Getting more international shipping enquiries is an important goal for freight forwarders, shipping companies and logistics service providers. Whether your business handles air freight, sea freight, container shipping or door-to-door cargo delivery, attracting the right customers can help create new business opportunities.

However, simply having a website or posting regularly on social media may not be enough. Potential customers need to discover your services, understand your capabilities and feel confident contacting your company before requesting a shipping quotation.

A structured digital marketing strategy can help your business reach importers, exporters, manufacturers, wholesalers and other companies looking for international logistics solutions.

In this article, we explore practical ways to get more international shipping enquiries through SEO, website optimisation, paid advertising and B2B marketing.

1. Improve Your Website’s Visibility on Google

When businesses need international shipping services, they often search online for freight forwarders, shipping companies and specific transportation options.

If your website does not appear for relevant searches, potential customers may find other providers before discovering your business.

Search engine optimisation (SEO) helps improve your website’s visibility for relevant search queries. It includes keyword research, technical improvements, service page optimisation and useful content creation.

Start by identifying the services your company offers and the countries or routes you serve. Relevant search terms may include international shipping services, sea freight, air cargo, container shipping and freight forwarding between specific countries.

Optimise your website pages around these services using clear headings, accurate descriptions, relevant metadata and useful internal links.

SEO is a long-term activity, and results depend on competition, website quality and search demand. However, improving organic visibility can help potential customers discover your business when researching shipping providers.

2. Create Dedicated Pages for Shipping Services

One general services page may not provide enough information for customers with different shipping requirements.

An importer looking for sea freight has different needs from a business arranging urgent air cargo or full container load shipping. Dedicated pages allow you to explain each service in greater detail.

Consider creating separate pages for:

• International freight forwarding

• Air freight services

• Sea freight services

• Full Container Load (FCL) and Less than Container Load (LCL)

• Import and export logistics

• Customs clearance

• Door-to-door shipping

• Warehousing and cargo distribution

Each page should explain the service, relevant shipment options, service coverage and how customers can request a quotation.

Include a clear call to action, such as “Request an International Shipping Quote,” so visitors know what to do next.

Only publish services and capabilities that your company can genuinely provide.

3. Target the Right International Markets

If your business serves multiple countries, your marketing strategy should reflect where you can operate and which customers you want to reach.

For example, a freight forwarder handling shipments between India, Oman and the UAE may benefit from content and campaigns that address those specific markets and trade routes.

Create relevant location or route pages that explain the services available, the types of shipments handled and the process for requesting assistance.

Avoid creating multiple pages with nearly identical content that only changes the country name. Each page should provide useful, accurate information for its intended audience.

You can also use Google Search Console to understand which countries generate search impressions and clicks. This data can help you identify opportunities to improve existing pages or develop content for relevant markets.

4. Use Google Ads to Reach Potential Customers

Google Ads can help your business appear in paid search results when potential customers look for shipping and freight forwarding services.

Unlike organic SEO, paid search campaigns can begin reaching targeted audiences after the campaigns are approved and activated. However, visibility and enquiry volume depend on budget, competition, targeting and campaign quality.

To improve campaign relevance:

• Select keywords that match your shipping services.

• Target countries and locations where you can serve customers.

• Write advertisements with clear service information.

• Direct visitors to relevant service landing pages.

• Review search terms and exclude irrelevant traffic.

• Track quotation requests and qualified phone enquiries.

For example, an advertisement for international sea freight should ideally direct visitors to a sea freight landing page rather than a general homepage.

Measure the quality of the enquiries generated, not just clicks or impressions. This helps you understand whether your advertising is reaching businesses with genuine shipping requirements.

5. Make Your Website Easy to Enquire Through

A potential customer may visit your website, review your services and leave without contacting you if the next step is unclear.

Your website should make it straightforward to request information or discuss a shipment.

Add visible contact options to important service pages, including a quotation form, business phone number and WhatsApp contact option where appropriate.

A useful shipping enquiry form may request:

• Name and company name

• Business email and phone number

• Shipment origin and destination

• Cargo type

• Approximate weight or volume

• Required shipping service

• Expected shipment date

Keep the form manageable and avoid requesting unnecessary information at the first stage.

Test the form regularly to ensure submissions reach the correct team. Check that contact buttons work on mobile devices and that visitors receive confirmation after submitting their details.

6. Build Trust With Clear and Useful Information

International shipping involves important commercial decisions. Customers may want to understand your service coverage, cargo handling options, communication process and experience before sharing shipment requirements.

Your website should answer these questions clearly.

Include accurate company information, service descriptions, contact details and information about your operating regions. If available, publish genuine customer testimonials, relevant case studies and verified credentials with appropriate permission.

Explain how customers can request a quotation and what information may be required to assess a shipment.

Avoid unsupported claims about guaranteed delivery times, universal coverage or the lowest shipping prices. Clear and realistic communication can help prospective customers make informed decisions.

7. Use LinkedIn to Connect With B2B Customers

LinkedIn can be useful for freight forwarding companies that want to reach business decision-makers and develop professional relationships.

Potential audiences include importers, exporters, procurement managers, manufacturers, distributors and supply chain professionals.

Keep your company profile updated with accurate service information and relevant contact details. Share useful content about international shipping, freight options, cargo preparation, documentation and logistics planning.

You can also use LinkedIn to research companies operating in your target industries and markets. Personalised outreach based on a genuine business requirement is generally more relevant than sending the same promotional message to every contact.

LinkedIn marketing works best when it supports a wider business development strategy rather than relying on frequent promotional posts alone.

8. Publish Content That Answers Shipping Questions

Many customers research international shipping before contacting a freight forwarder. They may want to understand the difference between air and sea freight, the documents needed for shipment or the factors that influence freight costs.

Useful content can help your company reach these customers during the research stage.

Consider publishing articles such as:

• Air Freight vs Sea Freight: Which Option Should Businesses Choose?

• What Information Is Required for an International Shipping Quote?

• How to Prepare Cargo for International Shipping

• What Businesses Should Know Before Choosing a Freight Forwarder

• Common Documentation Requirements for Import and Export Shipments

Make each article practical, accurate and easy to understand. Link readers to relevant service pages and provide a clear way to contact your company when they need professional assistance.

Content marketing can support SEO and help establish your website as a useful resource for prospective customers.

9. Track Enquiries and Improve Your Marketing

Without reliable tracking, it is difficult to know which marketing activities are contributing to business opportunities.

Your website may receive visitors without generating enquiries, or it may generate leads that are not being recorded or followed up properly.

Use Google Analytics 4, Google Search Console and suitable advertising conversion tracking to monitor performance.

Important metrics include organic search clicks, relevant landing-page visits, quote form submissions, phone calls, WhatsApp enquiries and qualified leads.

Where possible, connect enquiries with your sales records or customer relationship management system. This helps you understand which channels produce meaningful business opportunities.

Review the results regularly and prioritise changes based on actual performance rather than assumptions.

10. Respond to Enquiries Promptly

Generating an enquiry is only the beginning of the customer acquisition process. International shipping customers may contact several providers while comparing services and quotations.

If your team takes too long to respond or does not gather the necessary shipment details, a potential opportunity may be lost.

Create a clear process for assigning enquiries, acknowledging requests and following up. Ask relevant questions about the origin, destination, cargo details and expected shipping date before preparing a suitable quotation.

Track the outcome of each enquiry so your team can identify common questions, improve responses and follow up on potential opportunities appropriately.

A well-managed sales process helps your business make better use of the enquiries generated through digital marketing.

How Click Crafters Technology Can Help

Click Crafters Technology provides SEO, WordPress website development and digital marketing services that can support freight forwarders and logistics companies looking to improve their online presence.

Depending on your requirements, our services can include:

• SEO for international shipping and freight forwarding searches

• WordPress website development and service landing pages

• Google Ads campaign management

• Meta Ads campaign management

• Website lead generation improvements

• Content planning and conversion tracking

The appropriate strategy depends on your target markets, shipping services, website condition, competition and marketing budget.

For some businesses, improving existing service pages and technical SEO may be the starting point. Others may benefit from targeted Google Ads campaigns, clearer quotation forms or better conversion tracking.

The goal is to identify opportunities for improvement and build a practical strategy around your business objectives. Marketing outcomes depend on several factors, and specific enquiry volumes or rankings cannot be guaranteed.

Frequently Asked Questions

1. How can I get more international shipping enquiries?

Improve your website’s SEO, create dedicated shipping service pages, target relevant markets, use Google Ads where appropriate and make it easy for customers to request quotations. Tracking and following up on enquiries are also important.

2. Which marketing channel is best for international freight forwarding leads?

The right channel depends on your target audience and services. SEO can support long-term organic visibility, Google Ads can reach active searchers, and LinkedIn can support B2B prospecting and professional relationships. Combining suitable channels may be beneficial.

3. How can SEO help generate international shipping leads?

SEO helps your website become more visible for relevant shipping and freight forwarding searches. Useful service pages and content can attract prospective customers and guide them towards requesting information or a quotation.

4. What should an international shipping website include?

It should provide clear service descriptions, accurate route and market coverage, working contact details, quotation forms, mobile-friendly navigation and relevant information that helps customers understand the shipping process.

5. Can digital marketing help a small freight forwarding company?

Yes. A small freight forwarding company can focus on specific services, selected markets and relevant customer groups rather than targeting every country and shipping keyword. A focused strategy can help make better use of its available marketing budget.

Conclusion

Getting more international shipping enquiries requires a combination of visibility, relevant information, a user-friendly website and a consistent follow-up process.

Start by understanding which customers you want to reach and which shipping services you want to promote. Improve your website pages, target suitable search terms, use advertising strategically and track the enquiries each channel generates.

With a structured approach to SEO and digital marketing, your business can create more opportunities to connect with importers, exporters and other companies looking for international shipping solutions.

Looking to attract more international shipping enquiries? Contact Click Crafters Technology to discuss your website, SEO and digital marketing requirements.