The verdict in three sentences
For a 60-truck logistics carrier in Amsterdam, a website with an online quote form and a careers page costs 10,000 to 20,000 EUR in 2026, depending on whether you add a freight price calculator. API shipment tracking is an option at around 4,000 EUR. A well-built site can halve the cost of acquiring a shipper compared with Google Ads, where freight keywords cost 35 to 60 EUR per click.
Two goals, two separate journeys
A carrier website serves two audiences with nothing in common. The shipper (a supply chain manager at a manufacturer or an e-commerce brand around the Port of Rotterdam or Schiphol) looks for capacity, coverage, lead times and quote responsiveness. The driver looks for pay, schedules, route type and home time. Mixing both on the homepage loses both. The right structure separates Ship with us and Join the team from the main menu.
| Page or feature | Audience | Key content | Indicative cost (EUR) |
|---|---|---|---|
| Homepage | Shippers and candidates | Fleet, coverage, two calls to action | included |
| Service pages (FTL, groupage, reefer, warehousing) | Shippers | Capacity, lead times, certifications | 500 to 900 per page |
| Quote form | Shippers | Origin, destination, weight, pallets, date | 800 to 1,500 |
| Freight price calculator | Shippers | Instant indicative rate by zone and pallet | 3,000 to 5,500 |
| Careers and openings | Drivers | Pay, routes, benefits, mobile application | 1,500 to 3,000 |
| Coverage pages (Benelux, Germany, EU) | Shippers | Transit times and frequencies | 400 to 700 per page |
| Tracking portal (option) | Shippers | Shipment status via TMS API | about 4,000 |
2026 quote grid for a carrier in Amsterdam
The ranges below are 2026 orders of magnitude for Dutch B2B agencies. They include design, development, first-year hosting and conversion tracking. For comparison, a similar 12-page scope costs 5,500 to 8,500 EUR excl. VAT in Rennes, France.
| Package | Scope | Price (EUR, excl. VAT) | Timeline |
|---|---|---|---|
| Essential | 8 pages, contact form | 6,000 to 9,000 | 4 to 6 weeks |
| Standard | 12 pages, quote form, service pages | 10,000 to 14,000 | 6 to 8 weeks |
| Growth | 15 to 18 pages, freight calculator, careers | 14,000 to 20,000 | 8 to 10 weeks |
| Growth + tracking | Same + TMS-connected portal | 18,000 to 24,000 | 10 to 12 weeks |
| Maintenance | Updates, backups, small changes | 150 to 300 per month | ongoing |
| Local SEO retainer | 2 pieces of content, 30 keywords tracked | 800 to 1,800 per month | ongoing |
The maths against Google Ads
On searches such as transport company Amsterdam or pallet freight Benelux, cost per click ranges from 35 to 60 EUR on the most commercial keywords in 2026, with a click to quote request rate of 4 to 8 %. A paid shipper lead therefore often costs 500 to 1,000 EUR. A site ranking on 20 to 30 local and service keywords brings organic requests that, once the build is amortised, cost 200 to 400 EUR per lead.
| Channel | Cost per click or per month | Conversion rate | Cost per shipper lead |
|---|---|---|---|
| Google Ads freight keywords | 35 to 60 EUR per click | 4 to 8 % | 500 to 1,000 EUR |
| LinkedIn Ads supply chain | 8 to 14 EUR per click | 1 to 2 % | 600 to 1,200 EUR |
| Freight exchange | 150 to 400 EUR per month | variable | thin margins |
| Local and service SEO | 800 to 1,800 EUR per month | 3 to 6 % | 200 to 400 EUR |
| Online quote calculator | amortised over 24 months | 8 to 12 % | 150 to 300 EUR |
Mini case study
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Sarah, COO of a 60-truck carrier in Amsterdam, spends 3,000 EUR per month on Google Ads for about 4 shipper requests, or 750 EUR per lead. She invests 17,000 EUR in a site with a freight calculator and careers page, then 1,000 EUR per month on SEO. After 8 months, the site generates 9 requests per month, 5 of them organic. She cuts the Ads budget to 1,500 EUR. Total monthly cost: 2,500 EUR for 9 leads, or 278 EUR per lead, almost three times less. On hiring, 6 drivers recruited through the careers page save around 1,500 EUR of job board spend each, 9,000 EUR over the year.
FAQ
Is an online freight calculator reliable?
It gives an indicative rate based on zone, pallet count and weight, with a 10 to 15 % margin. The firm quote still comes from operations within 2 to 4 business hours.
Can the site connect to our TMS?
Yes, if the TMS exposes an API. Budget around 4,000 EUR to show shipment status in a secure customer portal.
Do we need Dutch and English versions?
For international shippers, yes. An English version of 12 pages adds 1,500 to 3,000 EUR with professional translation.
Does a careers page really help hire drivers?
It converts better when it shows gross pay (about 2,700 to 3,400 EUR per month for an HGV driver in the Netherlands, 2026 order of magnitude), route type and a 3-field mobile application.
Let's scope your project. A 12 to 18 page carrier site with online quoting, indicative budget of 10,000 to 20,000 EUR plus optional tracking, live in 6 to 10 weeks. Detailed quote within 48 h. WhatsApp +221 77 596 93 33.
Mohamed Bah
Fondateur, Kolonell
Passionate about digital and entrepreneurship in Africa, Mohamed has been helping Sénégalese businesses with their digital transformation since 2020. Founder of Kolonell, he believes every SME deserves a professional and accessible online présence.
