Northbeam Supply · Logistics
Rebuilding a logistics marketplace as a content engine
3.1× organic sessions in seven months
- Client
- Northbeam Supply
- Industry
- Logistics
- Delivered
- Stack
- Next.jsSanityTypeScriptTailwind CSSVercelPostgreSQL
// results
- +210%
- Organic sessions
- 2,400+
- Indexed pages
- 1.4s
- Mobile LCP
- −46%
- Cost per booking
// the project
Overview
Northbeam Supply connects mid-market shippers with regional freight carriers across the North Atlantic corridor. They had a functioning marketplace and almost no organic presence — every booking came from paid search, and the cost per acquisition had doubled in eighteen months.
We rebuilt the public site as a content engine: a Next.js front end on Sanity, a route-level programmatic architecture, and an editorial layer their operations team could actually maintain.
The challenge
The old site was a single-page application behind a login wall. Search engines saw a shell, a spinner and nothing else. The few marketing pages that did render were built as one enormous template with no headings, no canonical strategy and a sitemap that had not regenerated since launch.
- Roughly 40 indexable URLs against a market with thousands of viable route queries.
- Mobile LCP of 6.4s, driven by an unoptimised hero video and render-blocking fonts.
- No way for the operations team to publish anything without an engineer.
The solution
A crawlable architecture first
Every lane became a real, server-rendered URL with its own metadata, structured data and internal links — generated from the same data the marketplace already held, so the pages stayed accurate without anyone maintaining them.
An editorial layer on top
Sanity gave the operations team a schema shaped like their work: route guides, capacity reports, and a customs explainer series. Publishing triggers a webhook that revalidates exactly the affected routes, so a correction is live in seconds.
Performance as a constraint
The hero video went; a static AVIF hero with a blur placeholder replaced it. Fonts moved to self-hosted subsets. The result was a mobile LCP under 1.4s across every template, which is where the ranking gains actually came from.
// screens
// what they said
“We had been told for years that our stack made SEO impossible. Seven months later organic is our largest channel and our ops team publishes without asking anyone for help.”
// live site
See Northbeam Supply in the wild.
The work is live and still running. Have a look, then tell me what you are building.
