Prime Implements

The challenge

Prime Implements produces attachments for equipment that contractors already run, including tractors, mini excavators and skid steers in standard and mini sizes. Nobody visiting is shopping for a new machine. They want a tool that fits the one they have.

The site needed to make that fit obvious straight away, feel as tough as the products and keep a phone call easy for buyers who are usually standing on a job site.

Our approach

Our thinking started with the attachment, not the host machine. Right below the hero, a row of cards asks buyers what they own, whether a tractor, a mini excavator, a skid steer or a smaller skid steer, so they sort themselves before reading any brand copy. At the very top, a brush cutter is caught mid-job, clearing thick undergrowth.

Outdoor photos of the machines at work are framed in red and navy. Beside the mission statement is a root grapple on a yellow tracked loader. Plain white icons stay quiet, leaving the equipment photos to grab attention. We built a page for each attachment category, a section on product testing and after-sale support, a walkaround clip, and footer opening hours where dealers expect them. On phones, machine cards form a single column, the two main action buttons stretch full width and the call button suits gloved hands.

The results

Buyers can now start from the machine they own, browse the matching attachment category, watch a walkaround and reach the team through either contact route. Every category was live on day one, and the footer closes on the company's promise of quality tools at good value.