Challenge
The old site mixed commercial and residential content, leaving users unsure which offer matched their move.
Thoughtful design and marketing for small businesses ready to grow.
Maple & Steel Moving Local Reach
The old site mixed commercial and residential content, leaving users unsure which offer matched their move.
Logistics
Client: Maple & Steel Moving
A regional mover wanted a stronger local brand presence and consistent lead capture across long-distance and local bookings.
Solution
Segmented service pathways by move type and added clear quote gates with transparent deliverables.
Approach
- Audience split for residential and commercial decision trees.
- Created package-level offer pages with plain language add-ons.
- Built dynamic quote estimate blocks and pre-quote qualification form.
- Simplified content so every route supported a next-step action.
- Ran A/B tests on page order and card hierarchy.
- Set up conversion tracking and weekly review meetings.
What we delivered
- Two-track service landing page set.
- Quote estimator and service bundle options.
- Fleet profile and trust section for logistics confidence.
- Route-based FAQ and pricing explainer.
- Review and testimonial widget with filtering.
- SEO pages for top local neighborhoods.
Outcome metrics
Clear segmentation reduced support load and improved lead quality for both local and long-distance service types.
Lead form completion rose 52%
Incorrect quote calls down 28%
Local keyword rankings improved by three positions
Service inquiry quality score increased by 35%
Scope tags
Logistics • Conversion • SEO
Team: Strategy Lead, Product Engineer, Conversion Analyst
Timeline
- Week 1: IA split and messaging.
- Week 2: Quote system build and QA.
- Week 3: Launch of service pages and proof pages.
- Week 4: Search and reputation tuning.
- Month 2: Optimization and lead quality review.
Project quote
“We finally had two clear funnels instead of one confused homepage.”
Sasha M., Owner