The challenge

With a rich history stretching back more than six decades, Kidds Transport has consistently evolved to meet the changing demands of logistics clients, introducing specialist vehicles and fitting its fleet with satellite tracking to find efficiencies.

However, despite its readiness to embrace technology, one area of its business hadn't kept pace with modern developments: its website.

The existing website presented several challenges:

• Poor Search Engine Visibility Lack of SEO resulted in low organic traffic and limited online visibility.
• Outdated Design The website's design was aesthetically unappealing and failed to engage visitors.
• Company-Centric Language Website copy focused on the company rather than addressing the needs and challenges of potential clients.
• Ineffective Lead Generation The website lacked clear calls to action and lead capture mechanisms, hindering business development efforts.

We quickly identified that a new, mobile-responsive website with a clean design, easy navigation, and greater focus on lead generation was needed.

The Fifty2M solution

The need for a website is a given these days, but, too often, they are built with no serious consideration of how they will deliver value, and end up being seen simply as an online location at which to host information rather than as a tool for attracting attention, starting conversations, and generating new business.

This is especially true of B2B websites.

A good website should serve three core purposes:

• To help you get found. If people don't know about you, they can't do business with you, and so being visible to those looking for what you do is crucial
• To show how you add value. People exchange money for value, where value stems from the fixing of an identified pain, the provision of some sort of gain, or both of these together
• To stimulate dialogue. Whilst your website needs to attract and inform your audiences, it's no good if that's all it does, you need them to also engage with you

With these three requirements uppermost in our minds, we developed a comprehensive strategy to address the challenges presented by the existing website in order to develop and deliver a high-performing replacement.

This included:

Search engine optimisation

Conducted in-depth keyword research and implemented on-page and technical SEO best practices to improve search engine rankings and drive organic traffic.

Modern and engaging design

Created a visually appealing and user-friendly website design that reflects the company's professionalism and brand identity, and is super easy to navigate.

Customer-centric approach

Developed compelling website copy that speaks directly to the needs and challenges of potential clients, highlighting the benefits of choosing Kidds Haulage.

Strategic lead generation

Integrated clear calls to action and lead capture forms throughout the website, with strategically placed testimonials as 'social proof' to encourage inquiries and generate qualified leads.

Mobile optimisation

Ensured seamless user experience across all devices by implementing a responsive design that adapts to various screen sizes.

With its attractive and functional design, ease of navigation, and language designed to let prospective clients 'see' themselves in the website copy, the new site puts the end user at the heart of everything.

Delivering exceptional results

The one it replaced didn't generate a single inbound lead that could be directly attributed to the website in all the years it was published.

The new website, launched in early 2024, quickly delivered impressive results:

Increased website traffic

Organic traffic increased significantly due to improved search engine visibility.

Enhanced user engagement

Visitors spent more time on the website and explored more pages, indicating greater interest and engagement.

Accelerated lead generation

The website began generating a steady stream of qualified leads within weeks of launch.

New business acquisition

One of the leads generated through the website converted into Kidds Transport's largest pallet freight customer, demonstrating the website's direct impact on business growth.

What the client says

Client Relationship Manager at Kidds Transport, Kathryn Taylor, is at the sharp end of sales and customer service, and is often the first port of call for potential new clients. She has worked closely with Fifty2M:

“The old website was looking tired, and didn't really do a lot for us. We certainly didn't get any enquiries from it, which meant that it wasn't really helping us win new business.

"It also loaded very slowly, and once the team at Fifty2M had pointed it out, it was obviously all very focused on blowing our own trumpet rather than showing potential clients that we understand and prioritise their needs.

"The new website is clean and modern, makes it really easy for people to find what they're looking for right away instead of having to go searching, and the pages all load really quickly. Instead of being all 'us' and 'our' the language used now is all 'you' and 'your'.

"Overall, it's much better for us and potential clients. I think that because Fifty2M don't just build websites, they work across all aspects of marketing, they understand what a website really needs to do and helped to create that for Kidds Transport, something that shows up, looks good, and actually generates leads.

"Within weeks of going live, we got an enquiry through the website that resulted from a Google search. The company, one of the UK's largest gift and homeware businesses, was looking for an express pallet business in our area for a major contract, and has since become our biggest pallet freight client. We wouldn't have had the opportunity to bid for this work if we hadn't trusted Fifty2M's advice and replaced our website."