With a reputation for customer service and world-class quality, FederalEagle's businesses have helped the funeral industry serve its clients and families with dignity and compassion as well as quality. Federal Coach has been synonymous with safety, service, and value for over 100 years. Founded in 1982, Eagle Coach has established itself as a designer and manufacturer of coaches and limousines with elegant sophistication.


The soon-to-be FederalEagle needed to merge the digital properties of its Federal Coach and Eagle Coach brands into one cohesive website. The site needed to preserve each business's individual features, benefits, and essence while streamlining their separate processes for finding dealers, generating leads, registering vehicles, and requesting warranties.

To add to the challenge, the soon-to-be FederalEagle needed to launch the new site before the rapidly approaching NFDA International Convention & Expo.

"FederalEagle provided SHERPA the unique challenge of combining two industry-leader brands into a single online experience, all the while ensuring each brand maintained its own value prposition and brand voice."

- David Felfoldi, Chief Experience Officer


As the first of nine business unit redesign projects for JB Poindexter & Co (JBPCo), SHERPA recognized an opportunity to build a custom CMS to make managing all the digital properties easier for JBPCo and its business unit ecosystem. SHERPA began crafting a CMS framework that could continue to scale with each new project's shared and unique needs.

UX surveyed funeral directors to understand the unique demands and commonalities of Federal Coach and Eagle Coach customers, along with a review of analytics. Based on this data, UX designed an integrated information architecture yet simplified customer journeys and interactions for finding dealers, generating leads, registering products, and requesting warranties that would work effectively on mobile and desktop.

Collaborating with FederalEagle and JBPCo, SHERPA flexed its copywriting and UX writing muscle to compose just enough plain-language content to guide prospects during their customer journey from homepage to conversion.

Meanwhile, SHERPA worked with stakeholders to create a unified brand style guide to reflect the Federal Coach and Eagle Coach essences into a unified visual design for FederalEagle.

All the while, SHERPA kept an eye on the clock to ensure its lean strategy launched the site by its deadline.


Since launching on October 18, 2021, FederalEagleCoach.com has served not only to present the reliability and value of Federal Coach along with the sophisticated elegance of Federal Eagle but also increased leads by 2,667 percent.  

SHERPA proved how user research combined with UX best practices and a considered content strategy create customer journeys that convert and meet or surpass success metrics.

The custom CMS has continued to scale with each new JBPCo business unit redesign, adding new features as singular needs are identified while leveraging the original structure.

"Lean planning and execution, UX content best practices, and futureproofing are SHERPA's super strengths that allow it to help its clients succeed!"

- Jeff Blocker, UX Analyst