Total Impact Guns & Range
An FFL-licensed gun dealer with a brick-and-mortar shop, an indoor range and an online store that ships firearms across the country. They run training courses in store, back their prices with a price-match guarantee, and give customers VIP, white-glove service.
Results
- 4x search impressions
- +182% clicks from Google
- +202% organic revenue
- +205% website visits
The challenge and the solution
The challenge
When they first came to us, the website was broken. It couldn't take orders or let people browse the inventory properly, and the apps behind it were held together with duct tape.
Once the site worked, the job was growing online sales. Firearms are tightly restricted in online advertising, so search is one of the main ways left to be seen, and they were up against large national online retailers selling many of the same products. They needed to be found, and they needed to give people a reason to buy from them instead.
The solution
We rebuilt the website first. The new site connects their in-store point of sale, their inventory and their distributors, so stock is tracked across the shop and the website and an order can be completed from either.
With a store that could handle high-volume orders, we turned to search. We paired a full SEO strategy with their curated catalogue, so people find them and have a reason to choose them over the bigger retailers.
Searches for the best home-defense shotgun moved them from position 27 to 7.
Strategies
Web design and development
A rebuilt store, connected to everything behind it so it can handle high-volume orders.
- An improved designWe redesigned the site so the inventory is easy to browse and buy from.
- Point of sale connectedThe in-store point of sale is linked to the website, so in-store stock sells online.
- One inventoryStock is tracked across the website and the shop, and orders can be completed from either.
- Distributors connectedTheir distributors' catalogues are featured on the site, and each order is routed to the right supplier or distributor.
- Apps that talk to each otherWe integrated the apps they need and set up the connections between them, so everything stays up to date.
SEO
SEO for an online store selling nationally, against much bigger retailers.
- On-page optimizationWe optimized the site's pages for the searches buyers make.
- Link buildingWe built backlinks to raise the site's standing with Google.
- Technical fixesWe handled the technical SEO alongside the on-page work.
More case studies
-
Rural Telecommunications of America (RTA)Rural internet provider, Texas
304%more qualified leads
A small provider up against AT&T, Spectrum and the rest, on a far smaller budget. We built their local search across Texas, then added Google Ads measured on customer lifetime value.
Read the case study -
Avanti Green Eco CleaningResidential and commercial cleaning, Las Vegas
+107%Business Profile calls
A previous agency's outdated tactics and broken tracking left them guessing. We cleared out the damage, then rebuilt their content, links and Business Profiles on research.
Read the case study -
123 RemodelingHome remodeling, Chicago
180%more organic traffic
Solid SEO everywhere except the links, spread across a separate site for each region. We cleaned up their links and gave every region its own link plan.
Read the case study
Talk through your online sales on a call
Whether it's the site behind your store or how people find it, we'll go through it with you in plain words.