Roundarch Transforms Online Experience for Crowley Maritime Corporation

Overhauled Web Experience Utilizes New Technology to Add Functionality and Usability

CHICAGO--()--Crowley Maritime Corporation, one of the world’s largest privately held marine solutions, transportation and logistics companies, has partnered with Roundarch, a leader in digital design and implementation, to develop a new web presence that organizes content around a highly intuitive, solutions-based navigation.

Crowley partnered with Roundarch because of the digital company’s expertise in enterprise solutions for its family of websites, including,, and

“Aligning the sites around enterprise goals was a major objective for us,” according to Mark Miller, Crowley’s director of corporate communications. “We now have sites that are more responsive to the needs of our customers, and with the increased strategic use of imagery to back up our case studies, we feel like we’re presenting our capabilities and our brands in a far more compelling way.”

“The design and technology used in developing the new site allowed us to take the user experience and intuitive navigation often found in commercial sites and applications and bring them to the enterprise,” stated Frank Baldassare, project manager for Roundarch. “Roundarch’s deep understanding of the enterprise, along with our experience in developing digital strategies and delivering digital solutions for business-to-business experiences -- particularly with SEO and content management systems (CMS) -- allowed us to create an elegant enterprise solution that will take Crowley into the future.”

In addition to the solutions-based architecture, the new sites offer paths to critical information such as location-based organization along with search and service finder functionalities. Also, service detail pages have been expanded and subsidiary sites have improved cohesive design and navigation conventions in order to present a more unified brand standard. To prepare for computing in the future, the Crowley website leverages a Fluid Framework to resize and take advantage of the screen upon which it is being rendered. This prepares their site now for the increased demand of users consuming content on mobile and tablet devices.

The sites leverage the latest search engine optimization technology, making it easier for business customers to not only find, for example, but to deep-link to specific product and service groups at secondary and tertiary levels of the site. Since the changes have been implemented total organic search referrals per month, users coming from non-paid results, to the Liner & Container Shipping site have increased 244%. Also, total unique keywords leading to this page increased 68% which means more content is being indexed by the top search engines.

Roundarch has also revamped the CMS for real-time content changes, while a secured workflow ensures that all content is verified before going live.

An enhanced customer relationship management (CRM) system provides Crowley the ability to consolidate sales data for all inbound and outbound contact channels, including phone, web, chat and email. This CRM provides advanced analytics and enterprise reporting, all while reducing costs associated with CRM licenses.

“The new site enhances the way we engage customers and conduct business with them,” said Frank Larkin, vice president of sales and customer care for Crowley’s liner and logistics services. “The way potential customers find us, the way they find the solutions they need and the way we communicate with them have all been updated. It makes us a much more agile, forward-looking company.”

About Roundarch

Roundarch designs and implements digital experiences for the world’s largest organizations. Roundarch delivers websites, rich web applications, mobile apps, social media applications, digital marketing campaigns and more for clients such as Avis, HBO, Bloomberg Sports, Hershey’s and the U.S. Air Force. Roundarch’s unique blend of breakthrough user experience design and enterprise-class technology implementation is perfectly suited for the most complex problems in the digital space. Roundarch has offices in Boston, Chicago, Denver and New York. For more information visit and the company’s blog at

About Crowley

Jacksonville-based Crowley Holdings Inc., a holding company of the 118-year-old Crowley Maritime Corporation, is a privately held family and employee-owned company that provides marine solutions, transportation and logistics services in domestic and international markets by means of six operating lines of business: Puerto Rico/Caribbean Liner Services, Latin America Liner Services, Logistics Services, Petroleum Services, Marine Services and Technical Services. Offered within these operating lines of business are the following services: liner container shipping, logistics, contract towing and transportation; ship assist and escort; energy support; salvage and emergency response through its TITAN Salvage subsidiary; vessel management; vessel construction and naval architecture through its Jensen Maritime subsidiary; government services, and petroleum and chemical transportation, distribution and sales. Additional information about Crowley, its subsidiaries and business units may be found on the Internet at


Paul Buranosky, (312) 529-2564

Release Summary

Crowley Maritime has partnered with Roundarch, a leader in digital design & implementation, to develop a new web presence that organizes content around a highly intuitive, solutions-base navigation.


Paul Buranosky, (312) 529-2564