Aury Australia: A fifteen-year purchase decision, made from a browser

Zimple Digital designed and developed Aury Australia's website around equipment selection, service information and the context needed for a technical enquiry.

Heavy capital equipment has an unusual web problem.

Aury Australia manufactures vibrating screens and centrifuges for coal and mineral processing, from a head office at Rutherford in the Hunter with offices at Paget in Mackay and Bassendean in Perth. More than 3,500 Aury vibrating screens are operating globally.

Restraint was the design decision, and it was a decision rather than a shortage of material. Two equipment categories, consumables, service, and the things a procurement team actually verifies: manufacturing capability, quality certification, and which of the three service locations covers their site. Every additional page would have been a page between a buyer and the answer they came for.

The category structure gives the product photography a specific job. A visitor first needs to recognise the type of equipment they are looking for; detailed discussion of an application can follow from that choice. Screening solutions and centrifuges are therefore distinct starting points, with the service information carrying the questions about support. This keeps the main navigation close to the way an equipment buyer or operator frames the task, rather than the way a general corporate brochure might divide its pages.

The enquiry form carries the same logic. It captures company and position alongside contact details, because in this sector who is asking determines what the answer should be. A maintenance superintendent with a failed screen and a procurement lead scoping a plant expansion send the same enquiry through the same form and need completely different responses, and the difference has to be visible before anyone picks up the phone.

The form also leaves a substantial message area for the request itself. Company and position provide context, while the open field lets the sender describe the application, the equipment or the assistance they need in their own terms. Those inputs serve different purposes, so they remain visibly separate. The surrounding enquiry copy points urgent requests towards the relevant departments, acknowledging that a general message is only one way of starting a conversation with Aury.

That is the practical relationship the website supports: enough structure to introduce the person and the problem, with space for the technical discussion that follows. Its usefulness rests on making the first contact clear and specific.

A mineral processing manufacturer and a volume homebuilder need close to the opposite things from a website. This one was built accordingly.

Australian Web Awards finalist, 2026.

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