Web Development, rebrandS & multiple domain migrations

Ryder E-commerce by Whiplash

Top Of The List’s long-time SEO client, Port Logistics Group, acquired a new company, Whiplash Fulfillment. Their goal was to move their traditional 3PL logistics firm into the rapidly growing e-commerce fulfillment space. Top Of The List played a major role on the team to merge portlogisticsgroup.com and whiplashfulfillment.com into one mega-site under a new domain: Whiplash.com.

Our combined teams helped rebrand them into a modern e-commerce fulfillment company. This project was such a success that ~2 years after the rebrand another acquisition took place: Whiplash was acquired by Ryder. Top Of The List then worked to rebrand the site with the Ryder name and its branding conventions. Eventually, Whiplash.com was merged into Ryder.com. Below are examples of the Whiplash site before that occurred.

Multiple new features and API integrations were configured and implemented. Content was both merged and re-written. Custom website development and technical SEO ensured website authority was successfully migrated from the original domains to the new domain.

The blog was a major focus and became a digital marketing lead magnet. Its features included filtering for topic categorization, text-to-speech blog post audio, and an SEO-friendly infinite scroll on the main blog page. After launch, 3 to 4 new posts per week were written, optimized, posted, and marked up with custom schema.

The re-design included new branding that maintained their wholesale and retail services but added a new focus on Whiplash clients’ customer satisfaction, and high-tech e-commerce fulfillment. It was optimized for mobile users through a responsive design approach, ensuring that the layout and content adapted seamlessly to different screen sizes and devices.

Interactive maps highlighted 17+ fulfillment centers and their proximity to shipping ports or major transportation hubs throughout the U.S.

PROJECT DETAILS

• Platform: Built using WordPress with Flywheel hosting.
• Custom Theme: A custom theme was created that used ACF Pro to display client-specific content.
• Migration & SEO: Handled multiple rebrands and multiple domain migrations while executing technical SEO to transfer website authority across the domains.
• Development: Custom website development was implemented based on specifications provided by the design team and the Marketing Director.
• Timeline: Launched in record time, with development from late February to June.
• Marketing & Growth: Applied ongoing SEO and digital marketing strategies before and after the launch, which grew website traffic from ~2,500 to over 33,000 visitors per month along with a rapidly growing customer base.
• Advanced Integrations and Features:
  • Salesforce
  • Advanced on-site search
  • Gated content
  • Configured FormComplete to autofill data Contact Form data from ZoomInfo records
  • Integration and branding updates to Help pages on a subdomain for Whiplash clients that used their proprietary order and shipping management software.
  • Dynamically integrated Partner Section, hosted on a third-party site, into the Whiplash.com site.