Common Mistakes Freight Forwarding Companies Make When Creating a Website

Many freight forwarding companies in Tanzania finally decide it's time to get a website — but then rush the process or choose the cheapest option available.

The result? A website that looks fine on the surface but fails where it matters most — bringing in clients.

Let's go over the biggest mistakes freight forwarding companies make when building a website (and how you can avoid them).

1. Treating the Website Like a Brochure

Your website shouldn't just sit there listing your services. It should sell, educate, and convert.

Too many companies put up 3 pages — "About Us", "Services", "Contact" — and call it a day. That's not enough anymore.

Your website should include:

• A clear "Request a Quote" or "Book a Shipment" button
• Real examples of clients or shipments you've handled
• Blog posts answering client questions ("How to import from China to Tanzania", etc.)
• Strong SEO so clients can find you on Google

Your website should work as your digital sales rep, not just a digital poster.

2. Copying Competitors

It's common — many freight forwarders see another company's site, like it, and tell a designer: "Just make mine look like this."

But copying another company's site doesn't help your business stand out. Worse, it makes you look less professional.

Your website should:

• Reflect your brand and personality
• Use unique content that's written for your services
• Include your photos, not random stock images

Clients can tell when something looks fake — and that instantly kills trust.

3. Skipping SEO (Search Engine Optimization)

This is one of the biggest mistakes in Tanzania's logistics industry. Many websites look good, but no one ever visits them because they aren't optimized for search engines.

If your site doesn't show up when someone Googles "freight forwarding Tanzania" or "shipping company Dar es Salaam", then it's not doing its job.

Good SEO ensures that:

• You appear on Google when clients search for your services
• You get organic traffic (free leads!)
• Clients find you instead of your competitors

**Tip:** Every website should launch with basic SEO setup — meta titles, descriptions, and targeted keywords.

4. Ignoring Mobile Users

Over 80% of Tanzanian internet users browse on their phones. If your website isn't mobile-friendly, you're losing most of your potential leads instantly.

A proper logistics website should:

• Load fast on 3G and 4G
• Be easy to navigate with one thumb
• Have a clear "Call" and "WhatsApp" button
• Show forms that fit perfectly on mobile screens

If clients have to pinch and zoom to fill your form — they'll just leave.

5. Forgetting to Add a Quote Form

This is a small mistake with a huge impact. A website without a quote or contact form is like a shop without a door.

You need a simple, visible button that says "Request a Quote" — placed in multiple spots across your site.

**Pro tip:** Keep it short — name, email, type of shipment, and destination. The easier the form, the more likely people will fill it out.

6. Using Low-Quality Images and Text

Your website's photos and words tell your story. Bad writing and blurry images send the wrong message.

**Avoid:** ❌ Photos from random Google searches ❌ Long, boring paragraphs full of jargon ❌ Typos or unclear contact info

**Instead:** ✅ Use real photos from your operations ✅ Write in a natural, friendly tone ✅ Keep it clear and confident

7. Not Working With a Professional Designer

The last — and often biggest — mistake is trusting your online presence to someone with no strategy.

A friend who "knows a bit of design" or a cheap freelancer might get the site live — but it won't perform.

Professional web designers:

• Understand how clients think
• Build with SEO and conversions in mind
• Make your brand look established and global

Your website is often your first impression — it's worth doing right the first time.

Final Thoughts

Building a website for your freight forwarding company shouldn't just be about being online — it should be about getting results.

Avoiding these mistakes can mean the difference between a site that gets no traffic and one that becomes your company's best salesperson.