Client partnership
Two audiences, one credential, no compromise.
A logistics consultancy with two very different buyers and one founder credential strong enough to anchor both. The build separates the funnels, not the brand.
In numbers
- Distinct audiences, each treated as the primary buyer
- 2
- Service lines, each written for one buyer
- 4
The dual-audience problem
Consultancies are tempted to widen the funnel: list every possible customer, hedge every claim, write a homepage that says “we work with everyone.” It feels safe. It is the surest way to lose both audiences.
Logistics Assistance Now genuinely serves two different operators. Brokerage firms need process, distribution, back-office and procurement support. Independent owner-operators need compliance, dispatch and the business mechanics of running a single rig. Their vocabulary, their problems and their buying criteria are different. A site that flattens them into “logistics solutions for businesses” loses the specificity that makes either one trust it.
The founder as the spine
The founder, Lisa Boerger, is a US Air Force veteran with more than thirty years across procurement, distribution and freight, and the business holds veteran-owned and woman-owned certifications. That isn’t a sidebar fact. It is the load-bearing claim of the whole brand.
So we built around it. The founder’s story sits early in the site, not under the services. Credentials are named specifically rather than softened into “experienced operator”. The certifications appear where they affect a buying decision: for brokerages they can mean contracting eligibility, and for owner-operators they are shorthand for someone who has been tested.
Four offers, four buyers
Instead of one “logistics consulting” service, the site presents four lines, each written for one buyer: brokerage process consulting, independent contractor onboarding and compliance, dispatch and back-office support, and freight operations advisory. The owner-operator never has to wade through brokerage vocabulary to find out if a page is for them. The site does the routing so the founder doesn’t have to.
The right next step
For a credentialed, founder-led service business, “buy now” is the wrong call to action. The site sells a consultation, which filters for intent, gives the credentials room to do their work, and settles fit before either side spends real time.
The site doesn’t replace what Lisa does. It clears the path to her.
The site finally talks to both my audiences without making either of them feel like an afterthought.