2024 TMSA Trailblazer Award: Bennett Family of Companies - Website
ELEVATOR PITCH:
Bennett’s corporate website (www.bennettig.com) was in need of a refresh, since its launch in 2013. Built on a paid WordPress theme that wasn’t responsive, its design was tired, its backend was deprecated PHP and it didn’t reflect the dynamic nature of the company that has tripled in size since then. Our new website is a video heavy platform that we showcase 14 different operating companies and a diverse array of specialized trucking and logistics services upon. It provides branding support to over 400 independent freight agents who are out in the marketplace selling services under the Bennett umbrella. The site is now completely mobile friendly, delivering a 110% increase in traffic from mobile devices. We have received positive feedback from customers, truck drivers and agents on the compelling presentation of the content, and how it sets us apart in the marketplace.
MEASURABLE RESULTS AND OBJECTIVES ACHIEVEMENT:
Our goals with the new website were to use modern story telling methods through video to increase engagement and differentiate our brand based on our core values including family culture, spiritual commitment and patriotism. After a year of development in collaboration with an outside provider (Harbinger Marketing), our search traffic is up 17%, engagement is up 15%, and we have experienced a 47% increase in business leads in the first three months! Because Bennett offers a broad array of services in seemingly unrelated industries, we have validated a strong lead funnel in for diverse areas such as manufactured housing transport, International freight forwarding, super heavy haul, oilfield transport and more. Much of this success is due to detailed SEO research and implementation. The new templates are lightweight with image and video optimization that are Google-algorithm friendly.
BLAZING A TRAIL:
Between 37 video loops on our main pages and 17 3-5 minute lander videos, the Bennett Family of Companies now has a comprehensive presentation of the people behind the services. The brand’s differentiation mainly surrounds being woman-owned, family operated, with strong core values and responsive service, not price – so the website’s premium feel backs up that positioning. Using compelling, beautiful videos of trucks and logistics captivate the casual viewer, while helping to hone-in industry pros on exactly the services we offer.
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