melzlogistics.com
Lead designer & developer
Designed the UI/UX in Figma and implemented the site in WordPress; collaborated closely with the client’s project manager to align content, trust signals, and conversion goals.
TLDR~
Designed and built Melz Logistics’ WordPress site to clearly communicate freight forwarding services and lead visitors to request quotes a conversion focused redesign that achieved an 89% conversion rate through tighter messaging, trust signals, and streamlined CTAs.
Goals
Clarify service offering so visitors immediately understand Melz’s freight forwarding and logistics capabilities.
Increase quote requests and leads by reducing friction between discovery and contact.
Build trust for first time shippers with clear credentials, service areas, and process explanations.
Deliver a maintainable WordPress site the client can update via their project manager.
Optimize for conversion across desktop and mobile with fast load times and clear CTAs.
How it went
Discovery & alignment: Worked with the client’s project manager to audit existing content, identify high value user intents (quote, track shipment, contact), and prioritize messaging that reduces hesitation.
Design in Figma: Created a focused information architecture and component library (hero, services, process, testimonials, contact) to make the value proposition scannable and the path to a quote obvious.
WordPress implementation: Built the site in WordPress, mapping Figma components to reusable templates and blocks so the client could update services and case studies without developer help.
Conversion optimization: Placed primary CTAs (Get a Quote / Contact) in the hero and repeated them at logical intervals; simplified the quote path to minimize fields and steps.
Trust & credibility: Highlighted service areas, client logos, and a clear process to reassure first‑time shippers and reduce perceived risk.
Collaboration & iteration: Ran quick A/B checks with the project manager on headline variants and CTA copy; iterated until the higher performing variants were stable.
Outcome & handoff: Delivered the WordPress site and a short maintenance guide; the client’s PM continued content updates while conversion remained high.
Deliverables
Figma source file with component library and responsive layouts.
Production WordPress site with reusable templates and block patterns.
Quote request flow optimized for minimal friction.
Trust elements: service areas, process steps, testimonials/logos.
Handoff docs for the client project manager: how to update content, swap hero CTAs, and add case studies.
Post‑launch support: quick iterations on headline/CTA copy with the PM to reach the 89% conversion target.
