Attach2
- Web & App Development
- Design System
- Brand & Growth Strategy
- System Integration & Cloud
A catalogue that has to fit.
Attach2 has built excavator attachments for over thirty-five years — couplers, grabs, buckets and the tilting hitches that sit between a machine and the work. The company exists because its founder ran an excavator hire business and kept waiting weeks for attachments to turn up, so speed is not a marketing angle here, it is the origin story.
UrbanIQ worked on attach2.com — the front-end build, the design system behind the catalogue, the brand and messaging, and the integration work that keeps product data moving. The difficulty was never describing the products. It was that a visitor arrives with a machine already on site and one question the catalogue has to answer first: will it fit?
Chapter One
Entry · The Brief
Specification,
before persuasion.
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Four couplers sit side by side on one page — Heli-Tilt, Ram-Tilt, Sure-Grip, Mini-Tilt — and the thing separating them is not a value proposition. It is 180 degrees of tilt against 90, a draw pin against a hydraulic hitch, what is fully compliant and what carries a three-year warranty. The specification is the content, and a buyer standing beside an idle machine reads it that way.
That pulls three ways at once: product pages where the attributes are structured data rather than paragraphs, so a range can be filtered and compared instead of read end to end; a catalogue that stays correct across regions with their own stock, standards and phone numbers; and a downloadable handbook of specifications that has to agree with the site every time either one changes. UrbanIQ worked across all three.
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01
Node.Challenge Fit
Will it fit my machine?
An attachment is not chosen the way a subscription is. It has to match a tonnage class, a coupler standard, a pin configuration and a hydraulic circuit, and getting any of that wrong means freight both ways and a machine still not working. The catalogue is answering a compatibility question long before it makes a case for the brand.
So the range is presented as attributes that can be filtered and set side by side, and the numbers are given plainly. The site has to let someone rule products out quickly, which is the fastest way to be trusted by a person in a hurry.
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02
Node.Challenge Regions
One range, several markets.
The same coupler is sold into markets with different standards, different stock on the shelf and a different number to call. A regional site is not a translation exercise — a page can be right in one market and wrong in another while the words stay identical.
So market-specific facts live as data on the product, never baked into the page. The site has to tell the truth per region without forking.
Engineering notes
Specifications as data
Tilt range, warranty, compliance, pin configuration and weight class are fields on the product, not sentences inside a description. That is what lets the range be filtered, compared and re-ordered without anyone rewriting a page, and what keeps a correction to one figure from having to be made in four places.
Region as configuration
Stock, contact details, compliance notes and availability resolve per market from the same components. A region is a set of values attached to the range, not a second copy of the catalogue — which is what stops one market quietly shipping last year’s specifications.
The handbook has to agree
The downloadable handbook carries pricing, specifications and configuration for the whole range, and a customer will hold it next to the site. Two sources of truth that disagree cost more credibility than either earns, so the handbook is treated as an output of the same product data rather than a document maintained beside it.
Chapter Two
Entry · Closing Remarks
A catalogue,
sized to the range.
✦
The result is a catalogue that carries a growing range without growing a maintenance problem. A new attachment arrives as a record with attributes rather than a page to be written, it appears in the filters the moment it exists, and a specification corrected once is corrected everywhere it appears.
Attach2 now sells the way it operates: fast, specific, and straight about what fits. For a company founded on the frustration of waiting weeks for the right attachment, a site that gets someone to the right one quickly was the whole point of building it this way.