингова компанія, що позиціонує себе як інструмент комплексної трансформації бізнесу: одночасна перебудова маркетингу, продажів, управління, HR, фінансів і аналітики. Лендинг збирає в одному екрані 12 послуг, 11 іменних експертів і 80+ ніш — задаючи b2b-аудиторії меседж «або міняємо все, або не наш клієнт».

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MBTN (Maybutne Consulting) is a Ukrainian full-cycle international consulting company, founded as a partnership of six co-founders: a CEO, a COO, a CMO, and leading business consultants in sales, marketing, HR and finance. It works with business owners who want to move from one-off fixes to systemic transformation — a parallel upgrade of marketing, sales, management, HR, finance and analytics. The site states 250+ case studies, 24 experts on the team, 3,000+ consultations delivered, and experience across 80+ niches — from mineral fertilisers and LPG equipment to the beauty industry, IT and importing cars from the US. The design is a dark theme with a signature orange (#cf5500), heavy uppercase typography, and monochrome team photos in one consistent style in the hero.

Comprehensiveness as the core messaging — not one-off services, but simultaneous transformation of 9 functions

The first content block after the hero is a large 3D illustration of a bar chart next to a “Turbo scaling” block with nine items: audit all processes → decompose the business → optimise the management mechanism → build a sales department → build a marketing department → recruitment and HR processes → a quality-control department → roll out CRM/ERP/IP telephony/AI → set up transparent analytics. These aren’t “services”, they’re stages of one transformation project. The message is explicit: one-off help for a single function doesn’t work — either everything changes at once, or the client isn’t a fit for MBTN. This positioning filters lead generation hard (it screens out anyone who came to “tidy up one area”), but it works in favour of average deal size and repeat engagements — a client who goes through the whole programme doesn’t come back asking to “finish off” something.

The Comprehensiveness section — a 3D growth-chart illustration and the nine steps of Turbo scaling — The nine steps are condensed into a single list card with orange icon markers next to each item. Notably, CRM/ERP and AI stand as their own step (rather than hidden “boring” tech) — a signal to the client that digital infrastructure is part of the project scope, not billed as a separate contract. The “Learn more” CTA doesn’t lead to a form, it leads to the Telegram channel `t.me/mbtn_consulting` — a preference for a personal messenger over an email form in b2b consulting.

12 individual services — less a “vertical menu”, more “pick your starting point”

After the main “comprehensive” message comes a 4×3 grid of specific services: Full-cycle consulting project, Business relocation, Course production and launch, Building a sales department, Building a marketing department, Auditing all processes, Recruitment, Strategic session, Financial modelling, Grant acquisition, Business coaching, Training. Each card is an uppercase title and a circled arrow in the top-right corner, with no icon and no description. The first 6 are clickable (leading to sub-pages), the last 6 still have an empty href. This isn’t a defect — it’s a staged rollout: the company is testing the product catalogue and releasing pages as content becomes ready.

A 4×3 grid of 12 MBTN services — from a full-cycle project to training — A cell grid with thin dividers, no border radius — a typographic catalogue grid. Unlike competing consultancies that tuck their services into a header dropdown menu, here the entire product portfolio is shown on a single screen — removing the need to click, but forcing the client to choose among 12 options on their own. Next to each card is a disc arrow “↗” of the same radius as the hero CTA arrow next to “Maybutne — an international consulting company” — the same gesture marker visually tying the page’s hotspots together.

A case-study slider with niche and duration — not a coloured logo wall

Case studies are shown in a 3-card slick slider: a square project cover photo (a kitchen interior, black-and-white “FIT FOR FACE”, the fabric shop “Chervoni Vitryla”) + a “Project duration X months” badge in the bottom-left corner of the cover + an uppercase title. The description opens with three mandatory fields: Country (Uzbekistan, Ukraine, Poland), Duration (3 days — 8 months), Niche (a furniture factory, a face-massage salon chain, a curtain shop), then “Service” and “Delivered”. This isn’t a showcase portfolio grid — it’s a “project report” template, where every element is something a buyer needs to judge “is this our kind of case or not”.

A case-study slider — PROGRESS, FIT FOR FACE, Chervoni Vitryla, with duration and niche — A slick slider with 3 visible cards and dot pagination below. The duration badge with a clock icon in a frosted-glass tag on the photo is both an expectation-setter (1.5 months / 3 days / 8 months — a wide range that sets an implicit rule: “some tasks we do in days, some in quarters”) and social proof (showing actual time is a rare move on consulting sites, where everyone hides “how much it cost” and “how long it took”).

11 experts — each with 6-9 quantitative metrics and a list of competencies

The team is built not as a “logo-wall grid” but as 11 full profile cards. Each has an expert photo on a neutral background + name + role (Co-founder CEO / CMO / COO, sales business consultant, psychologist-coach, financial consultant, operations manager) + a 3×3 grid of quantitative metrics (“4 own businesses”, “12 years in sales”, “300+ sales-system audits”, “50+ strategic sessions delivered”, “25+ speaking engagements”) + a bulleted list of competencies + named credentials (“Speaker at BigMoney University and Unitalk.Club, business consultant at Diia.Business”). This is a format usually used in the LinkedIn profiles of senior executives, scaled up to a landing page with 11 experts. It’s clear the team invested in content production: Olena Kulyk has 1,600+ trainings delivered and 20+ programmes developed; Serhiy Tkachenko has 24+ years of practical finance experience.

The MBTN team — the 'Foundation of our company' section with a card for Co-founder CEO Vladyslava Pylypenko and her stats and competencies — A 3×3 stats grid with an orange accent colour for the numbers and a drop shadow on the expert’s photo, a black shirt against a light-grey background. Below is single-dot pagination, indicating a slick slider across 11 experts. A consulting audience buys not “the agency brand” but specific people who carry the expertise — which is why 6 of the 9 metrics are quantitative (X years / X+ projects / X+ hours), not qualitative. An IPS certification, membership of the International Association of Coaches (IPACT), and the School of Femininity for Olena Trybrat form a credential set that adds legitimacy in niches with no ISO or an equivalent “proper” certification.

Partners — the Ukrainian business establishment, not foreign tooling

The partners section is a slick logo slider with 5 visible and dot pagination. Among the partners: BigMoney University (Yevgen Chernyak’s business course), Gradual (a Ukrainian online learning-management platform), RUBICON (online courses and a business school), UniTalk (Ukrainian IP telephony for business), the Chamber of Commerce and Industry of Ukraine (a state business association), Diia.Business (a state consulting programme for small business run by the Ministry of Digital Transformation). These aren’t “vanity” logos in the style of “we’re known at Forbes” — this is the specific ecosystem the team operates in: Yevgen Chernyak’s courses for lead generation, the state’s Diia.Business for credibility, UniTalk IP telephony for embedding in the CRM they themselves set up for clients. The links show up in the team section too: 5 of 11 experts are “Speaker at BigMoney University”, 3 are “Speaker at Unitalk.Club”, 2 are “business consultant at Diia.Business”.

MBTN partners — BigMoney University, Gradual, RUBICON, UniTalk, the Chamber of Commerce and Industry of Ukraine, Diia.Business — A white tag under each logo on a dark background is the standard treatment for a logo strip, but interestingly the BigMoney logo is left on the black background with no tag (inverted) — either a stylistic choice, or a constraint from BigMoney’s own brand guidelines, which don’t allow its logo on a light surface. The block’s CTA, “Want to become our partner? — Book a meeting”, leads to the same contact #form anchor as the hero button “I want growth” — the partner funnel and the client funnel both flow into one lead form (one form, but different UTM tags to tell them apart).

Technical implementation — stack, tools, infrastructure

Slick Carousel — case studies, experts, partners and niches: all four horizontal strips are built with a slick slider (visible from the slick-initialized slick-slider classes).
A custom design with no off-the-shelf builder — the page has no Elementor, no WPBakery, no Bricks: classes like main-wrap, services-wrap, cases-wrap are hand-built markup, with BEM semantics kept consistent throughout (main-wrap__image, main-bg, cases-wrap).
SVG background illustrations — the hero and the form (main-bg, form-bg) carry decorative SVG layers with gradients and shapes, creating an “atmospheric” dark theme with orange glints from the right side.
A pin-free map — the “Map” section (between the team and the partners) shows a world map with orange-filled countries but no active pins. This is either groundwork for a future “where we already work” feature, or purely decorative content with no interactivity.
A contact form — 3 fields + Submit — the shortest possible form (name, phone with a mask +38(0__)-___-__-__, company name), no email, no comment, no CAPTCHA checkbox. This is a low-friction form for a sales-department callback, where additional fields get filled in by a live manager.
Phone masks via JS — the phone input has a placeholder mask +38(0__)-___-__-__, a typical implementation via jquery.maskedinput or inputmask.
Telegram as the main b2b channel — the “Learn more” and “Consultation” buttons lead to t.me/mbtn_consulting, not to an email or a Zoom link. For Ukrainian b2b consulting, Telegram is a more working messenger than WhatsApp or email.
Four social networks in the footer — Instagram, Telegram, Viber, Facebook (an orange accent on hover icons). Viber here isn’t redundant, it’s a specific channel for Ukrainian business owners over 40 who aren’t on Telegram.
Working hours in the footer — a rare element for online services: “MON TUE WED THU FRI SAT SUN, from 09:00 to 21:00”, with every day marked as a working day. This signals that the sales department genuinely works weekends too, an important factor for high-ticket b2b consulting.

Summary

MBTN is a Ukrainian b2b consulting case study where the landing page sells not “the agency brand” and not “technology”, but a concrete product catalogue of 12 services and 11 named experts who carry the expertise. The content architecture is built around one strict message — “comprehensive transformation, not one-off services” — and that message is held consistently from the hero (a 3D growth chart + nine steps) to the very last block (a 3-field contact form for a callback). Technically, it’s a custom WP build with 4 slick sliders across four different content types (case studies, experts, partners, niches), custom SVG backgrounds for the dark-theme atmosphere, and Telegram as the primary b2b channel. The partner ecosystem — the Ukrainian business establishment (BigMoney University, Diia.Business, the Chamber of Commerce and Industry of Ukraine, UniTalk) — sets not just social proof, but a specific context segment: we work where BigMoney works, we’re recognised by the Ministry of Digital Transformation, we’re built into the UniTalk telephony we ourselves set up for clients.