Freightright
Freight and warehousing solutions for customers across Australia, on a custom CMS built around how they actually work.
The
Challenge.
Freightright move freight Australia wide by road, rail, air and sea, and they sell something genuinely hard to put on a website. The service is not a product with a price. It is capacity, coverage and the confidence that a pallet turns up when it is supposed to.
The old site read like a brochure for a company that did a bit of everything, which undersold both the breadth of the network and the online despatch platform that is the real differentiator. A prospective customer could not tell in thirty seconds whether Freightright could handle their particular run.
A service that resists a price list.
Freight is quoted, not bought off a shelf. The site had to build enough confidence to earn an enquiry without ever showing a number.
Four modes, one message.
Road, rail, air and sea each have different customers and constraints, and flattening them into "logistics solutions" told nobody anything useful.
The platform was buried.
The online despatch system is the thing that keeps customers, and it was barely visible on a site that treated it as a footnote.
Our
Approach.
We led with the thing that is actually reassuring: the network. Road, rail, air and sea set out as four distinct capabilities, so a prospect can see within seconds whether their freight is something Freightright handles routinely.
The despatch platform was pulled forward and given proper room. For a repeat commercial customer it is the difference between a supplier and a system they are embedded in, and it deserved to be a headline rather than a feature bullet.
The rest was about reducing friction on the enquiry. Freight enquiries carry a lot of detail, and the faster someone can describe a run and get a human response, the more of them convert.
Lead with the network.
Road, rail, air and sea as four clear capabilities rather than one vague promise, so prospects can self-qualify immediately.
Put the platform front and centre.
The online despatch system treated as a reason to choose Freightright, not as a feature listed near the bottom.
Reassure on the thing that matters.
Reliability and predictability carried through the copy, because that is what freight customers are actually buying.
Make enquiring easy.
A quoting path that takes the detail a freight enquiry needs without turning it into a chore.
The
Results.
The site now does the job the old one could not: it explains the breadth of the network quickly, and it gives the despatch platform the prominence it earns.
Freightright is a recent rebuild and it does not yet have a Search Console history worth quoting, so we are not going to put a number on it here. What we can say is that the site now reflects the business accurately, which the previous one did not.
The network reads clearly.
Four transport modes set out so a prospect can tell straight away whether their freight is a fit.
The platform is visible.
The online despatch system now sits where repeat commercial customers will actually see it.
A site that matches the business.
Positioning that reflects a national freight operator rather than a general logistics brochure.
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