Saltech Systems collaborated with Murray McMurray Hatchery, a leading supplier of rare and heritage poultry breeds, to redesign their website with a focus on user experience, mobile responsiveness, and streamlined eCommerce functionality. Recognized nationally for their commitment to quality and customer service, Murray McMurray Hatchery needed a digital platform that could support their extensive product catalog while delivering a smooth, engaging shopping experience for poultry enthusiasts across the country.
The new website was designed to highlight the hatchery’s unique breed offerings, provide easy navigation through complex product categories, and integrate advanced search and filtering tools. By combining visually appealing design with robust backend functionality, Saltech Systems helped Murray McMurray Hatchery strengthen their online presence and improve customer engagement in a highly competitive market.
Before partnering with Saltech Systems, the Murray McMurray Hatchery website faced several challenges that limited its effectiveness as a sales and marketing tool. With an extensive catalog of rare and heritage poultry breeds, the site struggled to present its products in a way that was both user-friendly and scalable. Customers often found it difficult to navigate the wide range of offerings, and the lack of advanced filtering options made it hard to quickly find specific breeds or supplies.
Mobile responsiveness was another significant issue. As more users accessed the site from smartphones and tablets, the existing design failed to deliver a smooth, accessible experience on smaller screens. Slow page load times and outdated layouts frustrated users and increased bounce rates, potentially leading to lost sales.
From a technical perspective, the previous eCommerce system lacked integration flexibility and did not provide the Murray McMurray Hatchery team with easy tools for managing inventory, promotions, or customer interactions. Updating product details and launching new campaigns required cumbersome manual work, limiting agility in a competitive market.
Finally, the branding and visual design no longer reflected the hatchery’s reputation for quality and heritage. The outdated look failed to inspire confidence or effectively communicate the passion behind their unique poultry offerings.
Addressing these challenges required a comprehensive redesign that balanced visual appeal, user experience, and technical functionality, ensuring the Murray McMurray Hatchery website could meet the demands of modern consumers and support the company’s continued growth.
The vision for the Murray McMurray Hatchery website redesign was to create a vibrant, user-centric platform that showcases their extensive collection of rare and heritage poultry breeds while providing a seamless shopping experience for customers nationwide. The goal was to build a site that reflects the hatchery’s dedication to quality, sustainability, and customer satisfaction—core values that have defined the brand for decades.
Murray McMurray Hatchery needed a website that could handle a complex product catalog with ease, enabling customers to quickly find and purchase their desired breeds and supplies through advanced filtering and search capabilities. At the same time, the design needed to evoke trust and highlight the hatchery’s rich heritage, using a fresh, modern aesthetic that appeals to both longtime poultry enthusiasts and new customers.
Additionally, the site had to be fully responsive and accessible, providing an optimal experience on all devices from desktops to smartphones. The backend system needed to empower the Murray McMurray Hatchery team to efficiently manage inventory, update product information, and launch promotions without technical bottlenecks.
Ultimately, the vision was to develop an e-commerce platform that supports growth, engages customers with compelling content and visuals, and reinforces Murray McMurray Hatchery’s position as a leader in the poultry industry.
Saltech Systems began the project by conducting a comprehensive discovery and strategy phase to fully understand the unique needs of Murray McMurray Hatchery. With a vast catalog of rare and heritage poultry breeds, it was essential to identify how to best organize and present their products to create an intuitive and enjoyable shopping experience for a wide range of customers, from hobbyists to commercial buyers.
Our team performed a thorough audit of the existing website, analyzing site architecture, user flow, and eCommerce capabilities. This review highlighted key challenges, such as complex navigation, limited filtering options, and a backend that constrained efficient inventory management. We also assessed site performance and mobile usability to identify areas needing improvement.
To gain deeper insight, we collaborated closely with the Murray McMurray Hatchery team, including marketing, sales, and operations stakeholders. Through workshops and interviews, we defined project goals focused on enhancing user experience, boosting conversion rates, and enabling the hatchery to maintain product data independently with minimal technical barriers.
Based on this discovery, Saltech Systems developed a strategic plan that included redesigning the site structure for simplified navigation, integrating advanced search and filtering tools, and implementing a flexible content management system tailored to the hatchery’s workflows. We also outlined SEO best practices to improve organic search visibility and drive qualified traffic.
This strategic foundation ensured that the redesign would meet the specific needs of Murray McMurray Hatchery’s diverse customer base while providing scalability and ease of maintenance for future growth.
Building on the strategic foundation, Saltech Systems’ design team crafted a visually appealing and user-friendly website tailored to the needs of Murray McMurray Hatchery’s customers. The design focused on creating an intuitive experience that simplifies browsing a vast selection of poultry breeds and related products, helping users quickly find what they need.
The visual direction embraced a fresh, clean aesthetic inspired by the hatchery’s rich heritage and commitment to quality. We incorporated warm, natural color palettes and high-quality imagery to highlight the uniqueness of the rare and heritage breeds. Consistent branding elements throughout the site reinforced trust and familiarity with the Murray McMurray Hatchery name.
To improve usability, we redesigned the navigation structure with clear categories and advanced filtering options, allowing customers to sort products by breed type, availability, and other key attributes. Responsive design principles ensured the site performs flawlessly on desktops, tablets, and smartphones, meeting the expectations of today’s mobile-first shoppers.
Interactive features such as product galleries, detailed descriptions, and customer testimonials were integrated to provide a rich, engaging experience. Prominent call-to-action buttons guide users toward making purchases, signing up for newsletters, or contacting customer support, all designed to drive conversions.
The end result is a website that not only looks inviting but also functions seamlessly, reflecting the professionalism and passion behind the Murray McMurray Hatchery brand while enhancing the overall customer journey.
With the design finalized, Saltech Systems’ development team set out to build a high-performance, scalable website for Murray McMurray Hatchery. Leveraging a flexible WordPress content management system, we crafted a backend tailored to the hatchery’s specific needs, empowering their team to easily manage an extensive product catalog and update content without technical barriers.
The development focused on delivering fast load times, mobile responsiveness, and robust eCommerce functionality. We implemented advanced product filtering and search capabilities to help users navigate the wide variety of poultry breeds and supplies. Security measures such as HTTPS, spam protection, and user permissions were integrated to protect both the website and its customers.
To optimize SEO performance, the site was built with semantic HTML, proper metadata, schema markup, and clean URL structures. These technical improvements increased the Murray McMurray Hatchery site’s visibility on search engines, driving organic traffic and attracting more poultry enthusiasts nationwide.
The modular CMS design also allows the hatchery’s team to create new pages, promote seasonal offers, and publish blog content easily—supporting ongoing marketing efforts and customer engagement.
Before launch, Saltech Systems conducted comprehensive quality assurance testing, including cross-device compatibility checks, accessibility audits, and performance optimizations. Working closely with Murray McMurray Hatchery, we ensured a smooth transition to the new website with minimal downtime and disruption.
Post-launch, we provided training sessions to empower the hatchery’s staff with the tools needed to manage their site confidently. Our ongoing support includes regular updates, security monitoring, and technical assistance, helping maintain optimal site performance and adapting to evolving needs.
The redesigned Murray McMurray Hatchery website has since delivered improved user engagement, higher conversion rates, and increased search engine rankings. This digital transformation supports the hatchery’s mission to connect poultry lovers with rare and heritage breeds across the country through a platform as trusted and dependable as the brand itself.
