Strategy and Search Planning for a Multi-Service Freight Company
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, search planning and analytics rather than the full build. That work covered how the service lines should be structured and prioritized for a visitor with a single shipping need, what the site's primary conversion action should be - a freight quote request - and how search visibility should be approached for a company selling nationally rather than into a local service area. That last point changes the approach considerably compared with the contractor work elsewhere in this portfolio, where local search does most of the work.
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.
National Search Planning
Search approach built for a company selling nationwide rather than a local service-area business.
Analytics & Measurement
Measurement set up so marketing effort can follow the service lines that actually attract interest.