Liftango
Transforming the online presence of a b2b transport technology company. This project involved refreshed branding, a redesigned site structure, and improved SEO.
Web Design
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SEO
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Product Marketing
Full Case Study
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Company Overview
Liftango is a B2B/B2G transport technology company operating across a range of markets, primarily; enterprise carpooling, public on-demand buses, and campus transport.
Project Context
The company website had not had a major update for several years. The branding had evolved over time, and many of our products had changed as we expanded into different markets and discovered new challenges and solutions.
Role
Project Lead
Timeline
6 months
Project Goals
Better educate visitors about our products
Realign visually with our brand
Attract more site visits and higher quality leads
Planning
The old page design had not been updated since 2022, so the content no longer reflected the reality of what we were selling. The imagery felt outdated, and newer product features weren’t mentioned at all. We needed a complete overhaul of the content.
Read more about the how I managed an evolving product at Liftango →
I met with our Sales Team in different global markets to understand our clients’ buying triggers so we could address their pain points within the new content. To target specific clients and keywords, the sitemap was also restructured, and several new pages were added.
The old product page design (left), and the old sitemap with 4 additional pages to be added (right).
Various graphics created to highlight product features.
Samples of graphics created for the website.
Design Assets
I needed to create a range of graphics for different sections. The graphics above were taken from the product design files, and edited or recreated to showcase just the highlighted feature.
The graphics below were created for hero sections or benefit sections to accompany the associated section headings.
Hero image created to show the Operations Portal and features.
SEO
Alongside the new Solutions pages, which targeted additional keywords, we ran a wider SEO project with an external agency. We worked together on audits, backlinks, technical improvements, and adding new content such as FAQs.
While it’s difficult to pinpoint what helped the most, the graph below shows early signs of site growth; initial results saw 23.6% Organic Search growth year-on-year. This is even more impressive when viewed contextually against an industry-wide decline driven by the introduction of AI Overviews (resulting in fewer clicks).
Results
In a business with lengthy sales cycles that could sometimes take years to close, it can be difficult to gauge initial results so soon after the project finishes.
Based on the Organic Search growth, early signs are promising. Combined with the new pages and keyword targeting, this project should continue to increase site visits and attract higher quality leads.
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