W.M. Stone Logistics
Modern website and SEO foundation for a century-old customs brokerage and international freight forwarding company. Took them from zero organic visibility to 80+ ranking keywords and a steady stream of enterprise inbound leads.
- Client
- W.M. Stone & Company
- Industry
- Logistics & Supply Chain
- Launched
- November 2023
- Team
- 3 developers
Results
What this project moved.
The numbers that mattered most to W.M. Stone & Company, sourced from Search Console, Semrush, and analytics.
Organic ranking keywords on Google since launch
Year-over-year growth in search impressions
Qualified inbound leads in the last 12 months
The Challenge
Where they were stuck.
W.M. Stone has been navigating international trade since 1907, but their digital presence didn't reflect a century of expertise. Their previous site ranked for zero keywords on Google, generated no organic traffic, and gave prospects no way to evaluate their customs brokerage, freight forwarding, or warehousing services online. In a vertical where shippers research providers before ever picking up the phone, that invisibility was costing them enterprise relationships.
Our Approach
What we built.
We rebuilt W.M. Stone's web presence from the ground up, pairing a modern Webflow site that honors their 1907 heritage with a service-page architecture and on-page SEO foundation engineered to rank. Every service line (customs brokerage, ocean freight, drayage, FTZ, duty drawback, transloading) got its own optimized page with semantic structure, schema markup, and intent-matched copy. CMS integration lets their team publish updates without engineering, and API/EDI hooks connect the site to their internal tracking systems for real-time shipment visibility.
Search Performance
The data behind the rankings.
Took the site from zero ranking keywords to 83 organic positions on Google, including 8 top-3 rankings for high-intent terms (project cargo solutions, logistics compliance consulting, inland transportation, automated tracking) and 15 in the top 10. Search impressions grew 104% year-over-year (38.6K vs 18.9K), with US-specific impressions up 243%. The service-page architecture, structured data, and intent-matched content drove a steady pipeline of 65+ qualified inbound leads in the past 12 months, including inquiries from Newell Brands, Quaker Houghton, Fujikoki America, Associated Wholesale Grocers, and Priority1.
Keyword Growth
W.M. Stone & Company • Semrush organic positions
Top Keyword Wins
Currently ranking on Google • Source: Semrush
| Keyword | Position | Monthly Volume |
|---|---|---|
| automated tracking | #2 | 30 |
| logistics compliance consulting | #3 | 70 |
| greenhouse logistics | #3 | 40 |
| project cargo solutions | #4 | 90 |
| customs broker norfolk va | #4 | 30 |
| machinery logistics | #7 | 90 |
| domestic transportation | #8 | 170 |
| inland freight services | #8 | 50 |
| ftz compliance | #10 | 30 |
| transloading warehouse | #12 | 140 |
| transloading and warehousing services | #13 | 210 |
| renewable energy logistics | #18 | 170 |
Top non-brand commercial keywords. Pulled directly from Semrush, verifiable in Google search.
Under the Hood
How we built it.
The technical decisions that shaped the work.
Frontend
Built with modern HTML5, CSS3, and JavaScript for a responsive, accessible website. Webflow CMS provides flexible content management capabilities while maintaining high performance standards.
Content Management
Webflow CMS integration allows non-technical staff to easily update service offerings, news, and resources. Custom collections manage complex logistics data and service information.
Integrations
API and EDI integrations connect the website with W.M. Stone's internal systems for real-time shipment tracking, quote generation, and document management.
Performance
Optimized for fast loading times with lazy loading, CDN distribution, and efficient asset management. Mobile-first design ensures excellent performance on all devices.
What Shipped
Key features.
Every capability built into the project.
Customs Brokerage Portal
Expert guidance through U.S. Customs regulations with downloadable resources
Global Forwarding Tools
Interactive tools for worldwide air and ocean freight forwarding services
Managed Logistic Solutions
Comprehensive supply chain management information and consulting request forms
Technology & Visibility
Web-based solutions and API/EDI integrations for real-time tracking and data
Warehousing & Transportation
Service information for secure warehousing, transloading, and inland transportation
Compliance Consulting
Resources and tools for trade compliance and duty drawback programs
Quote Request System
Streamlined online quote requests with automated routing
Client Portal Access
Secure login area for existing clients to track shipments and manage documentation
Stack
Tools & Technologies
7 technologies powering the build, end to end.
“The new website has transformed how we connect with clients in the digital age. It perfectly balances our century-old reputation with modern functionality, making it easier for customers to access our services and track their shipments.”
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