Guide ยท Websites
The logistics website checklist: 21 things that win enquiries
A logistics website wins enquiries when it passes three tests: a shipper can tell within seconds exactly what you move and where, can request a quote in under a minute from any page, and sees proof that you respond fast and deliver. This 21 point checklist covers trust, conversion and the technical layer. Most forwarder sites pass fewer than 10.
Trust: can a shipper believe you in 30 seconds?
- Headline says what you move and where, not welcome to our website.
- Real services and lanes listed specifically, not generic logistics solutions.
- Client names, logos or testimonials with real names and roles.
- At least one case study with numbers: transit time, volume, saved cost.
- Real team faces and names, not stock photos of containers at sunset.
- Licences, memberships and certifications shown where relevant.
- A physical address and a phone number that gets answered.
Conversion: can interest become an enquiry in under a minute?
- Quote request visible without scrolling on every page.
- Quote form asks only what you need to respond: lane, cargo, contact. Six fields maximum.
- WhatsApp button for markets where shippers live on WhatsApp.
- A response time promise stated and kept: we reply within two hours.
- One clear next step per page, not five competing buttons.
- Enquiries land in a CRM with a source, never in one personal inbox.
- Out of hours enquiries get an instant acknowledgment, ideally from an AI agent that starts the qualification.
Technical: does the machine layer help or hurt?
- Loads in under three seconds on a phone on 4G.
- Every service and major lane has its own page with its own title.
- Titles and descriptions written for searches shippers actually make.
- Organization, Service and FAQ schema in place so search and AI engines can read you.
- A sitemap submitted to Google Search Console and Bing Webmaster Tools.
- Analytics that show where enquiries come from, not just visit counts.
- An llms.txt file and answer first page blocks, so AI assistants can cite you accurately.
Score it: one point each. Under 10 means your marketing budget is leaking before it converts. 15 plus and traffic spent on this site pays back.
The order to fix things
Fix conversion first, points 8 to 14, because every existing visitor starts converting better immediately. Then trust, then the technical layer. A beautiful redesign that skips the quote form placement and response promise is decoration, not growth.
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Specificity and speed. State exactly what you move and where, put a short quote form on every page, promise and keep a response time, and show proof with real client names and numbers. Most forwarder sites fail on form placement and response speed, not design.
Six or fewer: lane, cargo type, rough volume and contact details. Every extra field drops completion. Qualify the rest in the first response, ideally within minutes via automation.
Yes. Organization, Service and FAQ schema help Google show rich results and help AI assistants cite you accurately when shippers ask for forwarders. It is one of the cheapest visibility upgrades a logistics site can make.
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