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Case Study

G&W UK / Europe Websites

Sector:
Logistics
Employees:
8,000+
Client Contact:
Marketing team

Genesee & Wyoming is a leading owner and operator of 120 freight railroads with 8,000 employees serving 3,000 customers. We designed and built three websites for their UK / Europe Region companies that include Freightliner and Pentalver.

THE OBJECTIVE

Deliver three interconnected websites explaining the services on offer to existing customers, while also generating new business.

The brief was a challenging one. We had to seamlessly integrate a dynamic and engaging user experience across three content-heavy websites — to an incredibly tight deadline.

OUR SOLUTION

G&W's branding was limited to the logo and colour palette. Our first step was to expand its range of brand assets.

We introduced triangular background patterns, icons and bespoke illustrations of their extensive fleet of locos, wagons, trucks and trailors.

We carried out extensive SEO work to determine the websites' architecture and inform content.

The sites were built on our preferred WordPress CMS and were structured to support the user journeys of the target audiences. We introduced bold imagery and developed a range of animated and interactive elements to ensure the sites were visually engaging.

Having seen our website designs, G&W's senior team asked us to redesign their staff induction presentation and corporate brochures.

We used a combination of foil blocking and spot varnish on the brochures to give them a premium feel.

THE RESULT

Since its launch, the websites have delivered some very impressive results.

  • Site visits increased by over 20,000.
  • Mobile bounce rate improved by 80%, down to only 8.7%.
  • Ranking of Freightliner's train driver careers page improved from page five to position three on page one.
  • Freightliner website now ranks on page one of Google for all ten bulk services.
We gave Fellowship a challenging brief for this project and they have surpassed our expectations! Their strategy, design and build of our new websites has delivered proven results. Alongside the websites, Fellowship have evolved our branding and revamped key marketing materials. They have provided a first-class service and always shown themselves to be knowledgeable and customer-centric. We are very pleased to work with them and look forward to a long working relationship for years to come.
JAYE DRY Corporate Communications Executive, G&W UK / Europe