Portfolio / Brand, site and acquisition
Moving is not one service. It is twelve.
A house, an office, a piano, a car, a container to Hawaii: to the customer it is all “a move”, but each one carries different requirements, prices and fears. AMS Moving & Storage runs the 48 contiguous states plus Alaska and Hawaii, and arrived with that entire catalog and no way to tell it. We built the brand and the site that sorts it into 12 services with pages of their own — and that does not stop at the quote: it stays with the customer through to the review.
01The brief
A wide catalog reads as clutter.
A moving company that does everything has a presentation problem: whoever searches for piano movers does not want to read about containers to Hawaii, and whoever needs a car transported is not evaluating packing services. Putting it all on one services page turns a strength — breadth — into noise.
The brief was the whole package: create the identity, build the site that splits those 12 services into pages of their own, stand up the CRM where every request lands, and switch on acquisition with SEO and Google Ads. One supplier end to end, which is what lets the phone number, the form and the campaign all say the same thing.
What had to be sorted
- 01House, apartment and office moves
- 02Piano, packing and crating
- 03Local, long distance and international
- 04Auto transport and container shipping
- 05Air shipping and storage
- 06The lower 48, plus Alaska and Hawaii
Our role
Creating the logo and visual system, architecture and development of the WordPress and Elementor site, the quote form and the operational pages, a GoHighLevel CRM for the requests, local and national SEO strategy, Google Ads campaigns, and the analytics that measure them.
02The architecture
One page per service, not a list with anchors.
The structural decision is the one that determines whether this business shows up in search at all. Every service competes against different rivals, at different prices, against different doubts: they cannot live on the same URL.
Twelve pages, twelve searches.
The site publishes 12 service pages, each with its own address, its own content and its own call to action. Piano moving and auto transport are different businesses sharing a fleet, and they are treated that way.
Alaska and Hawaii are not just states.
The first block on the homepage separates the three operational realities — Alaska, Hawaii and the lower 48 — because price, timeline and mode of transport change entirely. It is the question the visitor arrives with, answered before they scroll.
Pages that sell nothing.
Track the shipment, upload the inventory, answer the pre-pickup survey, leave the review afterwards. Five pages that capture no customers: they carry the one who already signed, and they are what makes them call again.
03The decision
What changes the tone of the whole category.
Publish the range before the call.
What frightens someone moving house is not being charged a lot: it is being charged differently from what was agreed, on the day the truck is already loaded. That is why the industry quotes only by phone, and why the customer arrives at that call defensive.
The site does the opposite: it publishes a table of ranges crossing distance with home size, from a local move to over 2,500 miles, alongside a disclaimer stating outright that these are estimates against national averages and that the final price depends on volume, service level and special requirements. Whoever calls afterwards already knows the order of magnitude. The conversation stops being a haggle and becomes a quote.
PublishBoundQuote
04Identity
A logo that points forward.
The band is an arrow
The descriptor does not sit under the name: it sits inside a band pointing right. It is the logo's only shape and it does all the work — a moving company needs its mark to suggest movement before anyone reads what it says.
Forest green, not fleet blue
The whole category is corporate blue and truck orange. Green takes AMS out of that row and holds contrast against the yellow of the descriptor, which is what makes the logo visible on the side of a container.
The monogram lives in the yellow
Shrunk to a favicon, the full lockup is illegible. The mark inverts the relationship — green letters on a yellow tile — and survives sixteen pixels without losing the brand.
The grounds it lives on
Invert to white and yellow on a dark ground
It is the version the site's footer uses and the one that goes over photography: green on green disappears, and the band loses exactly what makes it readable.
Use the monogram where the name will not fit
Favicon, profile avatar, a stamp on a box. The yellow tile stays recognisable at sizes where the descriptor no longer reads.
Rotate the band or flip its direction
The arrow points right because movement goes forward. Flipped, the logo literally says the opposite of what the business sells.
Separate the descriptor from its band
“Moving & Storage” outside the arrow is just a line of text. The shape is the brand; the words only name it.
05Visual system
Forest green, signal yellow.
Primary: brand, headlines and footer
- HEX
- #2A4C09
- RGB
- 42 · 76 · 9
Surfaces and intermediate states
- HEX
- #467010
- RGB
- 70 · 112 · 16
The button that has to be seen: get a quote
- HEX
- #F7E135
- RGB
- 247 · 225 · 53
Soft grounds and highlighted cards
- HEX
- #E0F19C
- RGB
- 224 · 241 · 156
Paper for the service pages
- HEX
- #FFFFFF
- RGB
- 255 · 255 · 255
06The system
From the click to the truck, and back to the review.
The site does not end when someone submits the form: that is the midpoint. The interesting half of the system is what happens afterwards, which is where a move earns or loses the recommendation.
WordPress · Elementor
Site and service pagesQuote form
Origin, destination and extrasGoHighLevel
Where the request landsSurvey and inventory
Before the pickupShipment tracking
During the moveVerified review
After delivery
- 01
They arrive looking for their case
Organic search or an ad, almost always for one specific service: piano, car, container, long distance. They land on that service's page, not on the homepage.
- 02
They get a sense of the price
The cost table by distance and home size gives them the order of magnitude without speaking to anyone. That is what turns an anxious enquiry into an informed one.
- 03
They ask for the quote
One form carrying what actually changes the price: date, origin city, destination city, service type, and the extras as separate boxes — white glove, storage, moving labour, packing, extra insurance.
- 04
They consent to being contacted
The form includes explicit authorisation to receive text messages, with the instruction to reply STOP to opt out. In the United States that line is not legal decoration: it is what lets the team text rather than cold-call.
- 05
It lands in the CRM
Every request enters GoHighLevel, which is where follow-up lives. The site does not hold the operation: it hands it to the system the team quotes, schedules and follows up from.
- 06
The move gets prepared
Before the truck, the customer uploads their inventory and answers the pickup survey from the same site. That is information that prevents the moving-day surprise, which is where nearly every dispute in this category comes from.
- 07
They track it and leave a review
During the move there is a tracking page; afterwards, the footer invites them to publish the experience on Movers Report. Reputation is not requested by email: it is built into the site, with the existing reviews already on show.
12 services · 48 states plus Alaska and Hawaii · DOT 4342360 · MC 1696822
07The work
What is published.
Figures from the deliverable, counted against the live site on 25 August 2026: the pages were read from its own API rather than from the delivery document.
- 30
- Pages published on the site
- 12
- Services with their own page, content and CTA
- 5
- Operational pages after the sale
- 3
- Separate geographies: lower 48, Alaska, Hawaii
08The pieces
The site in production, as it is walked.
“America's Moving Solution” over the real container fleet, with the phone number and the quote button on a card of their own. Below it, the three geographies as the first decision: Alaska, Hawaii or the lower 48.
Ranges by distance and home size, from a local move to over 2,500 miles, with the disclaimer written underneath. It is the piece the competition does not publish, and the reason the call starts differently.
The states served, presented as territory rather than as a list. In long-distance moving the first question is always the same: do you reach that far?
Date, origin, destination, service type, and the extras as separate checkboxes. Under the submit button, the explicit authorisation for text-message contact and how to opt out.
The template that serves all twelve: the service explained in its own language, with its own quote. A piano does not move like an office, and the page does not pretend otherwise.
A page that captures nobody and supports everybody: the customer who already signed wants to know where their things are, and if they cannot find it on the site they will phone to ask.
The footer carries what holds the trust up: the services, the federal licence — DOT 4342360 and MC 1696822 — the link to upload an inventory, and the reviews already published on Movers Report, with the link to leave another.
A moving quote gets requested from a phone, usually with the house half packed. The number and the quote button fit in the first screen.
09The trust system
Three proofs the visitor can check.
In a category where the customer hands everything they own to a truck, trust is not declared: it is documented. These three pieces are on the site and can be verified without calling anyone.
DOT 4342360 · MC 1696822
The federal numbers are published in every page's footer. They are not a decorative badge: they are identifiers anyone can look up in the public register to see whether the company is licensed to operate.
The reviews live off-site.
Ratings are published and collected on Movers Report, the sector's reputation platform — another project from this same studio. A review hosted on the seller's own site is worth less, and the system takes that as given.
Written down, not assumed.
The form asks for express authorisation to make contact by text message and explains how to opt out. It is the practice the US market requires, and the one that separates a serious operator from a cold call.
10The status
Live, with acquisition switched on.
shipams.com runs in production on WordPress with Elementor, with 30 published pages — 12 of them service pages — moving-company structured data on the homepage, and analytics wired up. The phone number +1 888-249-8509 and the address info@shipams.com are the same on the site, in the form and in the campaigns.
The acquisition operation is running: organic positioning by service and by geography, Google Ads campaigns on the same terms, and the CRM receiving. What comes next is continuous work rather than a pending task: reviewing which services carry themselves, which need paid support and which are worth retiring — a decision that can only be made with months of data behind it.
How it is built
- 01WordPress · Hello Elementor
- 02Elementor Pro · ElementsKit
- 03Rank Math · Google Site Kit
- 04WP Smush
- 05Google Tag Manager · Microsoft Clarity
- 06Hosted on Hostinger
- 07GoHighLevel CRM for the requests
- 08MovingCompany structured data
What this case does not claim
There are no traffic, lead, cost-per-acquisition or sales figures. They live in the client's ad accounts and CRM, they belong to them, and we do not publish numbers we did not measure ourselves.
More of the work
Publishing your price range is not giving away margin: it is filtering calls.
Moving, construction, renovations, technical services: when the price depends on a thousand variables, the temptation is to hide it. Publishing the range scares off whoever was never going to buy and disarms whoever was.
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