WEBSITE REDESIGN | WORDPRESS
Cavalry Logistics is a Nashville, TN-based third-party logistics provider and freight brokerage (aka a middleman between customers that have goods to transport and carriers who have the freight to move it) that offers cost-effective solutions for truckload, less-than-truckload, flatbed, intermodal, and international services. Founded in 2005, the company started with 3 employees but has since expanded to a team of 250 (as of October 2018) and is looking to add another 150 team members to their newly opened Salt Lake City, UT location by the end of 2021.
Cavalry’s business model is focused around changing people’s lives by “creating capacity” through their vast carrier network, cutting-edge technology, and by focusing on the unique needs of each individual they come in contact with. This focus on the customers, carriers, and team members is central to their company culture and attitude, and Cavalry wanted to make sure their online presence properly conveyed these core values to prospective clients and job seekers.
Cavalry’s business and team were expanding at a rapid pace but their website didn’t adequately articulate their services, proprietary in-house developed technology, company culture, or how prospective job applicants can apply to join the team. Their old website was a one-page design with an outdated aesthetic and definitely not inspiring. They wanted a brand new marketing site that could:
- List shipper and carrier services, the industries they serve, and the modes they service
- Showcase the proprietary technology that helped their customers succeed
- Highlight their company culture and people
- Advertise open job positions, detail what job positions might entail, and encourage visitors to submit their resume
- Allow Cavalry staff to easily maintain and update content
WordPress, Contact Forms, Event Calendar, Instagram integration
Cavalry Logistics learned of Logic Solutions through their parent company, Universal Logistics Holdings, and heard of the website support Logic was providing for Universal Logistics. In June 2018, Cavalry and Logic teamed up to create a fresh, modern WordPress website. Logic first engaged Cavalry’s team in an extensive discovery and information architecture process to better understand the types of content they wanted to add to the site, design preferences, functionality objectives, and desired user flow. We designed a series of wireframes, comps, and sitemap as information architecture roadmaps for the implementation and development process.
After the designs and information architecture were decided, Logic selected a responsive theme and created a modern design centered around their black/dark grey, red, and white color scheme. The site features eye-catching large banners and clean icons, fun images to illustrate their company culture, dynamic lines to mirror their logo and reflect the logistics industry, and intuitive content flow.
The new Shippers and Carriers pages focus on Cavalry’s difference from competitors (e.g. instant email notifications, 24/7 service, etc) and the industries they serve. Each page also features a customer testimonial and prominent call to action. Visitors are also encouraged to learn about their in-house management software that allows Cavalry sales, customer service, brokerage, and tracking teams to better assist their clients. Logic worked closely with Cavalry’s designer to seamlessly blend their internal graphics and designs with the designs of the pages.
The new site also has several pages that heavily focus on the company culture, including their core values, people, self-improvement reading program, and their community involvement and philanthropic efforts. Cavalry also has a very active Instagram account to keep a record of their active event calendar, from costume competitions to ping-pong tournaments, food trucks, team trips to the go-kart track, Battle of the Bands, blood drives, and more. A great example of their work hard, play hard mindset, Cavalry believes it is important to highlight the individuals who were truly responsible for building their organization’s success every day.
Their new “Join Our Team” page encourages job seekers to start their career at Cavalry with a simple application form. Upon the submission of their application, applicants can track their interview process with Cavalry’s internal job application tracking system, which is integrated with their new site.
Best of all, Cavalry’s new WordPress site is easy for their content managers to maintain and update without any prior technical knowledge. Their team is able to add beautiful new content on a regular basis, such as press releases, announcements of the grand opening of their new location, images of their office adventures, and celebrations of the new employees of the quarter and year.
“We had a wonderful experience using Logic Solutions for our new website. They let us be as hands-on as we wanted while providing the guidance and knowledge we needed to create a functional, beautiful, and user-friendly new site. The day after we launched, customers were already taking advantage of some of the contact features we had added. We now truly feel we have a site that supports the look and feel of our company’s culture and brand.” – Bob King, President of Cavalry Logistics