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Case Study

Modernizing the User Experience

Riggs Cat needed a partner to help bring their vision of a modernized website to life. In addition to being aesthetically and technically pleasing, the site needed to meet several goals, including representing their longstanding history in Arkansas and highlighting their wide range of offerings in new, used and rental equipment. Neuger Communications Group helped Riggs Cat develop a website to better serve a broad range of customers.

The Situation

Riggs Cat, one of the oldest Cat® dealerships in North America and the exclusive Cat dealer in Arkansas, had an outdated website. Not only did the site have functionality and navigation issues, but finding information was not an efficient or clear experience for their customers. The team at Riggs Cat set a goal to launch a new website in six months.

The Communications Challenge

There is no typical Riggs Cat customer or website visitor. From landscapers and contractors to facilities managers, internal sales reps and potential employees, satisfying the needs of a diverse audience was one the top priorities of the new website.

Ultimately, the Riggs Cat website overhaul had to communicate varied information in a clear, accurate and user-friendly way. Not only did the site need to serve as an inventory of new and used equipment, but it also needed to highlight promotions and specials, reflect up-to-date pricing information, demonstrate the ability to generate quotes and more.

The Strategy

Knowing that the website would serve a broad base of users, the Neuger team developed unique personas to help guide the entire website development process, ensuring that audiences’ needs were accounted for along the way. From there, we completed an analytics review, content audit, content plan and navigation plan and created wireframes to demonstrate how special functionalities would be addressed.

The Results

The website, which launched in April 2020, is a custom, user-friendly WordPress website featuring integrations with internal and external databases to ensure the most up-to-date product information is always available. Built in six months, the current site has approximately 35 pages, compared to their previous site, which had 200+ pages. Customers now have the ability to search for equipment used advanced filtering options, build quote lists and find parts and service information all in one site.    

This project was our first with Riggs Cat, and we are excited to build this partnership.

“We had an excellent experience working with Neuger Communications Group on our website overhaul project,” says Riggs Cat Graphic Designer Jamie Barrett. “Their team worked well with ours and really brought our vision to life. We had an old, outdated site that needed help aesthetically and technically. Now, we feel that we are “in with the times” and will have a great, continued partnership going forward with Neuger – they come highly recommended from all of us at Riggs Cat.”