Tag the champion with Q or E before W, then keep stepping for fresh shotgun knees, because Urgot loses a lot of real damage when Purge locks onto minions or when he fights like a stationary turret.
Levels 2 through 8 are where Urgot lanes usually go wrong: level 1 can be violent, but after that you get more from preserving useful knees and a real E flip threat than from spending passive procs on the wave or throwing E first.
Urgot side lane works best in short, heavy bursts—one more wave, one more tower chunk, one more bad answer for the enemy—because his recent wins are tied to tearing open top lane early enough that the lead does not just sit there until the game gets tidy.
Ult the body you can actually finish, not the one that only looks ideal on the scoreboard. If a bruiser or frontline is already stuck in your W, taking knees, and close enough that R will force execute pressure soon, that is usually better than fishing past them for the backline and dropping your whole pattern. The fear is part of the payoff, so a clean ult on the first committed target often opens the rest of the fight anyway. In lane, use R once E or Q has made the path predictable; in skirmishes, cast it on the target you can keep walking with.
Urgot's basic attacks and Purge periodically trigger blasts of flame from his legs, dealing physical damage.
Fires an explosive charge at the target location, dealing physical damage and slowing enemies caught in the explosion.
Urgot slows himself while he unloads his weapon on nearby enemies. Prioritizes enemy champions Urgot has recently struck with other abilities and triggers Echoing Flames.
Urgot charges in a direction, shielding himself and trampling non-champion enemies. If he catches an enemy champion, he will stop and hurl them out of his way.
Urgot fires a chem-drill that impales the first enemy champion hit. If that champion falls below a health threshold, Urgot judges them weak and can execute them.