Northwind Logistics · B2B freight & supply chain · 180 staff
A freight business with strong word-of-mouth and almost no digital presence rebuilt its site and search foundation, and became the source AI engines quote for freight procurement questions.
68%
Of tracked AI prompts now cite Northwind
0% → 68%
3.4×
Qualified organic enquiries
1.2s
Largest Contentful Paint
6.8s → 1.2s
−44%
Blended cost per lead
The challenge
Northwind won work through relationships, but a generational shift in procurement meant younger logistics managers were shortlisting suppliers before ever picking up the phone — increasingly by asking AI assistants. Northwind appeared in none of those answers. Their site was slow, unstructured, and effectively invisible to both crawlers and language models.
The approach
Baselined visibility against a fixed set of 60 buying-intent prompts across ChatGPT, Gemini and Google AI Overviews
Rebuilt the site on a fast, statically generated stack with complete structured data coverage
Published a procurement-focused content cluster answering the exact questions buyers were asking AI
Reinforced entity consistency across the web so models could reliably identify who Northwind is
Instrumented lead tracking so enquiry sources were finally measurable
The outcome
Within nine months Northwind was cited in the majority of tracked AI answers for its core service category, and organic enquiries overtook referral as the primary lead source for the first time in the company's history.
We spent thirty years building a reputation people could only find by asking someone. Now the machines answer for us — and they get it right.
Next step
Thirty minutes, no pitch deck. We will give you a candid read on where the opportunity is — whether or not you end up working with us.
No obligation · We reply within one business day