Ocean Freight Shipping Website Structure Guide
A well-structured site for ocean freight forwarders organizes around trade-lane coverage pages, FCL vs LCL explainer pages, customs clearance pages, transit-time and rate pages — with clear navigation to each, not buried behind a generic "Services" menu.
What the top-level navigation should include
Each of these deserves its own clear place in navigation, not a sub-menu three clicks deep:
- trade-lane coverage pages
- FCL vs LCL explainer pages
- customs clearance pages
- transit-time and rate pages
Where most sites get the hierarchy wrong
No trade-lane-specific content, when "do they actually move freight on my specific route" is the first qualifying question an importer asks.
URL structure
Keep URLs short, descriptive, and matched to the page's actual content — a URL that matches the page's real topic (rather than an internal project code or generic ID) helps both visitors and search engines understand the page before they even click.
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