A website built around what CNC buyers make

2,966

Quote requests, first year
+87%

Average time on site
422k

Visits in year one

High-ticket, high-research purchases

Great machines, a website that undersold them

ShopSabre builds high-quality CNC routers and plasma tables in Lakeville, Minnesota. CNC machines make ultra-precise cuts across a huge range of materials and products, for everyone from schools and hobby shops to production cabinetmakers and industrial fabricators. But a machine that can do almost anything is hard to explain, and nobody spends that kind of money without serious research.

ShopSabre’s copy was strong, but the website wasn’t helping buyers picture what they could make or see why ShopSabre beat the competition, and the user experience had fallen behind. ShopSabre needed a redesign that turned a great product story into a site buyers could actually use.

Website redesign & build

A redesign that shows what buyers can make and why ShopSabre stands out

We redesigned and rebuilt ShopSabre’s website around three goals: show buyers what they can make, make the case for ShopSabre over the competition, and deliver a much better user experience.

Industry & application pages

Showing buyers what they can make

We added new industry-focused and application pages, from cabinets and furniture to sign making and metal fabrication. Visitors can start from the work they do and find the right machine for it.
Product pages

High-fidelity pages for every machine

Each machine got a detailed product page that makes the case for ShopSabre: what the machine does, who it’s for, and why it’s built better. ShopSabre’s existing copy was strong, so we kept it and built the new pages around it.
Design & UX

A design that matches the machines

Our design team chose themes and color schemes that fit ShopSabre’s brand and made UX decisions that keep visitors engaged across the site. In the site’s first year, average time on site rose 87%.
Migration & launch SEO

A clean launch, with nothing lost

Our developers migrated a large library of content from the old site, and our SEO team planned the URL structure and launch SEO so ShopSabre kept the search visibility it had built. The new site went live in October 2023 with tracking in place for every quote request and call.