Western carriers®

Western Carriers came to me with a website that served more than one audience. Their core business was commercial wine and alcohol logistics: warehousing, transportation, and distribution for trade customers. They also served private wine collectors, with services around secure wine storage and transportation.

The challenge was that the private collector storage service was sitting inside the wider Western Carriers website, where it felt secondary. It needed to feel more premium, more focused, and easier to market.

The existing Western Carriers site looked dated and was built on a legacy ASP.NET platform. It also had a homepage hero slider with a lot of written copy. The slider moved automatically, which meant it could change while someone was still reading. The messaging was corporate, text-heavy, and not clear enough about what Western Carriers did, who it served, and why it mattered.

There was also a strategic issue with the private collector side of the business. The private storage service needed its own identity and a more focused website experience, especially for Google Ads traffic. At the same time, the private collector transportation pages still belonged on the Western Carriers site, because transportation remained part of the broader logistics operation.

I helped separate the private collector storage service into its own dedicated website: Western Wine Vault. My partner, Luigi Scarcella, designed the logo, and I handled the UX, website design, and build. The goal was to create a cleaner, more premium website that put private wine storage front and centre. This gave the Google Ads campaigns a much stronger landing experience. Instead of sending private storage leads to a general logistics website, we could send them to a dedicated site built around their specific needs.

The private collector transportation content remained on the Western Carriers site, where it continued to fit naturally alongside the company’s transportation and logistics services. A couple of years later, I also redesigned and rebuilt the main Western Carriers website. I moved it from ASP.NET to WordPress, giving the business a more modern, flexible platform.

On the homepage, I removed the rotating hero slider and replaced it with a stronger static headline. The new message made it much clearer what Western Carriers does, who it helps, and how it helps them. I also rebuilt their delivery schedule search tool. This was an important operational feature used by delivery drivers to check schedules across New Jersey, New York, and Connecticut. I migrated it away from the old ASP.NET setup and rebuilt it using a custom MySQL database connected to WordPress.

I launched and managed the Google Ads campaigns for Western Wine Vault. Because the storage service now had its own dedicated website, the campaigns had a focused destination and a clearer conversion path. This helped improve lead quality and gave the service a much stronger online presence.

The campaigns achieved a competitive cost per conversion and helped grow the number of leads coming into the business. I continued managing the campaigns for around six years, until Western Wine Vault was acquired by Vino Vault and later taken over by UOVO.

Western Carriers gained a clearer and more effective digital structure. The main Western Carriers site was modernized, rebuilt in WordPress, and made easier to manage. Its messaging became clearer, and important operational functionality was preserved through the rebuilt delivery schedule search tool.

Western Wine Vault gave the private collector storage service its own premium identity and a more focused lead generation website. Together, the work helped Western Carriers present different parts of the business more clearly, modernize a legacy platform, and generate more qualified leads.