Logistics · Strategy + Marketing websites
A marketing site that carries a category story – industrial logistics operator
A regional operator with decades of experience and a website that read like a brochure. We rebuilt the story around what shippers actually decide on, then shipped a site the marketing team runs itself.
The situation
Inbound led with equipment lists. Buyers were choosing on service reliability and exception handling – things the site never mentioned. Content lived in PDFs nobody updated.
The brief
Reframe the offer around buyer decisions, migrate fourteen legacy pages, and hand over a CMS the two-person marketing team can operate.
How we worked
Message work
Six buyer interviews and a competitor scan produced a message hierarchy: reliability, exceptions, visibility, coverage.
Architecture
Fourteen legacy pages became nine with explicit jobs; every page got a section contract and a primary action.
Build
A native block theme with structured content types for services, lanes and case records; performance budget agreed before design.
Handover
A working session plus documentation; the team shipped two new pages unaided in week one.
Deliverables
What shipped at the end.
- Positioning and message guide
- Site architecture and redirect map
- Editorial design system
- WordPress theme and content plugin
- QA report: routes, accessibility, performance
- CMS handover session
Artifacts
Material from the engagement.
What we would measure next
The numbers we would watch with the team.
We do not publish outcome claims. These are the measures we handed over with the work.
- quote requests per lane page
- scroll depth on service pages
- time-to-publish for new pages
- organic entries to lane pages
Material
More from the engagement.
Related reading
Notes connected to this work.
Positioning before pixels: the research pass most B2B redesigns skip
Most B2B redesigns fail before the first wireframe – because nobody agreed what the company is actually selling. Here is the research pass that fixes it.
Read article
Design tokens are an operations problem, not a CSS problem
Teams rarely fail at token syntax. They fail at naming, ownership and the quiet drift that starts the week after launch.
Read articleEngagement records describe objectives, decisions and deliverables. Client names, logos and outcome figures stay with the client.
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