Web Strategy
A better way to connect users to products.
The ask.
Scoular came to Ervin & Smith with a challenge: how to better serve its business units by connecting users with the product and product content they were actually looking for. With hundreds of agricultural offerings spread across multiple business units, the existing site featured product and category pages that had been built individually over time.
The truth.
Users weren’t just landing on Scoular’s site to learn about the company—they were searching for specific products and services. The existing structure made it difficult to draw clear connections between those search behaviors and Scoular’s offerings. Moreover, given their different goals and perspectives, a one-size fits all-approach was not viable as each business unit had its own approach for product and category pages which created silos, making it harder for users to find what they needed throughout the site. This all resulted in structure inconsistencies, limited scalability, and a disjointed user experience. Without a unified strategy, Scoular risked missing opportunities to support its business units, capture search traffic and convert interest into leads. Scoular needed a solution that could not only bring order to its catalog but also have some flexibility while improving product discoverability with prospective customers – all to ultimately drive more qualified inquiries.
The solution:
Ervin & Smith developed a scalable, standardized, yet flexible, approach to showcase Scoular’s full product portfolio. At the heart of the solution: robust product and category pages that were designed to be interconnected across business units—transforming what had once been a fragmented collection into a cohesive, user-friendly catalog.
To support this, we:
- Gathered input from the various business units to understand the most complex scenarios and determine the lowest common denominators, allowing us to design a solution that would satisfy all asks while future-proofing the site
- Conducted SEO research and analysis to prioritize products and categories, ensuring the most relevant content was elevated for both users and search engines.
- Created flexible page templates that could adapt to different levels of content depth and category importance.
- Implemented careful schema markup, clear metadata, and structured interlinking—all of which are considered generative engine optimization (GEO) practices to make the catalog more visible to AI-driven search experiences.
- Built a custom, automated import process to including an automated import process to efficiently populate more than 200 product pages.
- Worked closely with Scoular to fill out content gaps between existing product pages and the newly designed templates.
- Designed a new site navigation and mega menu that allowed Scoular to showcase, search, and organize products in a way that could be tailored for each business unit.
The result was not just a product catalog, but a future-proof system that improved the on-site experience, streamlined management for Scoular’s teams, and enhanced visibility in both traditional and generative search environments.
The impact.
Within the first six weeks of launch, the new product catalog delivered immediate and measurable improvements: Scoular saw a 19% increase in users and a 23% lift in organic search sessions, demonstrating stronger visibility and engagement.
Results
32% more page views
after implementing GEO best practices.
38% more downloads
of marketing materials.
37% lift in form inquires.
50+ new keyword rankings
and 100+ improved rankings.
Scoular now has a scalable, SEO- and GEO-friendly product ecosystem that not only supports its business units but also provides a better, more connected experience for customers worldwide.