Redesigning a logistics website to drive inbound sales

C4 Logistics operates across Europe, delivering time-critical transport and customs brokerage services through two core channels: Transport and Customs.

The business is known for speed, reliability, and strong digital tools such as EasyQuote, EasyClear, and the C4Sight portal. However, the public website no longer reflected this capability. The structure was unclear, service pathways were fragmented, and the site was underutilised as a sales channel.

Exline Labs was engaged to redesign and rebuild the website as a modern, high-performance digital platform that clearly communicates value, supports sales conversations, and enables long-term growth.

The project focused on four key objectives:

1. Clearly present Transport and Customs as distinct but connected service channels
2. Align the website’s design and structure with C4 Logistics’ market leadership
3. Improve usability, speed, and clarity across all devices
4. Turn the website into an active sales funnel, not just a brochure

We began with a detailed discovery call to understand the limitations of the existing website and validate business goals.

Our UX team then carried out competitor analysis and UX research across both logistics and customs platforms. Based on these insights, we defined user personas and mapped journeys for logistics professionals, procurement leads, and existing customers using one or both service channels.

Using Milanote, we finalised a new information architecture, sitemap, and content structure. The focus was on:

- Clear separation between Transport and Customs
- Logical grouping of EasyQuote, EasyClear, Drop & Book, and C4Sight under their respective services
- Strong, visible CTAs for quotes, demos, and portal access
- A structure that supports cross-selling between channels

Once the refreshed branding guidelines were provided, our UI designer created a bespoke design system to be used consistently across the website.

The design process included:

- Wireframes for all page types based on UX findings
- Low-fidelity designs for desktop and mobile layouts
- Custom vectors and icons created using Affinity
- Image optimisation and manipulation in Photoshop
- A fully interactive prototype built in Figma covering all pages

The result was a confident, clean, tech-forward interface that feels effortless to navigate while reinforcing trust.

After design approval, the site was developed as a bespoke WordPress build.

- A custom theme was created using Hello Elementor
- Elementor Pro was used for flexible static page layouts
- Advanced Custom Fields powered a custom, user-friendly CMS
- GSAP was used for subtle animations and interactive elements

This setup allows the C4 Logistics team to manage content easily without compromising performance or structure.

The site went through structured QA by our UI/UX and QA teams, with issues tracked via Trello and overall project management handled in Jira.

Before launch, we implemented:

- On-page SEO best practices (heading hierarchy, canonical tags, breadcrumbs)
- Image and speed optimisation
- A redirect strategy to protect existing SEO equity
- Security measures including reCAPTCHA, Wordfence, and server-side hardening
- GA4 with custom events via GTM
- Google Search Console integration and sitemap submission

The client was kept in a constant feedback loop throughout the process.

The new website replaced an outdated digital presence with a modern, high-performing platform.

Key results:

1. The website became a primary sales funnel, generating over 60% of inbound enquiries
2. Organic clicks increased by nearly 200% within six weeks of launch, without any marketing campaigns
3. Clearer service structure improved sales conversations and demos
4. The internal team gained a CMS that supports fast updates and growth

The website now functions as an active extension of C4 Logistics’ sales and operations strategy.