Gallenson's Guns
Gallenson's Guns is the oldest gun shop in America, carrying a deep heritage and brand authority but operating in a market that has rapidly shifted online and become fiercely competitive nationwide.
Duration
2+ Years
Industry
Firearm Industry
Case Study: From legacy to leadership, Gallenson’s Guns entered the modern e-commerce era with measurable growth in traffic, rankings, and sales.
The Background
Gallenson’s Guns partnered with Copper Rock to modernize their digital presence under tight regulatory constraints, accelerate organic growth in highly competitive product categories, and create a scalable foundation for long-term online revenue.
Our engagement focused on speed, compliance, and performance, balancing legacy credibility with modern execution.
The Challenge
Gallenson’s faced three core challenges:
Outdated Digital Infrastructure
Their existing web presence did not reflect their legacy, nor did it meet modern UX expectations or e-commerce standards.Regulatory & Compliance Pressure
Firearms e-commerce requires strict compliance, leaving little room for error—yet the timeline allowed no margin for delay.Aggressive Online Competition
Larger, digitally mature competitors were already dominating search results, especially in Gallenson’s highest-value product categories.
The Strategy
We executed in phases to reduce risk while maintaining momentum.
Phase 1: Rapid Compliance-First Website (V1)
Built and launched a fully compliant website in under 30 days
Prioritized structure, legal requirements, and operational readiness
Ensured Gallenson’s could compete immediately without exposure to compliance risk
Phase 2: Modern UX/UI Rebuild (V2)
Re-architected the site with a clean, modern UX/UI
Improved navigation, product discovery, and conversion paths
Brought the internal team into a future-ready digital workflow
Phase 3: High-Intent SEO Execution
Focused SEO efforts on Gallenson’s most popular and competitive products
Optimized for nationwide visibility, not just local rankings
Targeted buyer-intent keywords instead of vanity traffic
Phase 4: Revenue Acceleration Campaign
Designed and managed a strategic giveaway tied to on-site spend
Handled all technical setup, promotion, and execution
Used the campaign to convert new traffic into immediate revenue
The Results
The combined strategy delivered measurable impact in a short window:
4 first-page Google rankings in highly competitive firearm product categories
+760 keyword increases nationwide in just 3 months
Double-digit growth in the first month post-launch, with continued month-over-month gains
40% increase in sales during the strategic giveaway campaign
A fully compliant, modern website positioned for long-term scale
The Takeaway
Legacy brands don’t lose because they lack credibility they lose when their digital execution doesn’t match their authority.
By pairing speed + compliance + modern UX + intentional SEO, we proved that even in one of the most regulated and competitive industries, disciplined strategy beats rushed marketing.
This framework is now repeatable:
Launch fast without cutting corners
Optimize once data exists
Layer growth initiatives only after the foundation is solid
That’s how you modernize a legacy brand—and make it competitive again.
