RFQ submissions up 3.1x for a Navi Mumbai 3PL, from JNPT importers and exporters.

The challenge

JNPT moves more containers than any other Indian port, and a Navi Mumbai 3PL built its business handling the customs clearance and last mile work around that traffic. New accounts still came almost entirely through referrals and tenders, and between cycles the firm paid to appear on paid logistics directories just to stay visible to anyone searching for a clearance partner.

Importers and exporters comparing a JNPT adjacent logistics partner searched for that exact service before they ever opened a tender, and found the firm only on the directories it paid to list on, never on its own site. That meant every enquiry the directories sent came at a fee, and any importer who skipped the directories and searched directly never found the firm at all.

The approach

Webzenia researched how importers and exporters search when comparing a JNPT adjacent clearance partner, using Ahrefs and Google Search Console to surface the container type, customs and service terms behind that search.

The team built service and solution content around those exact terms, one page per clearance and handling service, written for a shipper's logistics manager weighing several vendors, not a general visitor browsing a homepage.

A technical audit flagged the PageSpeed and indexing gaps slowing the site on mobile, where much of the early research happens from a port office or a warehouse floor rather than a desk, and the team fixed them so the new content actually loaded fast enough to be read.

The new pages were built to compete directly with the paid directories the firm had relied on, so search traffic could start replacing a channel the firm paid for on every single enquiry.

The results

Port and customs clearance RFQ submissions grew 3.1x over eight months. Enquiries started arriving from importers and exporters the firm had never paid a directory to reach.

22 JNPT adjacent solution terms reached the top three results. A shipper researching a specific clearance or handling service now finds a page built for that exact question.

Cost per RFQ fell 44% against the paid directory listings the firm used to rely on, and organic now accounts for 38% of new RFQs, a channel that did not cost a fee for every enquiry it produced.

The stack behind it

• AhAhrefsSearch
• GSGoogle Search ConsoleSearch
• GAGA4Analytics
• LSLooker StudioReporting