AP+ Fulfilment

AP+ Fulfilment is a Lancashire-based provider of end-to-end 3PL (third-party logistics), storage and fulfilment for the furniture, homeware and tech industries. DeType designed and built a new WordPress website on the Divi framework that the AP+ team can edit in house.

Since launch, search performance has improved: average position moved from 48.6 to 26.4, and click through rate from 0.3% to 12.2%.

SERVICES

Web design, web development

SECTOR

Logistics & Fulfilment

LOCATION

Lancashire

About AP+ Fulfilment

Behind every parcel that lands on a doorstep in one piece, there’s a warehouse that got it right. AP+ is that warehouse, and the team around it. They provide end-to-end 3PL, storage and fulfilment for furniture, homeware and tech brands, as well as ecommerce sellers, wholesalers, manufacturers and importers.

Their customers are a varied bunch: established furniture and homeware names, scale-ups with cottage industry roots, entrepreneur and owner-led brands, and international companies setting up in the UK. The people deciding are owners, founders, heads of logistics and directors. They’re handing over stock, and with it their reputation. What they need from a fulfilment partner is simple to say and hard to prove: that it’ll be done properly, every time.

The brief

Working with Jess at Fenja and Matty at Wyldfire PR, AP+ asked for a website that would “reflect who the company are now”. Short sentence, big job. A business grows, and its website quietly stays where it was.

Around that sat a clear list. Premium design and a customer journey that feels considered. More inbound leads, a better sales process and data captured along the way. Integration with Salesforce, their customer relationship management (CRM) system. A site that builds credibility, trust and expertise, shows off their USPs (unique selling points), and brings their consultative approach to life.

They also wanted a website they could be proud of, and one the team could update themselves. Practical needs came with it: search, Google Analytics, social links, on-page SEO (search engine optimisation), case studies, FAQs in a knowledge centre, dynamic testimonials, and full mobile optimisation.

The challenge

Fulfilment is a trust business wearing a logistics hat. Nobody hands over a warehouse full of stock because of a nice gradient. They do it because they believe the people on the other end know what they’re doing.

So the website had a lot to carry. It had to prove expertise to a head of logistics who’s read every “end-to-end solution” claim going. It had to feel welcoming to a founder whose product started on a kitchen table.

And it had to make the consultative approach visible, because AP+ doesn’t just store boxes, it works out how a brand should ship them.

The obvious answer was a tidy brochure site: a list of services, a stock photo of a warehouse, a contact form. It would have been fine. But fine doesn’t win a tender against a competitor who looks equally capable.

There was a commercial edge too. The site needed to generate leads, feed them into Salesforce and give the sales team something useful to follow up. And it needed room to grow, with new sectors, services and locations added without calling anyone for help.

The previous site had stopped reflecting the scale and capability of the business, and wasn’t easy for the team to expand.

It was a pleasure to work with DeType on the AP+ website project. They were so easy to work with and the finished site looks fantastic, with a much cleaner, more modern design. They also connected everything to our CRM without any issues, making the whole process straightforward.

Jess Howard, Fenja

Our approach

Build it in a toolbox they already know

We built the site in WordPress using the Divi framework. The reason is plain: a website is only as good as the team’s confidence in updating it. A bespoke system that needs a developer for every new paragraph turns a growing business into a queue. Divi gives the AP+ team a visual way to edit pages, add content and keep things current themselves. It’s less glamorous than a clever custom build, and far more useful on a Tuesday afternoon when someone wants to publish a new case study.

Make the sales conversation start before the call

AP+ sells through consultation, so the site had to feel like the opening of one. Rather than a flat list of services, we gave each full service page room to explain the thinking, the options and who it’s for, using AP+’s supplied content. Pages are structured around the questions a founder or head of logistics would ask, with clear routes to get in touch at each stage.

Leads are captured with data in mind and integrated with Salesforce, so enquiries land where the sales team already works.

Let proof do the talking

Credibility isn’t something you declare, it’s something you show. So accreditations are listed clearly, testimonials are gathered and displayed dynamically, and case studies sit alongside a knowledge centre with FAQs. A visitor can check the claims without having to ask. We also added an integrated payment system, so existing customers can pay invoices easily. Not a headline feature, but a useful one: it makes the site something customers return to, not only prospects.

Build the machine for growth

A landing page template lets the team add new sectors, services and locations in house, each one a fresh doorway from search. On-page SEO, Google Analytics, social links and full mobile optimisation were built in from the start, because a site that can’t be found or used on a phone in a loading bay is only half a site.

The visual design is clean and confident, with imagery that showcases their own warehouse operations and the brands AP+ serves.

What we delivered

- A WordPress website built on Divi, so the AP+ team can edit and extend it themselves
- Premium design and UI/UX, with a customer journey built to support enquiries and conversions
- Full service pages, giving each offer room to explain AP+’s consultative approach
- Salesforce integration, so leads and data flow into the sales process
- Listed accreditations, building trust with cautious buyers
- Dynamic testimonials, putting customer proof in front of prospects
- Case studies and a knowledge centre with FAQs, showing expertise and supporting search
- A landing page template for new sectors, services and locations, ready for in-house growth
- An integrated payment system, making invoice payment easy for customers
- On-page SEO, Google Analytics and social media links
- Fully mobile-optimised pages

The results

The numbers moved in the right direction, and they moved a lot. Average position in Google Search Console improved from 48.6 to 26.4, taking AP+ from the far reaches of the results towards the territory where people actually click. Click through rate climbed from 0.3% to 12.2%. Search Console also logged a steady increase in AI impressions.

Put plainly, more of the right people are seeing AP+, and far more of them are choosing to visit. For a business selling on trust, that matters: each visit is a chance to show the accreditations, the testimonials and the consultative approach before anyone picks up the phone.

Why it works

Businesses that sell on trust have a particular problem: the proof exists, but the website hides it. AP+ already had the expertise. The job was to put it where a cautious buyer could find it, in a site the team could keep growing without us.

That’s the principle behind it. Make the credibility visible, make the site easy to own, and build in room for search to do its work. If your business is better than your website suggests, our web design services are a good place to start.

Since the update, we’ve seen clear upward trends in our marketing metrics and enquiries, which has been brilliant to see. I loved working with the team and would happily recommend them.