Website improvement and SEO optimization: heavy and oversized cargo transportation

The market for heavy and oversized cargo transportation is highly competitive: demand is stable, but leads are more expensive than average, the sales cycle is long, and content and trust requirements are high. The “SpecTyazh” website generated traffic below its potential, service pages were unevenly indexed, the mobile version was slow, and most inquiries came from branded searches. The goal was to turn the website into a “selling directory,” remove technical barriers, streamline semantics, and enhance commercial factors to increase inquiry conversion from any source.

Goals and KPIs

• Increase organic traffic from high-intent search queries like “transportation + cargo type/route/weight”.
• Reduce mobile page load time to the green zone of Core Web Vitals.
• Increase conversion from services and case inquiries by at least 30–50%.
• Bring the cluster “oversized”, “low-bed trailer”, “special equipment transportation” into the TOP-10 in target regions.
• Implement end-to-end attribution: source → keyword → inquiry → deal status.

Initial Problems

• Fragmented structure: services, fleet, routes, and cases mixed, duplicate titles.
• Thin pages with 200–400 characters, without specifications (weight, dimensions, loading schemes).
• Heavy images and blocking scripts — LCP > 4.5 sec on mobile.
• No Organization/Service schema markup, incorrect canonical and hreflang tags.
• Cumbersome inquiry forms with many required fields, no quick contact options.
• No landing pages for routes (“from/to region”) with real search demand.
• Incomplete profiles in maps, different phone numbers, unclear NAP.

Architecture and Navigation

The structure was rebuilt into 4 logical levels:

1. Services: oversized, heavy, low-bed trailers, modular platforms, rail transportation of heavy cargo, multimodal schemes.
2. By Cargo: transformers, excavators/bulldozers, drilling rigs, wagons/cranes, tanks/silos, metal structures.
3. By Routes: interregional and international directions (country → country, city → city), crossings via checkpoints/ports.
4. Fleet and Special Equipment: low-bed platforms, deep trailers, modular axles, ballast, spreader beams, chevron plan.

Each level received its own templates: advantages blocks, specifications, FAQ replacement “How it works in 5 steps,” loading photo/video, and related case studies.

Technical Improvements

• Speed: critical CSS, deferred widget loading, WebP/AVIF, lazy-loading, HTTP/2 push, merging small scripts. LCP 1.9–2.4 sec, CLS
• Indexing: clean robots.txt, dynamic sitemap per section, correct canonical, removal of thin and duplicate pages.
• Schema Markup: Organization, LocalBusiness (offices and equipment bases), Service (by services), BreadcrumbList, FAQPage (process of transportation, permits, deadlines).
• Security and Stability: HSTS, updated TLS, bot protection on forms, server caching + CDN for static resources.

Commercial Factors and Conversion

• Forms: reduced to 4 fields: name, phone, cargo type, city/route. Extended fields open on “specify” click.
• Quick Contacts: fixed panel “Call / WhatsApp / Request Quote”.
• Transparency: published SLA for response, route approval process, permit timelines, traffic authority coordination, escort, night windows.
• Trust: scans of licenses, insurance policies, list of partners for escort/line lifting, photos of protective columns, safety checklist.
• Case Studies: “before/after” cards: weight, dimensions, route, equipment involved, cycle time, non-standard solutions (detours, crossings, bridges).

Semantics and Content

Semantics divided into clusters by intent:

• Service Type: “oversized transport”, “heavy cargo transportation”, “low-bed trailer order”.
• By Cargo: “80t transformer transport”, “excavator delivery on trailer”, “4m diameter tank transport”.
• By Routes: “oversized Moscow — Kazan”, “heavy cargo Saint Petersburg — Murmansk”, “oversized Minsk — Brest”, “SPb → Finland”.
• Stages and Regulations: “special permit processing”, “route approval”, “traffic escort”, “detour planning”.

Landing pages with clear specs, diagrams, and checklists were created for each cluster. Content focuses on “how the task is solved,” not “about the company”: road restrictions, allowable axle loads, overhead clearances, narrow sections, platform selection factors. Pages include interactive maps of complex sections and photo case studies.

Route Landing Pages

Landing pages created in “city ⇄ city” and “country ⇄ country” formats with real obstacles on the route (turns, bridges, tolls, checkpoints). Added “route specifics” and “time schedule” blocks.

Local SEO and Maps

• Unified NAP in all directories, consistent microdata, correct hours and categories in maps.
• Photos of equipment and bases, field news posts, Q&A.
• UTM tracking for calls from maps, redirecting to call tracking numbers linked to the city.

UI/UX Details Affecting Revenue

• Sticky CTAs on mobile, large clickable zones, phone number clickable.
• “How much does your cargo weigh?” — hints for typical values and axle load calculation examples.
• “Request loading scheme” and “Get quote template” widgets in one click with email delivery.
• Breadcrumbs and “back to section” links to avoid losing users in deep hierarchy.

Analytics and Attribution

• Events: phone click, form submission, TDS download, scheme request, map open.
• End-to-end attribution: UTM/Ref → lead → CRM status (“qualified”, “quote”, “offer”, “contract”).
• BI dashboard: inquiries by clusters, form conversion, time to callback, lead and deal cost.

Content Assets

• Guides: “How to prepare a site for loading,” “How to measure dimensions,” “How to calculate height with platform.”
• Templates: quote request templates, cargo inspection checklist before loading.
• Videos: time-lapse of loading, escort, bridge crossing.

Results After Implementation

• Organic traffic for “commercial” clusters increased due to cargo type and route landing pages.
• Mobile inquiry share increased thanks to speed improvements and one-screen forms.
• Time to first response decreased due to WhatsApp initiators on Thank-you page.
• Case study cards started generating warm leads with “do like them” requests — improving lead quality.

What Matters to the Business Owner

• Purchase-intent leads: Visitors see technical details and work plan, trust is higher.
• Controlled economy: Visibility into which queries generate deals and which are just informational.
• Scalability: Structure allows quick creation of new landing pages: “cargo × route × weight”.
• Shorter communication: Forms and templates reduce unnecessary “clarification” calls.

Conclusion

The “SpecTyazh” website ceased to be a “brochure” and became a working sales tool. Landing pages were created for real queries, mobile speed is in the green zone, forms are short and clear, and case studies include numbers and diagrams. The result — more organic inquiries, higher deal confirmation, and transparent analytics for each channel.