How an On-Demand Delivery Platform Built a Marketing Engine from Scratch and Claimed #1 Rankings
FRAYT had the technology, the driver network, and the ambition to become the go-to last-mile delivery marketplace — but no marketing infrastructure to get there. The Robinson Agency built their website from scratch, published 112 articles, deployed SEO and paid campaigns, and grew organic traffic 110% year-over-year — turning a startup with zero digital presence into a brand that ranks for 4,200+ keywords and gets cited by AI platforms 211 times.
FRAYT — The On-Demand Delivery Marketplace Connecting Shippers with Capacity from Coast to Coast
FRAYT is a Cincinnati-based logistics technology company that built an entirely new model for on-demand delivery. Their marketplace platform connects shippers — from retailers and distributors to 3PLs and manufacturers — with a vetted network of over 12,000 independent drivers across 50+ U.S. markets, offering everything from same-day rush to scheduled multi-stop routes.
Founded in 2018 by CEO Luke Denny and CDO Josh McCord, FRAYT emerged from a simple insight: businesses needed flexible, professional delivery without the overhead of building their own fleet. The platform handles the entire workflow — booking, dispatch optimization, real-time tracking, and driver management — through a single interface that integrates directly into shipper TMS systems via API.
What sets FRAYT apart is the quality of the network. Drivers pay to join the platform, creating a self-selecting pool of professionals. The support team isn’t a faceless call center — shippers talk to the same people every time, building real relationships. And FRAYT’s vehicle optimization technology matches shipments to the right vehicle size using cubic volume calculations, so customers never pay for capacity they don’t need.
Luke Denny
Co-Founder & CEO, FRAYT
Josh McCord
Co-Founder & CDO
Emma Sweeney
Marketing Specialist
2018
Founded in Cincinnati, Ohio
12,000+
Vetted drivers nationwide
50+
U.S. markets served
$7M
Series A funding raised
The Partnership
From Squarespace to a Full-Stack Marketing Operation
The engagement began in early 2023 when FRAYT’s VP of Marketing, Jim Waters, reached out to The Robinson Agency. FRAYT had raised a $7M Series A, their driver network was scaling fast, and their platform was ready for enterprise-grade demand. But their marketing infrastructure wasn’t keeping pace. The website was on Squarespace. There was no content program. No keyword strategy. No lead tracking. No way to measure what was working.
TRA’s scope from day one was comprehensive: a complete website redesign and migration to Webflow, a full content marketing program with eight monthly articles, quarterly high-touch assets, a technical and ongoing SEO program with guaranteed backlink delivery, press release distribution, dashboard reporting, and social media support. This wasn’t a single deliverable — it was the deployment of an entire marketing department.
The onboarding kicked off on April 5, 2023 with a team that included Adam Robinson (CEO & Strategist), Graham Holmes (Account Manager), James Koene (SEO), Amanda Polk (Creative Director), and Brittany Mayo (LogTech Copywriter). FRAYT brought Jim Waters and Emma Sweeney. By Month 2, content was in production. By summer, the new website was live. And the partnership has continued to grow — through a 2.0 expansion, a rebrand, new landing pages, Google Ads campaigns, and a bi-weekly cadence that’s still running today.
“Raising awareness, engagement, and building relationships way before someone is ready to buy will positively impact sales and conversion efforts — but more importantly, it will validate to potential customers that FRAYT is worth a look, a call, a meeting.”
— The Robinson Agency, FRAYT Scope of Work
The Challenge
Series A Funding, Zero Marketing Infrastructure
FRAYT had just closed a $7M Series A. The product was mature. The driver network spanned 50+ markets. Enterprise prospects were starting to take notice. But when it came to digital marketing, there was almost nothing in place — and the gap between FRAYT’s product capabilities and their market visibility was growing wider by the month.
The company’s goals were aggressive: lead generation, a $25M pipeline target, and meaningful brand awareness across the logistics vertical. They were competing against well-funded platforms like Curri, Roadie, OneRail, and Mothership — companies with established content programs and SEO footprints. FRAYT needed to close that gap fast, and they needed a partner who understood the logistics market deeply enough to do it right.
No Website Foundation
Squarespace site that wasn’t built for conversion
FRAYT’s existing website was on Squarespace — a platform not built for enterprise B2B lead generation. No conversion tracking, no SEO infrastructure, no content management workflow. The site needed to be rebuilt from scratch on a platform that could scale with the business.
No Content Program
Zero organic authority in a crowded market
With no blog, no keyword strategy, and no content production pipeline, FRAYT had no organic search presence. Competitors were ranking for the terms that mattered most — last-mile delivery, on-demand logistics, fleet solutions — and FRAYT wasn’t in the conversation.
No Lead Generation
A $25M pipeline target with no engine to fill it
There was no inbound lead infrastructure. No forms capturing demand. No attribution tracking connecting marketing spend to pipeline. The sales team was working outbound, but the digital channels that should have been generating qualified inbound interest were silent.
Competitive Pressure
Well-funded rivals with established digital footprints
Curri, Roadie, Mothership, OneRail — FRAYT’s competitive set included companies with mature marketing operations and established search visibility. Without a content and SEO strategy, FRAYT was invisible in the channels where logistics buyers do their research.
The Approach
Build Everything. Build It Right. Build It to Compound.
TRA’s approach to FRAYT wasn’t incremental. The company needed a complete marketing infrastructure — not patches on what existed, but a ground-up build designed to generate compounding returns. The strategy moved through four phases, each building on the last.
Phase 1: Foundation
Messaging, intake, and content planning
The first 30 days were dedicated to onboarding: a comprehensive messaging intake capturing FRAYT’s value proposition, competitive differentiation, target personas, and brand voice. TRA built buyer personas across e-commerce, retail, manufacturing, construction, and logistics verticals — then mapped content topics to each audience’s search behavior and pain points.
Phase 2: Website
Squarespace → Webflow in 118 days
TRA designed and built a new 37-page website on Webflow from scratch — sitemap, wireframes, copy for every page, custom design mockups, development, QA, and launch. The 118-day build included milestone reviews at every stage, on-site SEO optimization, Google Analytics and Search Console integration, and a 50+ point pre-launch checklist.
With the website live, TRA launched the content production machine: eight monthly blog articles at 750+ words each targeting SEO keywords, product marketing themes, and thought leadership topics. Plus two quarterly high-touch assets — white papers, customer stories, infographics, or sales decks — and monthly press releases distributed to logistics media.
Phase 4: SEO & Paid
Technical SEO, backlinks, and Google Ads
TRA deployed a full SEO program: technical optimization, keyphrase analysis, 8–10 guaranteed monthly backlinks across multiple domain rating tiers, toxic link disavows, and ongoing rank tracking through SEMRush. As organic authority grew, TRA layered in Google Ads campaigns targeting specific vehicle types and service categories to capture demand while organic rankings climbed.
“Lead generation should focus on identifying and finding the right audience for FRAYT’s marketing and sales outreach efforts. The goal is to develop a more specific and direct communication instead of a broad-angled or general approach. Ultimately, we want to capture the specific few percent that do matter.”
— Adam Robinson, CEO & Strategist, The Robinson Agency
The Content Engine
From Zero to a Full Content Operation Across Every Channel
TRA didn’t just write blog posts for FRAYT — they built a content operation that spanned every channel a logistics buyer touches. Each piece of content was mapped to specific keywords, personas, and stages of the buyer journey, all tracked and managed through Monday.com with full visibility for the FRAYT team.
Last-Mile Delivery Authority
Core pillar content establishing FRAYT as the definitive voice on last-mile delivery operations, fleet solutions, and delivery marketplace technology.
Content demonstrating how FRAYT’s platform optimizes vehicle selection using cubic volume thresholds — from sedans to box trucks — so shippers never overpay.
ProductLanding PageAds
Middle Mile Logistics
Targeted campaign capturing search demand around middle mile operations — a growing keyword category where FRAYT could establish early authority.
SEOLanding PageBlog
Healthcare & Specialty Verticals
Vertical-specific content addressing packaging regulations, compliance requirements, and delivery protocols for healthcare and food preparation industries.
VerticalBlogThought Leadership
Google Ads & Driver Recruitment
Paid campaigns targeting both shipper acquisition and driver recruitment, including the Sedans campaign that generated 69K impressions and 1K clicks at $0.23 CPC.
What started as a ground-up build has become one of the most comprehensive marketing operations in the last-mile delivery space. FRAYT went from zero organic presence to 5,400 monthly organic visitors, 4,219 ranked keywords, and a $3,000 monthly traffic value — all verified by SEMRush as of March 2026. The compounding effects of three years of consistent content, SEO, and paid strategy continue to accelerate.
The results aren’t just vanity metrics. They represent a fundamental shift in how FRAYT goes to market: from a company that relied entirely on outbound sales to one that generates consistent inbound demand through search, content, and targeted paid campaigns — and is now being cited by AI platforms like ChatGPT, Google AI Overview, and Gemini 211 times.
5.4K
↑ +110% YoY
Monthly organic traffic from zero
4,219
↑ From 0 keywords
Organic search positions (US)
$3.0K
↑ +11.9%
Monthly traffic value
28
Good
SEMRush Authority Score
Keyword Ranking Progression
From zero organic presence to #1 positions for high-value logistics keywords
Paid Media That Compounds with Organic
As FRAYT’s organic authority grew, TRA layered in Google Ads campaigns targeting specific vehicle types, service categories, and driver recruitment. The paid strategy wasn’t a replacement for organic — it was an accelerant, capturing demand at the top of the funnel while content and SEO built the foundation underneath.
1.2K
↑ +41%
Monthly paid traffic
69K
Impressions — Sedans campaign (1 week)
$0.23
Cost per click
11+
Contacts created from Google Ads
“I think Google gives you organic search benefit when you give them money. It’s a conspiracy theory, but organic is up 110% year-over-year. We started running ads and then this happened.”
— Adam Robinson, CEO & Strategist, The Robinson Agency
AI Visibility: Showing Up Where the Next Generation Searches
Beyond traditional search, FRAYT’s content is now being cited and referenced by AI platforms — a direct result of the authority built through three years of consistent, high-quality content production. When logistics professionals ask ChatGPT, Google AI Overview, or Gemini about last-mile delivery, FRAYT shows up.
211
↑ +11.1%
AI mentions across all platforms
133
AI citations linking to FRAYT content
82
Unique pages cited by AI platforms
25
AI Visibility Score (SEMRush)
The Content & Link-Building Machine
The numbers behind the numbers: 112 published articles, 37 website pages written, 549 referring domains, and 3,100+ backlinks — all built methodically over three years through TRA’s content production pipeline managed in Monday.com.
112
Articles published via content program
37
Website pages written by TRA
549
Referring domains acquired
3.1K
Total backlinks built
110% Organic Traffic Growth
The compounding power of consistent execution
FRAYT’s organic traffic grew 110% year-over-year — from a domain that had virtually no organic presence before TRA. The growth didn’t come from one tactic. It came from the compounding effect of 112 published articles, 549 referring domains, technical SEO optimization, and a 37-page website built specifically to rank and convert.
37-Page Website Built from Scratch
From Squarespace to a conversion-ready Webflow platform
TRA didn’t just redesign a website — they wrote every word of copy, designed every page, and built a 37-page Webflow site with integrated analytics, HubSpot connectivity, conversion tracking, and a content architecture designed to compound SEO value for years to come.
The Website
37 Pages Written, Designed & Built from Scratch
When FRAYT engaged TRA, they were running on a basic Squarespace site with no SEO foundation, no conversion architecture, and no content strategy. TRA wrote every word of copy, designed every page, and built a 37-page Webflow site from the ground up — with integrated analytics, HubSpot connectivity, conversion tracking, and a content architecture designed to compound SEO value for years.
The Webflow Build
frayt.com rebuilt from scratch — migrated from Squarespace to a fully optimized Webflow platform with on-page SEO, Google Analytics, Search Console integration, and HubSpot forms wired for lead attribution.
Homepage
Industrial Supply
Blog & Resources
Full Site Architecture — 37 Pages
Every page was written by TRA, from headline to CTA. The site architecture was designed to serve three audiences: shippers looking for delivery solutions, 3PLs and brokers seeking fleet augmentation, and drivers looking to join the platform. Each section maps to a buyer journey with targeted messaging, SEO-optimized copy, and conversion paths.
🏠
Core Pages
Homepage, Platform, Industries Served, About Us, Request Demo, Apply
Fleet Augmentation, API Integration — built for partner-side conversion
2 pages
👤
About & Company
Leadership, Location & Hours, Careers, Partners
4 pages
🚗
Driver Recruitment
Why Drive, Qualifications, Cities, Box Trucks, FAQs, Apply Now
6 pages
📚
Resource Hub
Blog, Press Releases, Case Studies, News
4 pages
📈
Landing Pages
Last Mile Delivery, Middle Mile — SEO-targeted pages added post-launch
2+ pages
“We didn’t just build a website — we built FRAYT’s entire digital foundation. Every page was written to rank, designed to convert, and architected to compound value over years. The Squarespace site they had before couldn’t do any of that.”
— Adam Robinson, CEO & Strategist, The Robinson Agency
The Timeline
Three Years of Building, Compounding, and Expanding
The FRAYT engagement is a case study in what happens when a logistics company commits to a long-term marketing partnership. Each phase built on the last, and the compounding effects of consistent execution have created a marketing asset that continues to appreciate in value.
March 2023
Service Agreement Signed
FRAYT engages TRA for a comprehensive marketing build: website, content, SEO, design, and reporting. Jim Waters (VP of Marketing) leads from the FRAYT side.
April 2023
Onboarding & Messaging Intake
Full onboarding kick-off. TRA team completes comprehensive messaging intake, builds buyer personas across six verticals, conducts keyphrase analysis, and creates the content plan in Monday.com.
April – July 2023
Website Design & Development
118-day website build: sitemap, page copy, design mockups, Webflow development, milestone reviews, QA, and launch. Migration from Squarespace to a fully optimized Webflow site with on-page SEO, Google Analytics, and Search Console integration.
Summer 2023
Content Production Launches
Eight monthly articles begin publishing. SEO backlink program activates with 8–10 guaranteed monthly links. Press releases begin distribution. Dashboard reporting goes live in Looker Studio.
2024
Organic Growth Accelerates
Keyword rankings climb steadily. FRAYT claims #1 for “freight delivery app” and begins ranking for increasingly competitive terms. Content library grows. Quarterly high-touch assets support sales enablement.
Early 2025
FRAYT 2.0 — Expanded Engagement
FRAYT expands scope with a 2.0 intake form reflecting evolved positioning: “tech-first delivery marketplace” language, refined competitive differentiation, expanded vertical targeting across healthcare, construction, and manufacturing.
May 2025
Google Ads Launch & Organic Milestone
TRA launches targeted Google Ads campaigns including the Sedans campaign (69K impressions, $0.23 CPC). Organic traffic hits 46% year-over-year growth. New landing pages for middle mile and last mile go live. Case studies with Flexport and Smart Cargo in development.
November 2025
Continued Optimization & Website Evolution
Bi-weekly meetings continue with Emma Sweeney leading from FRAYT. HubSpot integration refined for ad attribution. Google Ads showing 11+ contact conversions. Content strategy expanding into healthcare and meal prep verticals. Website homepage refresh underway based on CEO feedback.
2026
Partnership Continues
Three years in and the engagement continues to expand. New campaigns, new verticals, new landing pages, and a marketing foundation that compounds with every month of consistent execution.
The TRA Team
The Marketing Department Behind FRAYT’s Growth
The Robinson Agency operates as FRAYT’s embedded marketing department — a full-stack team of logistics marketing specialists who understand the industry, the buyers, and the technology. This isn’t outsourced marketing. It’s the deployment of a team that speaks the language of supply chain professionals because that’s all they do.
AR
Adam Robinson
CEO & Strategist The Robinson Agency
GH
Graham Holmes
Account Manager & Content Outliner
BS
Bobby Samuels
Account Manager & Content Lead
“With over 60 years of combined experience in the global supply chain, freight, and logistics market, The Robinson Agency team provides informed and creative content and digital marketing services for supply chain, freight, and logistics providers. Our focus is strictly on supply chain, freight, logistics, transportation, and related technologies — that’s what we know and all we do.”
— The Robinson Agency
Ready to Build Your Marketing Engine?
FRAYT went from zero marketing infrastructure to #1 organic rankings in under three years. If your logistics company is ready to stop relying on outbound alone and start building demand that compounds, let’s talk.
What started as a ground-up build has become one of the most comprehensive marketing operations in the last-mile delivery space. FRAYT went from zero organic presence to 5,400 monthly organic visitors, 4,219 ranked keywords, and a $3,000 monthly traffic value — all verified by SEMRush as of March 2026. The compounding effects of three years of consistent content, SEO, and paid strategy continue to accelerate.
The results aren’t just vanity metrics. They represent a fundamental shift in how FRAYT goes to market: from a company that relied entirely on outbound sales to one that generates consistent inbound demand through search, content, and targeted paid campaigns — and is now being cited by AI platforms like ChatGPT, Google AI Overview, and Gemini 211 times.
5.4K
↑ +110% YoY
Monthly organic traffic from zero
4,219
↑ From 0 keywords
Organic search positions (US)
$3.0K
↑ +11.9%
Monthly traffic value
28
Good
SEMRush Authority Score
Keyword Ranking Progression
From zero organic presence to #1 positions for high-value logistics keywords
Paid Media That Compounds with Organic
As FRAYT’s organic authority grew, TRA layered in Google Ads campaigns targeting specific vehicle types, service categories, and driver recruitment. The paid strategy wasn’t a replacement for organic — it was an accelerant, capturing demand at the top of the funnel while content and SEO built the foundation underneath.
1.2K
↑ +41%
Monthly paid traffic
69K
Impressions — Sedans campaign (1 week)
$0.23
Cost per click
11+
Contacts created from Google Ads
“I think Google gives you organic search benefit when you give them money. It’s a conspiracy theory, but organic is up 110% year-over-year. We started running ads and then this happened.”
— Adam Robinson, CEO & Strategist, The Robinson Agency
AI Visibility: Showing Up Where the Next Generation Searches
Beyond traditional search, FRAYT’s content is now being cited and referenced by AI platforms — a direct result of the authority built through three years of consistent, high-quality content production. When logistics professionals ask ChatGPT, Google AI Overview, or Gemini about last-mile delivery, FRAYT shows up.
211
↑ +11.1%
AI mentions across all platforms
133
AI citations linking to FRAYT content
82
Unique pages cited by AI platforms
25
AI Visibility Score (SEMRush)
The Content & Link-Building Machine
The numbers behind the numbers: 112 published articles, 37 website pages written, 549 referring domains, and 3,100+ backlinks — all built methodically over three years through TRA’s content production pipeline managed in Monday.com.
112
Articles published via content program
37
Website pages written by TRA
549
Referring domains acquired
3.1K
Total backlinks built
110% Organic Traffic Growth
The compounding power of consistent execution
FRAYT’s organic traffic grew 110% year-over-year — from a domain that had virtually no organic presence before TRA. The growth didn’t come from one tactic. It came from the compounding effect of 112 published articles, 549 referring domains, technical SEO optimization, and a 37-page website built specifically to rank and convert.
37-Page Website Built from Scratch
From Squarespace to a conversion-ready Webflow platform
TRA didn’t just redesign a website — they wrote every word of copy, designed every page, and built a 37-page Webflow site with integrated analytics, HubSpot connectivity, conversion tracking, and a content architecture designed to compound SEO value for years to come.
The Website
37 Pages Written, Designed & Built from Scratch
When FRAYT engaged TRA, they were running on a basic Squarespace site with no SEO foundation, no conversion architecture, and no content strategy. TRA wrote every word of copy, designed every page, and built a 37-page Webflow site from the ground up — with integrated analytics, HubSpot connectivity, conversion tracking, and a content architecture designed to compound SEO value for years.
The Webflow Build
frayt.com rebuilt from scratch — migrated from Squarespace to a fully optimized Webflow platform with on-page SEO, Google Analytics, Search Console integration, and HubSpot forms wired for lead attribution.
Homepage
Industrial Supply
Blog & Resources
Full Site Architecture — 37 Pages
Every page was written by TRA, from headline to CTA. The site architecture was designed to serve three audiences: shippers looking for delivery solutions, 3PLs and brokers seeking fleet augmentation, and drivers looking to join the platform. Each section maps to a buyer journey with targeted messaging, SEO-optimized copy, and conversion paths.
🏠
Core Pages
Homepage, Platform, Industries Served, About Us, Request Demo, Apply
Fleet Augmentation, API Integration — built for partner-side conversion
2 pages
👤
About & Company
Leadership, Location & Hours, Careers, Partners
4 pages
🚗
Driver Recruitment
Why Drive, Qualifications, Cities, Box Trucks, FAQs, Apply Now
6 pages
📚
Resource Hub
Blog, Press Releases, Case Studies, News
4 pages
📈
Landing Pages
Last Mile Delivery, Middle Mile — SEO-targeted pages added post-launch
2+ pages
“We didn’t just build a website — we built FRAYT’s entire digital foundation. Every page was written to rank, designed to convert, and architected to compound value over years. The Squarespace site they had before couldn’t do any of that.”
— Adam Robinson, CEO & Strategist, The Robinson Agency
The Timeline
Three Years of Building, Compounding, and Expanding
The FRAYT engagement is a case study in what happens when a logistics company commits to a long-term marketing partnership. Each phase built on the last, and the compounding effects of consistent execution have created a marketing asset that continues to appreciate in value.
March 2023
Service Agreement Signed
FRAYT engages TRA for a comprehensive marketing build: website, content, SEO, design, and reporting. Jim Waters (VP of Marketing) leads from the FRAYT side.
April 2023
Onboarding & Messaging Intake
Full onboarding kick-off. TRA team completes comprehensive messaging intake, builds buyer personas across six verticals, conducts keyphrase analysis, and creates the content plan in Monday.com.
April – July 2023
Website Design & Development
118-day website build: sitemap, page copy, design mockups, Webflow development, milestone reviews, QA, and launch. Migration from Squarespace to a fully optimized Webflow site with on-page SEO, Google Analytics, and Search Console integration.
Summer 2023
Content Production Launches
Eight monthly articles begin publishing. SEO backlink program activates with 8–10 guaranteed monthly links. Press releases begin distribution. Dashboard reporting goes live in Looker Studio.
2024
Organic Growth Accelerates
Keyword rankings climb steadily. FRAYT claims #1 for “freight delivery app” and begins ranking for increasingly competitive terms. Content library grows. Quarterly high-touch assets support sales enablement.
Early 2025
FRAYT 2.0 — Expanded Engagement
FRAYT expands scope with a 2.0 intake form reflecting evolved positioning: “tech-first delivery marketplace” language, refined competitive differentiation, expanded vertical targeting across healthcare, construction, and manufacturing.
May 2025
Google Ads Launch & Organic Milestone
TRA launches targeted Google Ads campaigns including the Sedans campaign (69K impressions, $0.23 CPC). Organic traffic hits 46% year-over-year growth. New landing pages for middle mile and last mile go live. Case studies with Flexport and Smart Cargo in development.
November 2025
Continued Optimization & Website Evolution
Bi-weekly meetings continue with Emma Sweeney leading from FRAYT. HubSpot integration refined for ad attribution. Google Ads showing 11+ contact conversions. Content strategy expanding into healthcare and meal prep verticals. Website homepage refresh underway based on CEO feedback.
2026
Partnership Continues
Three years in and the engagement continues to expand. New campaigns, new verticals, new landing pages, and a marketing foundation that compounds with every month of consistent execution.
The TRA Team
The Marketing Department Behind FRAYT’s Growth
The Robinson Agency operates as FRAYT’s embedded marketing department — a full-stack team of logistics marketing specialists who understand the industry, the buyers, and the technology. This isn’t outsourced marketing. It’s the deployment of a team that speaks the language of supply chain professionals because that’s all they do.
AR
Adam Robinson
CEO & Strategist The Robinson Agency
GH
Graham Holmes
Account Manager & Content Outliner
BS
Bobby Samuels
Account Manager & Content Lead
“With over 60 years of combined experience in the global supply chain, freight, and logistics market, The Robinson Agency team provides informed and creative content and digital marketing services for supply chain, freight, and logistics providers. Our focus is strictly on supply chain, freight, logistics, transportation, and related technologies — that’s what we know and all we do.”
— The Robinson Agency
Ready to Build Your Marketing Engine?
FRAYT went from zero marketing infrastructure to #1 organic rankings in under three years. If your logistics company is ready to stop relying on outbound alone and start building demand that compounds, let’s talk.
