WorkGreystone USA

Greystone USA

A Shopify storefront for American-made pasture and arena equipment, sold to the people who work the ground

2025Home & Garden

The brief

Greystone USA builds arena drags and pasture equipment the old way — American steel, made to outlast the truck that tows it. Their customers don't browse, they research. We designed and built a Shopify store that respects that: custom product templates that answer a rancher's questions straight, a large catalog held in working order by search and filtering, and product storytelling that earns trust the way the equipment does — by being solid all the way through.

+35%

Conversion rate after relaunch

2.1x

Time spent on product pages

+38%

Orders without a phone call

The storefront

Built like the equipment

No gloss, no gimmicks: the storefront works the way the customer does. Real footage of the equipment in the dirt leads the way, collections sort the range by the job at hand, and search and filtering get a rancher from problem to product without a detour. It reads like a company that would rather show you the weld than tell you about it.

The craft

Spec sheets that talk like a rancher

Equipment this serious gets bought on details, so each product page answers them plainly: custom templates that cover the specs, the hitch, and the ground it's made for, options that read at a glance, and the story of how it's built where it earns the price. Back in stock notices hold the demand when a run sells out, and multi-currency serves the buyers across the border.

In hand

Researched from the tailgate

These orders get considered in the field — one hand on the phone, one on the gate. The mobile store holds up: product pages whose specs read without zooming, imagery that shows the build up close, and a path to checkout that doesn't waste a working man's time. The blog carries the know-how between purchases.

The store in hand

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The system

One steel-straight voice, every page

From the homepage to the last implement in the catalog, the store speaks plainly and looks the part: honest photography, working type, and layouts that put the equipment first on every page. As the range grows, the system keeps the order — and the brand keeps sounding like the people who build the thing.

Across the store

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“Our buyers used to call because the old site couldn't answer their questions. Now the product pages talk like we do, and the orders come in while we're out in the shop.”

FounderGreystone USA

Where it landed

Greystone USA now sells its equipment from a storefront as straightforward as the steel: the catalog stays in working order, product pages answer like the shop floor would, and buyers across the border order in their own currency. The team runs the range and the know-how themselves, and the store holds the line as the product list grows.

Services

Ecommerce strategy & discoveryShopify store designTheme developmentConversion rate optimization (CRO)International markets

Features

Custom product templatesSearch & filteringProduct optionsBlogBack in stockMulti-currencyCollection dropsLarge catalogProduct storytellingReviewsAbout us

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