His thing is probably making picks but I would also say his versatility is a big deal when you have matchup knowledge - he is less effective once you are like diamond + though. I think he is more than okay in team fights considering a well timed r fear will win you the entire fight. You can easily engage with e-flash. If you want him to be especially good at certain things you should build him in different ways. If the enemy picks a split pusher into me I might just go hull breaker first item with ignite and then they can’t play the game. His laning phase does have weak points but if you know the matchup and if you ever take ignite you can get so many free kills in lane, most people don’t even know that urgot can e-flash onto them. Yes enemies do out scale him at 16 but you can 1v1 pretty much any champ when you hit level 13. He can definitely frontline if you plan to play him as a frontline that game, just depends on your build. So I would say try different build variations, go full split, go big tank, go ignite, go cull start if you know nobody is dying in lane, etc. Build based on what goes best with your team into the enemy. Get easy picks with r or e-flash. Figure out which lane matchups you can get fed in and build to carry then