The Carrier Logistics (CLI) founders had retired, and the new leadership wanted the website to reflect a modern brand. The company’s website hadn’t been refreshed in a long time. The updated website needed to rebrand Carrier Logistics as an innovative transportation management software company.
Both user experience on the site and SEO needed improvements. CLI also wanted to humanize its brand.
The company message needed to be clarified. CLI needed to highlight that they develop and sell transportation management software.
TSL Marketing developed a launchpad website as part of the digital marketing plan for CLI. To get moving in the right direction, TSL had a day-long meeting with the CLI team. During the meeting, the teams collaborated to figure out the value prop and industry keywords that the company wanted to rank for.
TSL started by updating the look and feel of the website. We used images that show the user interface for the transportation management platform. We created some new conversion paths by placing two CTAs above the fold on the Home Page, including a request for a demo CTA.
We updated the navigation to make it simple and more user-friendly. The top-level navigation was made clearer by emphasizing the CLI focus on transportation management software, and the menu was streamlined. More internal links were created to help users get from place to place.
To humanize CLI, hero images were changed to those that include people. The new website shares more case studies and testimonials to show that CLI is recognized, known, and trusted.
SEO produced gains in visibility/user engagement 6 months over 6 months:
CLICKS ROSE 121%
IMPRESSIONS INCREASED 154%
SEO raised the ranking of industry keywords:
627 MORE KEYWORDS RANKED IN GOOGLE’S TOP 100 ORGANIC SEARCH RESULTS
185% INCREASE IN NUMBER OF KEYWORDS IN GOOGLE’S TOP 100
Traffic cost for keywords increased:
145% INCREASE IN TRAFFIC COST
ESTIMATED PRICE OF ORGANIC KEYWORDS IN GOOGLE ADWORDS REACHED $437
Through a partnership with TSL, CLI was able to improve the user experience on its website. Now the website is optimized for mobile and responsive. The site navigation is organized, so users can get where they want to go on the site.
CLI conveys its brand message more clearly. Now the website is receiving more visitors, and the right visitors are finding the site. The company is also able to see which pages are performing best.
TSL and CLI have an agile engagement, so our relationship is ongoing. Through a process of continuous improvement, TSL will help CLI achieve additional goals from the company’s wish list.
Carrier Logistics has over 40 years of experience in the freight transportation and logistics industry. CLI is an established company with a wide customer base and long track record of customer satisfaction.
The company’s flagship product FACTS™ helps transportation companies integrate carrier management and freight broker operations. FACTS™ is an out-of-the-box solution that can be customized to meet the needs of your company. CLI focuses on tailoring its modules for individual customers.
Since our founding 20 years ago as Technology Sales Leads, we have provided sales and marketing services for the information technology industry. From list building and acquisition to inbound and outbound lead generation, the world's top technology companies trust TSL to help plan, develop, and manage their sales and marketing efforts.