Saddle Creek Logistics Fulfills Goals with New Microsite

Work on the new microsite began with creating a better user experience for fulfillment customers, who are a slightly different audience than Saddle Creek’s traditional 3PL prospects. From a messaging standpoint, this meant creating a fresh, modern design that put the customer at the center of the action while still showcasing the company’s advanced technologies. People-focused imagery, informative videos, and customer testimonials were used throughout each page to lend the site a more personalized feel that would resonate with fulfillment customers.

The Roger West creative team also mapped out a dedicated navigation for the microsite to streamline the visitor’s journey and make it more intuitive to explore the site’s content. This proved especially important as the microsite expanded the existing fulfillment section from a mere five pages to twenty pages, highlighting new solutions and core capabilities that differentiated Saddle Creek from its competitors. Numerous links were incorporated throughout the new page designs to allow visitors to easily navigate the site’s expanded content.

While the design team was hard at work creating a new look and feel for Saddle Creek’s fulfillment solutions, the developers at Roger West put together a roadmap for building and deploying the new content. Rather than using a separate domain and risking brand confusion, as some competitors have done, the dev team seamlessly integrated the microsite into the main corporate site’s existing WordPress structure. This approach allowed them to replace the existing fulfillment pages with the new microsite pages, share existing fulfillment content in a newly designed resource center, and ensure that contact forms routed leads into the appropriate databases.

During the first six months, the new fulfillment microsite’s page views grew by 1,171% and average engagement time increased by 74% compared to the legacy fulfillment pages. The site also saw its total number of users grow by 1,364%. Shortly after launch, Saddle Creek leveraged the new microsite ecosystem to promote a fulfillment industry trends report that accumulated 28,000 page views and featured a 22% engagement rate.

In 2024, the fulfillment microsite won a prestigious Trailblazer Award for outstanding marketing communications/campaigns at the annual Transportation Marketing and Sales Association (TMSA) conference. The award serves as a reminder that productive collaboration between Roger West and clients like Saddle Creek Logistics always delivers impactful business results.