At Critchfield Consulting, our recent collaboration with Robertson Williams Transport (RWT) stands out as one of the most unique and rewarding experiences we’ve had working in the digital marketing and website development arena.
We couldn't have asked for a better client to work with than Chris Van Meerhaeghe, the Vice President and Chief Operating Officer at RWT, and her immediate team. Their openness to collaboration and innovation made this project a true success.
A New Approach to Web Development
Unlike our traditional projects where we handle custom web design, development, and programming in-house, this engagement was different. Chris already had an established relationship with Glenn Crocker, a web developer at Net Mud, who had worked on RWT’s previous website and those of their sister companies. Rather than replacing their existing team, we embarked on a new endeavor to work with them.
Initially, we anticipated challenges in achieving the desired design aesthetics, conversion elements, and search engine optimization (SEO) results. However, this partnership turned out to be an incredible learning experience that ultimately led us to discover a new secondary design resource, allowing us to now be able to offer template-based website designs at a lower price point for our consulting clients, expanding our service capabilities.
While this project is still fresh, ongoing analysis will determine how well the new site performs in search rankings and user engagement. Nonetheless, we are confident that RWT is poised to revolutionize the fuel transportation industry in the Midwest with its enhanced digital presence.
About Robertson Williams Transport (RWT)
RWT is a premier Midwest trucking company specializing in the bulk transportation of refined HAZMAT petroleum products and fuel delivery services across Kansas, Missouri, Iowa, and Illinois. They serve fueling stations, municipalities, bulk plants, and gas/truck stops with safe and reliable transportation of gasoline, diesel, biodiesel, ethanol, propane, and diesel exhaust fluid (DEF).
Additionally, RWT also incorporates a specialized jet fuel transportation division, delivering high-octane jet fuel and aviation gas (AvGas) to the aviation industry, military installations, and civilian airports.
Our Key Contributions
- Website Evaluation & Strategy: We conducted one of our signature website evaluations and identified key areas for improvement. The previous website was outdated, lacked critical conversion elements, and was missing essential content, service pages, and company information.
- Content & Design Enhancements: We worked alongside their existing web development team to improve site structure, navigation, and user experience.
- Photography and Videography Elements: Working with RWT, we provided them new customized video and imagery assets that showcase the companies new logo and updated trailers, tankers, employees and service shops.
- Google My Business (GMB) Optimization: We assisted RWT in acquiring more customer reviews and improving their online reputation.
- Citation Directory Listings: Through our business account with YEXT, we were able to clean up RWT’s local listings getting them up to date across a multitude of directory’s.
- Social Media Expansion: Our team helped RWT expand their social media reach to better engage with their audience.
- SEO & Organic Search Performance: We focused on optimizing their website for better rankings, ensuring higher visibility in search engine results based upon their exact services.
This project not only strengthened RWT’s digital footprint but also set the foundation for their continued growth in the transportation industry. We’re excited to see how their enhanced online presence drives business success in the years to come!
