Brown Integrated Logistics Case Study

From Fragmented Web Presence to a Unified Digital Brand

How Farmers Marketing helped a large logistics company consolidate two disconnected websites into one professional, HubSpot-powered platform — and start generating real inbound leads.

2
Sites Consolidated Into One
42%
Increase in Clicks (First 28 Days Post-Launch)
80%
Increase in Impressions (First 28 Days Post-Launch)
10+
Inbound Inquiries Per Day

Background: A Great Company With a Digital Presence That Wasn't Keeping Up

Brown Integrated Logistics is a full-service logistics provider with over 1,200 team members, 29 locations nationwide, and a portfolio spanning asset-based transportation, contract warehousing, freight brokerage, and aviation logistics. Brown Integrated Logistics serves household-name clients such as Nestlé, Georgia-Pacific, United Airlines, and International Paper. Brown has decades of operational excellence and a hard-earned reputation in the industry.

But their digital presence wasn't reflecting any of it.

Brown operated two separate, disconnected websites — one for Brown West Logistics (contract warehousing and brokerage) and one for Brown Integrated Logistics (the broader corporate entity). The sites were built on different platforms, carried different visual identities, and spoke to different audiences. Neither told a coherent story about what Brown actually offers, and critically, neither was generating meaningful inbound leads.

The Brown West team had already started to see what was possible when marketing was done right. Don, who oversees marketing for Brown West, had been working within HubSpot and building content that was beginning to drive traffic and early wins — including a major account that generated roughly $1M in warehousing revenue in a single year. That success made the case for doing it properly across the entire company.

The opportunity was clear: consolidate both websites into a single, unified platform — and build it on a foundation of real strategy, clear messaging, and the right technology.

That's when they brought in Farmers Marketing.

The Challenges

Two Websites Competing With Each Other

The Brown West Logistics site and the Brown Integrated Logistics site operated as separate digital entities — different platforms, different brand voices, and separate traffic that wasn't compounding. Rather than presenting a unified picture of Brown's capabilities, the two sites created confusion and split whatever SEO authority was being built.

Generic Messaging That Didn't Speak to Buyers

The existing sites relied on copy written from the inside out — describing services the way logistics operators think about them rather than addressing the actual problems their buyers are trying to solve. Without a clear messaging framework, the sites couldn't convert visitors into leads even when they landed there.

Limited Ability to Update and Own the Site

Amanda, who manages marketing communications for Brown Integrated, couldn't make meaningful changes to the legacy site without outside help. "I could update words on the page, but I couldn't even update the size of the words," she noted. The team needed a platform they could actually own and operate without depending on an agency for basic updates.

No Visibility Into Lead Sources or Buyer Behaviour

Without a proper CRM-connected website, there was no way to see where leads were coming from, how visitors were moving through the site, or which pages were driving real business interest. Every win felt anecdotal, and making the case for continued marketing investment was difficult.

Recruitment Running Through External Platforms

The careers section was directing candidates off-site to job boards like Indeed, sending potential applicants straight into a feed of competitor openings. There was no owned recruitment hub, and HR had to manage multiple external platforms to track applicants.

What Farmers Marketing Did

Farmers Marketing approached this as a full strategy and built engagement — not just a website project. The work spanned messaging strategy, site architecture, content, SEO, development, and recruitment marketing.

StoryBrand Messaging Workshop

We facilitated a structured messaging workshop with Brown's leadership and marketing team using the Building a StoryBrand framework. The goal was to get clear on who Brown's ideal customer is, what problems they're actually trying to solve, and how to position Brown as the trusted guide — not just another logistics vendor. The output was a complete messaging architecture: one-liners, service descriptions, and a customer narrative that runs consistently across the entire site.

Unified Site Architecture

We mapped out a consolidated site structure that brought both Brown West and Brown Integrated under a single digital home at brownintegratedlogistics.com. Pages were organized by service line (transportation, dedicated contract carriage, freight brokerage, contract warehousing, public warehousing, aviation logistics) and by industry vertical (paper and packaging, food and beverage, CPG, aviation, automotive, healthcare, heavy equipment) — giving every type of buyer a clear, relevant path through the site.

Full HubSpot CMS Build

Farmers Marketing designed and developed the complete new site within HubSpot CMS. This replaced both legacy platforms with a professional, modern site featuring custom design, industry-specific landing pages, animated sections, a careers hub, a blog and resources section, and clear "Request a Quote" conversion paths throughout. Building in HubSpot also means Brown's team can now make updates themselves — drag-and-drop simplicity, no developer required.

SEO Foundation and Keyword Strategy

Our SEO specialist built a keyword strategy aligned to how Brown's buyers actually search — covering high-value terms across all service lines and industries. This included resolving the content structure across both legacy sites, ensuring existing blog posts and pages migrated correctly and continued to drive traffic rather than disappearing in the consolidation.

Domain Migration and Redirect Strategy

Moving from two legacy sites to one unified domain required a careful 301 redirect plan. We mapped high-value URLs from both sites to their new equivalents, preserving the SEO equity Don's team had built on the Brown West side over the years of consistent content publishing.

Careers Section and Recruitment Infrastructure

We built a dedicated careers hub with individual job category pages — keeping candidates on Brown's own site rather than sending them to Indeed. The new section integrates directly with HubSpot, routing applications automatically and giving HR a single place to manage incoming candidates. Resume upload forms are embedded directly on role-specific pages, reducing friction for applicants and workload for the HR team.

HubSpot Lead Tracking and Form Integration

All forms on the new site route into HubSpot, giving Don and Amanda full visibility into where every lead comes from, what pages they visited before converting, and how they should be routed internally. This kind of attribution — connecting a specific visitor's journey to a specific inquiry — is what makes it possible to demonstrate marketing ROI to leadership over time.

Results

Immediate Traffic Gains

Within the first 28 days of the new site going live, Brown saw a 42% increase in organic clicks and an 80% increase in impressions in Google Search Console. As Amanda explained, part of that is a direct result of consolidating both URLs — the combined authority of the two sites, combined with stronger and more strategically written content, is showing up immediately in search.
Don noted the compounding effect of migrating existing content correctly: blog posts he had written for the Brown West site — including pieces on logistics pricing — were now appearing in the top traffic drivers for Brown Integrated, validating that the redirect and migration strategy worked.
"I'm even seeing some [old posts] pop up that were kind of slowing down," Don said. "I think combining the two websites has given us more authority."

Consistent Inbound Lead Volume

The new site began generating inbound inquiries immediately after launch — averaging more than 10 inquiries per day across job applications, sales leads, and general contact form submissions. Don acknowledged that filtering takes some practice, but the volume itself is a meaningful shift from the period before the new site existed.
"We're getting at least 10 inquiries a day," Don noted. "And we've already had some really significant enterprise-level RFPs come through from organic search — the kind of opportunities that could pay for this entire project many times over."

Enterprise-Level RFPs From Organic Search

Within weeks of launch, Brown received inbound RFP inquiries from major enterprise brands discovered through organic Google searches. Don confirmed HubSpot could trace these contacts directly back to organic search, with visitors beginning on the homepage and navigating to the client portal before converting through the contact form. This kind of traceable, attributable lead generation from the website was not happening before.

HR Is Seeing Real Results in Recruitment

The new careers section is delivering results for the HR team. Since launch, Brown has received a significant increase in direct resume submissions through the site — applications routed straight to HR without the friction of external job boards.
"HR is really happy with the flow of it," said Amanda. "It eliminates them having to go out to all these other job boards. It's so much easier to share a link that looks like us."
The HR Manager confirmed the team's satisfaction with the new process. The shift from routing candidates through Indeed and other external platforms to keeping them on Brown's own site also means applicants are experiencing the Brown brand throughout the process — not being distracted by competitor listings.

A Marketing Platform the Team Owns

One of the most practical outcomes of the project is that Brown's marketing team can now operate independently. Amanda, who previously couldn't change text styling on the legacy site without outside help, now has full access to update pages, publish blog posts, adjust layouts, and add new content as the business evolves.
"That was definitely an issue with our previous website," she said. "I absolutely needed a solution and a platform that would allow those kinds of things."
Don pointed to the HubSpot CMS editor specifically: "If you can use Word, you can update the website. It's very WYSIWYG."

A Foundation for Lead Gen at Scale

With both sites now unified, Brown has the infrastructure in place to run integrated lead generation campaigns across all divisions — something that was structurally impossible before. Don and Amanda are already planning how to present marketing ROI to the broader leadership team, using HubSpot's lead source attribution to tie inbound activity directly to closed business.
"The more stories we can tell — here's what we did, this is a direct result — the easier it is to make the business case for investing in more," said Don.

What the Team Had to Say

"We've had a 42% increase in clicks and an 80% increase in impressions in the past 28 days. It's really good to see those trending upward."
— Amanda Mainor, Brown Integrated Logistics
"HubSpot allows us to do so much more. There's not a ton of platforms that allow you that level of dynamic customization of your website based on behaviour."
— Don Friddell, Brown West Logistics
"I would have no hesitation to recommend you guys at all."
— Don Friddell, Brown West Logistics
"It's so much easier to share a link that looks like us."
— Amanda Mainor, Brown Integrated Logistics

The Bigger Picture

Brown Integrated Logistics came to Farmers Marketing with a real business challenge: a company built on six decades of operational excellence that wasn't showing up online the way it deserved to. Two disconnected sites, generic messaging, no visibility into lead sources, and almost all new business flowing through costly third-party channels.

What we built together is more than a new website. It's a marketing foundation — a unified digital home on HubSpot CMS, built on StoryBrand messaging, backed by a real SEO strategy, and designed to generate leads across every Brown division. The early results are already pointing in the right direction: traffic up, leads coming in, enterprise RFPs landing in the inbox, HR getting the recruitment volume it needs, and a team that can now run its own digital presence without depending on anyone else to do it.

For a company with the team, the clients, and the track record that Brown has, that foundation changes everything.

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