Structuring Six Service Lines So Shippers Find the Right One
Lightning Logistics is a transportation and freight company offering small package, LTL, truckload, air, ocean and expedited shipping through a nationwide carrier network. With that many service lines, the central website question is organizational: how does a shipper arriving with one specific need find the right service quickly without reading through all six?
ShareDev's role on this project was website strategy, analytics and hosting rather than the full build. That work covered how the six service lines should be structured and prioritized for a visitor arriving with a single shipping need, and what the site's primary conversion action should be - a freight quote request, rather than six competing calls to action.
Analytics was put in place so the business can see which service lines actually attract interest. That matters more here than on a single-service site: a freight company's marketing effort should follow the shipping types that are converting, and that is only visible with measurement in place first.
What We Built
Service-Line Information Architecture
A structure for six freight services so a shipper with one need is not made to read about the other five.
One Clear Conversion Path
A single primary action across six service lines - a freight quote request - instead of each service competing for the same visitor.
Analytics & Measurement
Measurement set up so marketing effort can follow the service lines that actually attract interest.