Leading 4PL Provider Elevates Their Brand on HubSpot CMS Enterprise
Redwood Logistics also uses HubSpot's CRM platform to connect their data.
OVERVIEW Modernizing a digital presence for an improved user experience
Founded in 2001, Redwood Logistics has seen impressive growth over the years, becoming one of the 4PL industry leaders in logistics execution, and supply chain management. Fourth-party logistics (4PL) is a business model where a company outsources its supply chain management to an external organization, also known as a 4PL provider or lead logistics provider (LLP). 4PLs take on a higher level of supply chain management than third-party logistics (3PL) providers, which focus on specific tasks like shipping, warehousing, and order fulfillment. Instead, 4PLs oversee the entire supply chain process.
By leading with a tech forward approach, Redwood was able to provide solutions to companies with a disparate tech stack and siloed information. By serving clients through advanced technical integrations and infrastructure, they were able to set themselves apart from the crowd. But their website needed to showcase the same industry leading, tech forward approach they’ve come to be known for.
CHALLENGE Design & develop a scalable website for the future
Redwood came to us in need of a total website redesign and re-platform. The site was over five years old and had been cobbled and bolted onto over the years on the WordPress platform. This resulted in a scattered user experience, tons of plugins that required constant updating (some that were not even in use anymore), and a very cumbersome overall management experience. Not to mention the ongoing maintenance needed to avoid various security risks that come with an out of date platform.
Additionally, the site needed to elevate the aesthetic to be more modern and tech forward. Conversion paths needed to be optimized and trackable, as there was almost no visibility into the conversion rate of the site. Leads were not being segmented properly and the team had no insight into the customer journey.
Furthermore, the site did not have a strong organic presence aside from branded search. The client needed a targeted pillar strategy and stronger technical optimization to support their organic search efforts and start challenging some of their top competitors for primary pillar services.
Old website homepage
GOALS Opportunity for organizational change
- Provide a dynamic user experience with custom graphics and animations.
- Integrate with existing software stack
- Full strategic site redesign
- SEO audit and pillar topic strategy
- Develop for maximum usability for the marketing team
- Build a content on demand member portal
- Custom reporting & performance dashboard
- Team training and change management
SOLUTIONS Strategic replatform and go to market
Buyer Journeys and Persona Development
We started by carefully considering Redwood's various audience demographics and the entirety of the customer's journey toward improving their logistics processes, which includes shippers, carriers and partners. While some persona's were traditional clients like shippers, we had other dynamics with internal talent acquisition of carriers, and a hybrid in partners that were a source of revenue, but not in the traditional client sense. Understanding what each persona struggled with, found value in, and took into consideration while making decisions, we were able to craft a unique user experience and meaningful messaging that resonated with each segment.
Dynamic Design for Improved User Experience
Presenting an engaging website experience was a primary focus of the redesign project. The goal was two fold: Differentiate Redwood from their competitors with a modern, tech forward aesthetic, and increase engagement with website visitors. To support the first, we aligned closely with the internal marketing team to align of brand integrity and continuity. Then incorporated those guidelines throughout the design as we converted the old dark theme to a more modern, and clean light aesthetic. To address the second goal, we developed custom animations and graphics that directed the users attention to high value areas on the page. By implementing specific conversion paths, we were able to target increase time on page and pages per session by guiding the user through the website instead of leaving it up to them to find their own adventure.
New website homepage
INCLUSIONS Additional project support toward goals
Search Engine Optimization
Our approach to boosting Redwood's online presence began with a thorough keyword analysis to ensure discoverability by their target audience. We refined their site architecture, improved URL structures, and optimized redirect mappings for a smoother user and search engine experience. Leveraging Google Search Console, we set a solid tracking foundation, ready for future enhancements. We focused on metadata and schema markup for clear communication with search engines, ensuring the site stands out. After launch, we monitored and correct any redirect issues, maintaining the site's performance. With an immediate boost in health metrics from moving to to HubSpot, we were able to improve their core web vitals which helped support their optimization even more.
Salesforce Integration
“Putting your clients at the heart of everything you do is the key to success. Understanding them from a human perspective allows you to be genuine in your approach to serving them. Strategically tailoring your user experience to support that commitment is a win/win situation that pays dividends on both ends of the relationship.”