The challenges
What makes growth hard in logistics.
- 01
Services are hard to tell apart, and buyers reduce the decision to rate per shipment.
- 02
Freight marketplaces and digital forwarders have taken the top of search results for generic terms.
- 03
Enterprise contracts are won through tenders and relationships that marketing rarely gets credit for.
- 04
Quote requests arrive incomplete, so the first response is a list of questions instead of a price.
Search behaviour
How buyers search and decide.
Shippers look for providers by route, mode, cargo type and capability. Decisions rest on reliability and responsiveness, and quotes are requested from several providers at once.
Demand generation
Where demand comes from.
Logistics demand is specific. Shippers search by lane, mode, cargo type and compliance requirement: temperature-controlled, hazardous, oversized, bonded. Pages that match those specifics capture intent that a general services page never will. Paid search is efficient for narrow, high-intent terms and wasteful on broad ones. Larger accounts are influenced over time through LinkedIn, trade media and the experience of smaller shipments, so the programme has to serve both the quick quote and the long tender.
Content needs
What logistics buyers expect to find.
- Lane and route pages with transit times, frequency and modes
- Service pages by cargo type and handling requirement
- Industry pages showing an understanding of each sector's supply chain
- Compliance, licences, insurance and safety information
- Tracking, documentation and customs guidance that customers return to
Each of these is written or reviewed by someone who knows the subject. AI speeds up research and drafting. It does not decide what is accurate.
Conversion challenges
Where interest is lost before it becomes business.
- 01
The quote form
Origin, destination, cargo details and dates, asked in a structured way, allow a priced response the first time.
- 02
Speed of acknowledgement
Shippers ask several providers at once. An immediate acknowledgement with a realistic response time keeps you in consideration.
- 03
Spot enquiry to account
A single shipment is an audition. Follow-up should aim at the regular lane, not just the next quote.
The SERPMOZ approach
Three priorities for logistics.
- 01
Service and lane pages
Specific pages for the routes, modes and industries you serve best.
- 02
Quote journey
Fast, structured quote requests with immediate acknowledgement.
- 03
B2B authority
LinkedIn and trade press presence that supports enterprise sales.
Relevant services
Typically involved.
- SEOTechnical, content and authority work prioritised by commercial value and measured against pipeline.
- Google AdsSearch, Shopping, Performance Max and YouTube run against qualified leads and margin.
- LinkedIn AdsAccount and role targeting with reporting on pipeline, for considered B2B sales.
- Lead GenerationCampaigns, offers, pages and qualification designed around sales-accepted leads.
- Marketing AutomationCRM, lead routing, email and WhatsApp journeys, and AI agents that qualify and nurture.
- Content MarketingStrategy, expert-led production and original research that earns rankings and citations.
In practice
The kind of work this leads to.
Examples of what we would build for a logistics business. They describe work, not outcomes. What is right for you is decided after the diagnostic.
- 01
A set of lane pages for the company's strongest routes, each with real operational detail supplied by the operations team.
- 02
A structured quote journey with conditional questions by mode and cargo type, connected to the CRM.
- 03
A LinkedIn programme aimed at supply chain and procurement roles in the sectors the company already serves well.
What we measure in logistics
Outcomes we plan around
- 01Qualified quote requests
- 02Quote-to-contract rate
- 03Visibility by lane and service
- 04Response time
Targets are set after the diagnostic, against your own baseline.
Start with a growth audit
Stop Buying Marketing Activity.Start Building a Growth Engine.
Tell us where you are today, where you want to go and what is holding growth back. We’ll identify the highest-impact opportunities.
What happens next
- 1
You tell us where you are
A short form about the business, its goals and what is holding growth back.
- 2
A strategist reviews it
Search, AI visibility, paid media, content and conversion, read together.
- 3
You get the priorities
The highest-impact opportunities, in order, with the reasoning shown.
No obligation, and no guaranteed outcomes promised. Just an honest read of where you stand.