Current International, an independent international freight forwarding company, wanted its digital presence to reflect the strength of its operations. They were investing in Google Ads, had a working website, and were getting inquiries, but lacked confidence that their online marketing was organized, measurable, or optimized for long-term growth.
Endertech was engaged to rethink their digital marketing strategy, refresh the website, and put in place an ongoing program across SEO, PPC, CRM, and email that could reliably generate and qualify new leads.
Client Context
Current International provides international freight forwarding and logistics services for businesses shipping goods across borders. Their sales cycle is consultative and relationship-driven, but new opportunities increasingly begin online — through search, paid media, and website contact forms.
Before engaging Endertech, the company’s digital footprint had been built up incrementally. The website used solid brand elements but suffered from inconsistent hierarchy and generic stock imagery. Google Ads campaigns were running, but all traffic was routed to the home page, with limited negative keyword curation and minimal connection between ad performance and actual closed business.
Leads from the website and campaigns were not flowing cleanly into a CRM. Manual processes and email issues made it difficult to see which efforts were generating qualified opportunities versus noise, especially as the company targeted shippers in multiple countries.
The Challenge
Endertech’s initial planning work surfaced several key challenges:
Lead generation needed to grow while maintaining or improving lead quality, not just raw volume.
Website content and structure limited both SEO and conversion. Important phrases such as “international freight shipping company” were not clearly targeted, heading hierarchy was inconsistent, and multiple quote forms diluted the primary call to action.
PPC account organization was too broad. A single campaign and ad group contained many loosely related keywords, all sending visitors to the home page, making optimization difficult.
CRM and lead workflows were underused. HubSpot existed but was not fully integrated into the website or sales process, so marketing could not reliably see which leads progressed to opportunities and customers.
Email and automation friction. Deliverability and transactional email issues (Klaviyo and SendGrid) affected follow-up and nurture flows.
Multi-country targeting added complexity. Campaigns were reaching prospects across different countries and service types, increasing the importance of precise targeting and careful attribution.
The Opportunity
By addressing these issues together — rather than as isolated fixes — Current International had an opportunity to:
Position the website as a credible, conversion-focused first touchpoint for global shippers.
Improve visibility for key industry search terms while clarifying messaging for target customer personas.
Turn Google Ads into a disciplined acquisition channel with clearer cost-per-lead and conversion-to-opportunity signals.
Use HubSpot to track the full journey from click to customer, enabling better decisions about where to invest marketing budget.
Layer in email, content, and remarketing to nurture leads that were not ready to ship immediately.
Endertech’s Role
Endertech served as a combined digital marketing and web development partner. We first completed a structured planning phase, resulting in the Current International 2024 Digital Marketing Plan, which documented a unified strategy across:
Website design refresh and front-end refinements
Branding and visual hierarchy improvements
On-site SEO and copy optimization
PPC account restructuring and landing page alignment
HubSpot form, pipeline, and reporting improvements
Clutch and Google Business Profile presence
Ongoing SEO, PPC, content, and link-building activities
With that plan approved, we executed one-time foundational improvements and then moved into an ongoing monthly retainer that includes SEO, PPC management, HubSpot support, and recurring performance reviews.
Our Approach
1. Strategy & Planning
We began by auditing the existing site, ads, and analytics, and by working with the client to clarify target customer personas and service priorities.
The 2024 Digital Marketing Plan translated this discovery into a concrete roadmap, outlining:
How to reposition the home page around customer personas, while moving existing content into a dedicated “international freight shipping company” page for SEO focus.
How to clean up heading hierarchy, titles, and on-page content for six core service pages.
How to restructure Google Ads into smaller, more focused campaigns mapped to specific landing pages and business objectives.
How to configure HubSpot to capture all web leads automatically and support a consistent lead-to-deal workflow.
How ongoing SEO, content creation, link building, and email marketing would work together to support long-term growth.
2. Website Redesign & Conversion-Oriented Copy
Endertech redesigned and redeveloped the marketing site to retain the company’s strong core brand — logo, colors, and typography — while making it work harder for both visitors and search engines.
Refined visual hierarchy: We clarified how headings, body text, and calls to action appear on the page, so visitors can quickly see what matters and where to click.
Reduced visual noise: Existing stock imagery was de-emphasized in favor of clearer messaging and hierarchy.
Focused home page: We rewrote and reorganized home page content to speak directly to three key customer personas, with a single, primary “Get a Quote” style call to action instead of multiple competing forms.
Dedicated SEO pages: Existing home page content around “international freight shipping company” was moved into its own page, enabling more precise keyword targeting without diluting the home page’s conversion focus.
Service page tuning: Six core service pages were tuned for proper heading structure, internal linking, and keyword usage, based on research into how potential customers search for freight services.
3. HubSpot Integration & Lead Workflows
A critical goal was to make every lead traceable from first touch to outcome. To support that, Endertech:
Implemented HubSpot forms directly on the website so all inquiries flow automatically into CRM contact records.
Configured key fields and properties to classify leads and attribute them to campaigns.
Helped refine deal stages and lead statuses so that marketing and sales could see where each contact stood in the pipeline.
Provided training for the client’s team on using HubSpot to log activity, update lifecycle stages, and create deals, enabling more accurate reporting on which campaigns contribute to real revenue opportunities.
Over time, recurring meeting notes show a progression in how consistently HubSpot was used to classify leads and opportunities, improving the quality of feedback for ongoing campaign optimization.
4. PPC Restructuring & Multi-Channel Campaigns
Endertech reorganized Google Ads from a single broad campaign into a more nuanced structure focused on relevance and control:
Campaign and ad group restructuring: We grouped related keywords into focused themes (e.g., export, country-specific, service-specific) so that ad copy and bids could be tuned more precisely.
Landing page alignment: Ads were directed to the most relevant service or content page, instead of all traffic going to the home page, improving both quality scores and on-site conversion potential.
Negative keyword management: Historical search terms were reviewed to cut wasteful spend and focus budget on high-intent queries.
Pilot campaigns: We tested initiatives like Performance Max and display remarketing to extend reach while monitoring lead quality through HubSpot.
Country targeting and refinement: As data came in, campaigns were adjusted by country and service type to emphasize geographies and offerings that produced better verified leads.
Monthly performance reviews combined Google Ads metrics with HubSpot lead data to evaluate not just clicks and form fills, but which campaigns produced marketing-qualified leads and genuine sales opportunities.
5. SEO, Content, Link Building & Email
Beyond the initial site refresh, Endertech led an ongoing program to steadily grow organic visibility and nurture leads:
Technical and on-page SEO monitoring: Regular scans for issues like broken links and performance regressions, with incremental content adjustments to trigger search engine recrawls.
Content creation: Collaboration with the client to publish blog posts on topics such as tariff changes, customs clearance, and trends in freight forwarding — aligning subject matter with common questions from shippers.
Link building: Targeted outreach to industry-relevant sites to build a healthier backlink profile and support ranking gains for key terms.
Email and automation: Configuration of core Klaviyo flows and resolution of email deliverability issues (including authentication and transactional email problems) so that new and existing contacts could receive timely, relevant follow-up.
Directory and review presence: Work on platforms such as Clutch and Google Business Profile to support visibility and trust signals for brand-related and category searches.
Complexity Handled
This engagement required coordination across multiple systems and disciplines:
Web, marketing, and CRM alignment: Changes to site structure, forms, and content needed to work seamlessly with HubSpot’s data model and reporting, so that marketing could see true downstream impact.
Multi-channel media mix: Search ads, Performance Max, remarketing, LinkedIn pilots, and email automation all had to be tuned based on both media metrics and CRM outcomes.
Multi-country targeting: Campaigns reached prospects across different markets, each with its own search behavior and economics, increasing the importance of segmentation and careful measurement.
Email deliverability and compliance: Authentication and infrastructure for tools like Klaviyo and SendGrid needed to be configured correctly to ensure that critical messages reached inboxes.
Ongoing measurement and attribution: Monthly reviews reconciled ad platform data with HubSpot snapshots and offline information, providing a more realistic picture of marketing effectiveness over time.
Results & Business Impact
Because freight forwarding has a complex sales cycle and deals may close weeks or months after first contact, Endertech and Current International emphasized trend lines and lead quality rather than single-month win counts.
Key outcomes included:
A stronger, more focused website: The redesigned site presents a clearer message to target personas, with a single primary conversion path and pages specifically tuned for high-value freight-related keywords.
More organized and efficient paid search: Over successive 30- and 90-day reporting windows, Google Ads performance reports showed improvements in core efficiency metrics such as conversion rate and cost per conversion compared with earlier baselines, particularly as campaigns were restructured and ad/landing page alignment improved.
Better visibility into what works: HubSpot integration and training gave the client a more reliable way to see how many marketing-generated leads progressed to qualified stages and opportunities, informing where to scale budget or adjust targeting.
Growing organic presence: SEO and content work contributed to improved visibility for freight-related search terms and a broader set of ranking keywords, supporting a more balanced mix of organic and paid inquiries.
Steady inbound pipeline: The client reports that, compared with their prior site, they now enjoy a more visible presence in search results and a steady daily flow of new contacts through the website.
Just as importantly, the company now has an integrated marketing and sales data foundation: each incremental optimization to ads, content, or email can be evaluated against real lead and deal outcomes, not just clicks.
Why This Work Matters
For B2B service providers like freight forwarders, the challenge is rarely a single tactic. It is the interplay between website, messaging, ads, CRM, and follow-up that determines whether digital marketing turns into profitable shipments.
This engagement demonstrates Endertech’s ability to:
Translate a planning phase into a clear, actionable digital marketing roadmap.
Redesign a site for both SEO and conversion without discarding a well-known brand identity.
Integrate HubSpot so that marketing and sales share a common view of the pipeline.
Run and refine multi-channel campaigns using both ad platform metrics and CRM outcomes.
Support clients over time with recurring reviews and continuous optimization.
Related Services
If your organization relies on complex, consultative sales and you need your website and campaigns to generate measurable, qualified opportunities, Endertech can help. Our team blends web development, CRM integration, and ongoing digital marketing to build lead generation systems that match real-world operations.
Related Endertech services include:
Digital Marketing Strategy & Execution
Website Design & Development
SEO & Content Marketing
Google Ads & PPC Management
HubSpot & CRM Integration
Email Marketing & Automation
Ongoing Hosting, Support & Optimization
Have a similar challenge? Endertech helps businesses design, build, and improve the digital systems that support growth.