BGI Worldwide Logistics, Inc.
BGI Worldwide Logistics is a one-stop supply chain resource and logistics company delivering ocean, air, truck and rail shipping services with an emphasis on personalized service and commitment. Headquartered in Long Beach CA and established in 1999, BGI has grown to four locations and thirty employees. Founders Bruce Robertson and Gabriel Shweiri sought out Enthusiast for a website overhaul. They both are technically savvy and have a great understanding and appreciation of the power of a strong online presence combined with good content. Their current site faced these challenges.
Look & Feel
While there is a lot to know about shipping, exporting and importing via land, sea and air, BGI’s website was burdened with too much text. The people behind BGI are motivated and dynamic; their website looked tired, lacking engaging imagery to help tell their story.
Sometimes, when you’re too close to a subject matter that's very important to you, you can ramble without being succinct. And in the case of BGI, their previous web site suffered from unfocused content. They needed to make their content--particularly their services pages--scannable so that prospective clients could quickly read their content, and take action.
There were nearly 50 landing pages regarding services on BGI’s website. But pages had duplicate content , and over time, sub-pages were added to the navigation, making lots of information pretty hard to find. Not to mention that site was built on an inflexible platform, that didn't translate well to smart phones and tablets.
Despite their outdated website, BGI Worldwide Logistics is extremely tech savvy in their internal operations as well as their knowledge of SEO and use of AdWords. They knew what they should be doing to modernize and optimize their online presence, but who had the time to deal with it?
Look & Feel: A Design That Delivers
Excuse the pun, but when your business is worldwide logistics, your website had better deliver. The world is a big place, right? Our design team sought to give the new website a vast feel by utilizing a wide page format, a huge home page slider with marketing messages, and big dramatic landing page header images. The right sidebar prominently displays reviews from BGI clients.
Content: K.I.S.S. “Keep it Shorter & Simple”
BGI’s leadership was well aware their content needed an overhaul to remove repetition and engage a larger audience; they asked Enthusiast for help. We approached the rewrite from an average person's perspective - not a logistics expert - in order for the descriptions to be more easily comprehended. Now, the content describes BGI’s services, and educates the user on industry basics and requirements. As always, content is managed by Enthusiast’s easy to use CMS. BGI has the power to change images, edit text, and add news and blog articles.
Functionality: Navigation With a Destination
Enthusiast met with BGI’s management team to get the lowdown on prospect and client behavior. We needed to fully understand what had to be at their fingertips when navigating the new BGI website. The majority of inquiries happen because of an immediate commercial shipping need; time is of the essence. It all begins with choosing domestic or international shipping, and then we drilled down from there. Along the way, there is always a call to action on every page to request more information or get a quote via email form submission or phone.
SEO: Key Word & Key Phrase Integration
In tandem with finessing BGI’s copy, we worked one-on-one with BGI to maximize their AdWords investment. BGI supplied us with their AdWords data and we did our homework on industry keywords. The outcome is page content rich in the required key words and phrases - all written in a way that makes sense and follows Google rules. No workarounds here. Additionally, metadata and image file names follow suit.