Urschel Laboratories

Americaneagle.com partnered with Urschel to design and build an engaging, high-performance website focused on showcasing Urschel cutting equipment. Together, they pursued uncompromised user experience on both the front-end and back-end.

The new website would be a prominent representation of Urschel’s trusted name and machinery. A clear priority for the development team was showcasing the quality and cutting innovations that had, since the early 1900s, led the growth of the Urschel family business and brand. An engaging timeline was created to share the Urschel story decade by decade. The Urschel commitment to the highest quality machines, their colleagues, and community is consistently represented throughout the company’s growth.

The global food industry turns to Urschel for cutting solutions that they can count on. The new website is where many prospects go to explore Urschel gold-standard cutting machines and applications. Intuitively organized navigation, as well as clear machine images and details, efficiently introduce Urschel’s extensive inventory of dicers, slicers, shredders, milling equipment, and more. The addition of a robust new product detail page for each machine provides its features, supporting documentation, and direct contact information for regional sales representatives. This improved user experience has helped to better inform prospects and enable quick contact with Urschel sales reps.

Urschel considers their colleagues to be the most essential and consistent representation of its brand’s commitment to quality. Prioritizing the continued recruitment of exemplary teammates, advancements were made to the careers section of the new website. The online application process to help prospective employees apply for open positions received significant attention. Previous solutions would not allow a job seeker to apply for more than one open position. Acknowledging that a candidate often has the qualifications and experience to be a good fit for more than one position within Urschel, the new solutions enable efficient application to multiple job openings within a single submission.

With WordPress at the core of next-generation website solutions, the new Urschel website is now hosted by WP Engine. Known for their pace-setting speed, performance, and reliability, WP Engine also provides unparalleled security measures and business confidence.

Following the launch of the new website, the digital marketing team at Americaneagle.com continued to partner with Urschel to consistently maximize online reach, engagement, and orders. Building upon initial search engine optimization efforts, timely SEO considerations are effectively boosting Urschel brand visibility relating to key search terms. The first completed quarter since the launch of the new website showed successful increases in users acquired via organic search as well as the number of active sessions from those users.