A £40,000 saving shown before the form.
Coolrun's lead generation page for low-carbon refrigerated delivery, built on Unbounce for fleet managers. How the comparison table and real truck photos back the claim, and the named case studies we would add.
- Primary CTAGet Startedthe button the page is built around
- GoalLead Generation — Fleet Enquirywhat counts as a conversion
- PlatformUnbouncelead generation page
- Built forB2BFood manufacturers, fleet managers and logistics operators
- The page as built, not a mockup.Analysed by Apexure, not by Coolrun.
- Client
- CoolrunLogistics
- Industry
- Logistics1 example
- Audience
- B2BFood manufacturers, fleet managers and logistics operators
- Platform
- Unbounce132 examples
- Page type
- Lead generationLead Generation — Fleet Enquiry
- Analysed by
- Waseem BashirMarch 2026
What the page does, and why
Why “decarbonising food logistics” is a positioning statement that opens doors
The headline on this page is not a feature claim. It’s a positioning statement that places Coolrun at the intersection of two things every food logistics operator is being pressured on simultaneously: carbon reduction targets from regulators and cost reduction pressure from their own business. “Decarbonising Food Logistics” answers both in three words.
The blue and green gradient palette is doing deliberate work. Blue signals reliability and logistics competence; green signals sustainability credentials. Together they communicate that Coolrun is both operationally serious and environmentally committed, the combination a sustainability director needs to see before escalating to a board conversation.
The partner logos immediately below the hero, NPL and institutional partners, establish that Coolrun is not a startup making environmental promises without proven infrastructure. For a fleet manager evaluating a supply chain switch, recognised names in the logo bar are the fastest possible route to credibility.
Design decisions
Stat metrics bar: quantifying the significant effects
The “Significant Effects Created by Coolrun” section presents percentage-based metrics across fuel savings, emissions reduction, and operational performance. This section exists to translate the brand promise into evidence. For a B2B buyer who will present the Coolrun business case internally, having specific metrics to cite, “89% reduction in carbon emissions per delivery” or similar, gives them the proof points their CFO and sustainability board will ask for.
Each metric appears with its percentage in large typography, creating visual hierarchy that makes the section scannable for buyers who arrived at the page already sold on the concept but needing confirmation of scale.
Comparison table: making the evaluation effortless
The “See the Difference for Yourself” comparison table runs a direct feature-by-feature evaluation between Coolrun and traditional refrigerated logistics. For a fleet manager who is mentally running this comparison already, what changes operationally, what changes on the balance sheet, the table does that work on their behalf. The format is persuasive for a B2B buyer who prefers structured decisions over narrative pitch.
The table’s final column clearly marking Coolrun advantages signals that the comparison was built for the prospect’s benefit, not just to show a winning score.
The savings calculator showing £40,000 as an example output is a conversion anchor. That specific number, not a range, not "up to X", but a concrete figure, sticks in the prospect's mind as they scroll the rest of the page. When they reach the lead form. They're thinking about £40,000, not about the inconvenience of switching logistics providers.
Three-column feature grid: operational specificity
Below the calculator, a three-column grid covers the service’s practical features: smart technology, safe temperature management, and affordability framing. For logistics buyers who evaluate providers on operational specifics, this section converts the environmental positioning into practical service description. “Smart, Safe, Affordable for Temperature-Sensitive Goods from Producer to Consumer” is the section header, which maps to the three anxieties every food logistics operator has about a new provider.
Case studies with real truck photography
The case study section shows Coolrun vehicles in operational settings, trucks on roads, loading bays, real delivery environments. For a fleet manager evaluating a service that claims to decarbonise refrigerated delivery, seeing actual vehicles in actual logistics environments is more persuasive than any specification sheet. The case studies answer “but does it actually work at scale?” with visual evidence.
"B2B logistics pages that show real operational photography (actual vehicles, actual routes, actual loading environments) convert at a different rate to those that use stock photography of generic trucks. Real vehicles answer the question 'is this already deployed and working?' Stock photography raises the question. When your product exists, show it existing."
Trust architecture
Layer one: partner logos above the fold
Recognised institutional names, NPL and partners, next to the hero immediately establish that Coolrun has been vetted by organisations with their own due diligence processes. For a fleet manager who cannot afford to bet their cold chain on an unproven provider, partner logos are the first trust gate.
Layer two: team / visionaries section
The “Meet the Visionaries” section with named team member photographs gives the company a human face. For a B2B service requiring operational trust, knowing who is behind the organisation, their backgrounds, their industry experience, transforms an abstract provider into a team of specific people who can be held accountable.
Layer three: FAQ objection resolution
The FAQ accordion handles the practical questions that prevent an initial enquiry: how does the temperature control work, what are the contract terms, what is the onboarding process for fleet transition. Resolving these on the page means the first conversation with a Coolrun representative can focus on specifics rather than basics.
"The team section on a B2B logistics page does more than put faces to names. For a fleet manager evaluating a supply chain dependency (knowing that there are experienced, named people behind the service, not just a technology platform) reduces the operational risk perception significantly. A logistics provider with visible leadership converts better than one that hides behind a brand."
Conversion strategy
The closing section, “Explore Sustainable Food Delivery Logistics with Coolrun”, pairs a product illustration with a lead capture form, giving the prospect a final opportunity to engage after the page has built its complete case. The CTA appears after the FAQ, which is the optimal placement: resolve the last objections, then surface the form.
The blue CTA button maintains brand consistency while creating sufficient contrast against the lighter closing section to be immediately visible.
Positioning the savings calculator before the lead form is the correct sequencing for a cost-sensitive B2B audience. A prospect who has just seen that their fleet could save £40,000 annually is a qualitatively different lead than one who hasn't seen that figure. The calculator primes financial motivation at exactly the right moment, just before the conversion ask.
What we would evolve today
Add named client case study outcomes
“Company X reduced cold chain emissions by 76% and saved £52,000 in Year 1” is a specific, verifiable claim that a fleet manager can take to their own board. Named case studies with quantified outcomes convert B2B sustainability buyers more reliably than general metrics.
Test a fleet size qualifier in the lead form
Adding a single dropdown, “How many refrigerated vehicles do you operate?”, pre-qualifies leads and allows Coolrun’s sales team to prioritise follow-up by fleet size. Qualified leads convert to customers at a higher rate and require less sales effort per closed deal.
Surface a compliance certification badge
Food logistics operators work in heavily regulated environments. A visible temperature compliance certification, HACCP accreditation, or equivalent standard in the hero would immediately signal to a food manufacturer’s procurement team that Coolrun meets the regulatory requirements their supply chain demands.
Browse more logistics and sustainability examples in our landing page examples gallery. For related reading, see our guide to B2B Landing Page Examples.
Waseem founded Apexure in 2015 and has led its work on 3,000+ pages for 300+ clients since. He writes about what the team sees after the click, which is pages, forms, tracking and the systems behind them.
What the page leans on
The principles at work on this page, each named in the analysis above.
Authority bias
People trust credible experts. Certifications, awards, media mentions, and expert endorsements boost credibility.
Value anchoring
This principle influences visitor behaviour and supports the page's conversion goal.
Social proof
People follow the actions of others. Testimonials, reviews, and client logos build trust and reduce hesitation.
Loss aversion
People feel losses more strongly than gains. Framing around what they will miss motivates action.
Environmental responsibility
This principle influences visitor behaviour and supports the page's conversion goal.
What people ask about pages like this
Logistics buyers are operationally focused, they evaluate providers on reliability, cost per mile, compliance, and the practical mechanics of switching. A cold chain page that leads with a sustainability claim needs to immediately show the financial case alongside the environmental one. Fleet decision-makers will not act on 'decarbonise your fleet' alone; they need to see what that costs, what they save, and what the operational disruption looks like. A savings calculator that shows a specific figure, £40,000 per year, for example, converts the environmental promise into a business case that can be taken to a board.
A logistics comparison table converts best when it compares directly against the category the prospect is already using, diesel refrigerated transport, rather than against named competitors. 'Coolrun vs Traditional Refrigerated Logistics' intercepts the evaluation the fleet manager is already doing mentally and structures it in Coolrun's favour. The table should address the dimensions that matter most to logistics buyers: fuel costs, carbon emissions, temperature reliability, compliance certification, and maintenance requirements. Showing those comparisons pre-built removes the research burden and keeps the evaluation on the page.
A savings calculator on a logistics page turns an abstract cost-reduction claim into a specific figure that each prospect can calculate for their own fleet size. 'You could save £40,000 annually' is a essentially different proposition to 'businesses save on fuel costs', because it maps the saving to this specific organisation's operations. The calculator also creates engagement: a fleet manager who inputs their vehicle count and current fuel costs has invested attention in the page, which increases their commitment to completing the enquiry form.
B2B logistics trust signals work in a specific order of persuasiveness. First, named partner or accreditation logos, fleet managers need to see that established organisations have vetted the provider before committing operational infrastructure. Second, quantified metrics, percentage reduction in emissions, number of deliveries completed, temperature compliance rate, give the provider's claims a verifiable foundation. Third, case studies with named clients and real truck photography prove that the service exists at scale and has been deployed in real operational environments. Coolrun's page deploys all three layers.
Three more, taken apart the same way
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"Sustainability-led B2B pages face a specific conversion challenge: the audience is sceptical of environmental claims by default. They've seen too many pages that lead with 'green' and deliver nothing measurable. The way to convert a sustainability director is to show them numbers, emissions reduced by a specific percentage, money saved per year, delivery reliability rate. Decarbonising is the promise; the calculator and the stats bar are the proof."