A freight website is selling to shippers and recruiting drivers at the same time, and the second one is often worth more. Norml designs and builds the structure behind both — the service architecture, the quote route, the application flow, and a site your dispatch office can keep current.
A few clients we’ve worked with
A shipper asking for a rate gets a general contact form, so dispatch calls back to ask lane, equipment, volume and timing before anything can be priced.
FTL, LTL, warehousing and last-mile share one Services page, so nobody sees the service they came for.
Driver recruitment — often the site’s biggest job — is a single page with a PDF application that cannot be filled on a phone at a truck stop.
Authority, insurance and safety rating are somewhere in a footer, when they are the first thing a broker checks.
The site was built once and adding a lane, a terminal or a new service needs an invoice.
Seven things, in the order we do them. Website design for trucking companies is mostly two funnels sharing one site, and most builds only ever finish one of them.
The first architectural decision. Which pages sell capacity to a shipper, which pages recruit a driver, and where the two meet. Everything downstream follows, and skipping it is why the careers section is usually an afterthought.
FTL, LTL, refrigerated, flatbed, drayage, warehousing, last-mile. Separate pages, because a shipper with a specific need will not recognise themselves in a combined one, and because combined pages compete with each other in search instead of each ranking for its own thing.
Conditional questions on origin and destination, equipment, weight, commodity, frequency and timing, so what lands is a brief rather than a name. Routed into your TMS or CRM with the right owner and immediate notification — the pattern we built for Metroplex Homebuyers, whose forms had been operating separately from their CRM with manual routing eating hours a day.
Short, resumable, no PDF, no desktop assumption. Experience, endorsements, equipment and availability captured in a form somebody can finish in a cab, routed to recruiting the moment it is submitted.
MC and DOT numbers, insurance limits, safety rating and equipment counts presented as structured facts near the top, not buried. We publish what you give us and nothing more; every figure stays yours to verify.
WordPress structured so adding a terminal, a lane or a service is filling a form, not calling a developer. The same discipline we used on DoorKnockPro, where field data had to stay current without an engineer in the loop.
Conversion tracked separately for quotes and for driver applications — they are different funnels and averaging them hides both — plus the technical and content SEO to earn the traffic.
The scope follows the number of services, terminals and whether driver recruitment is in scope. A typical engagement hands over the following:
A page map covering every URL, which audience it serves, and what it has to prove.
A Figma design system with components, states and responsive rules.
Service, lane, terminal and careers page templates.
A quote request routed into your TMS or CRM, with the right owner and notification.
A mobile-first driver application, resumable, routed to recruiting.
A WordPress build your dispatch office updates without a developer.
Conversion tracked separately for quotes and driver applications.
A handover session and every account and file in your name.
The services a carrier or broker usually buys together, split across the two funnels the site has to run.
Our process
We read the analytics and follow both journeys through the current site — one shipper asking for a rate, one driver trying to apply. Usually one of the two is broken and nobody had measured it.
[ 01 ]The split between shippers and drivers, the service structure and the URL plan, agreed before anything is designed.
[ 02 ]Wireframes first, then the system in Figma. Service, terminal and careers templates, drawn at phone width first for the driver side.
[ 03 ]The site, then the quote and application routing behind it. Editable by your office.
[ 04 ]Redirects, analytics, Search Console, speed, and both funnels tracked separately from day one.
[ 05 ]
