Digital Marketing For Gun Ranges
Are you looking for specific strategy ideas to help you get more foot traffic, sales, and signups at your gun range? We can help.
The Best Marketing Strategy For Your Gun Range
Look, we’re just going to come right out and say it: the best way to market your gun range, or almost any business in 2025, is online. The most important strategy objective you can have in this day and age is to get found online. Think about it. How did you find this page? You had a question, and you asked Google (there’s an 8%-12% chance you asked Bing instead). Well, guess what your customers are doing? The exact same thing. And if they’re not asking a search engine, they’re asking their maps app or digital assistant. That means your strategy needs to revolve around Search Engine Optimization (SEO).
What is SEO?
- The Different ‘Types’ of SEO: Technical SEO is optimizing your website code so that search engines can crawl your website correctly. Local SEO is optimizing your site and maps profiles so that users who are near your physical location can find you. On-page SEO is creating and optimizing content that’s valuable to your users, which is easy for them to access and use. Off-page SEO is earning backlinks and getting your business into directories and onto lists (the good kind).
- SEO Is The Art & Science Of Getting Found Online: Ranking on the first page of search engines, whether that’s Google, Bing, Maps apps, or video directories like YouTube, is the basic premise of most SEO. The first 3 results will get over 80% of the traffic for a given query, on average.
- It’s Not Just About Rankings: Good SEO revolves around helping search engines understand that you and your website are the right answer for the questions your customers have that are most impactful to your business. We don’t care if your website ranks well for “gun shop in X city with the cranky guy who works on wednesdays”, as that search is hyper specific and unlikely to bring in enough traffic to affect your bottom line. We do care if your website ranks well for “gun store in X city” or “CCW class near me”. So – rankings matter, but they matter the most for important queries related to your specific products and services.
- A Well Optimized Online Presence = REVENUE: If more people are finding you and your website as the answer when they have questions, your revenue will go up. Whether those questions are higher funnel (difference between mossberg 590 and mossberg 500?) or very low funnel (Saturday CCW class near me), more traffic from those queries will lead to higher sales.
Case Study: The Range 702 in Las Vegas
We’ve been working with The Range 702 for many years, but only in the last 2 years have they wanted to focus on their classes and training.
The Challenge: While The Range 702’s CCW classes and 1:1 training had very good reviews and a good overall reputation, there were over 3 dozen other providers of these classes in the greater Las Vegas metro; from individual/private instructors to gun clubs, other retail range businesses, and resellers. While The Range 702 had a handful of page 1 rankings for different CCW terms, they were not on Page 1 for many other CCW related searches, and had no Top 3 rankings for CCW classes. While we knew that The Range 702 was the best answer when someone wanted to take a CCW class, we needed to help Google and other search engines recognize it.
The Solution: Research, Research, Research: We spent hours researching how people looked for firearm classes online, what terminology was most often (and least often) used, and which competitors ranked well for the different ways in which people searched. Search Optimization: We used findings from our research to inform our strategy for the content we needed to create, the questions we needed to answer, and the way we needed to structure the website in order to make it easy for customers to find and sign up for classes online.
The Results: The Range 702 now ranks #1 for nearly every iteration of the query “ccw class” in the Las Vegas metro area. We hold the featured position in Bing. Q1 2024 (Jan-Feb-Mar) to Q1 2025 saw a staggering 44% increase in CCW class signups. In fact, over the course of 2024, The Range 702 had to increase capacity in their classroom and split renewal classes from initial permit students in order to meet demand. They’ve also added an additional class every other week during high demand periods.
Improve Your Range’s Digital Marketing
If you want to boost your range’s bottom line and reach new customers in your city, we can help. Our team has over 50 years of combined experience in digital marketing, including online marketing for firearms related businesses. We understand the specific challenges you face and the often unfriendly way that online platforms treat your business. We also understand how to work within and sometimes around these restrictions.
Fill out the form below and we’ll send you a FREE, zero obligation, 5 minute video of our team reviewing your website and giving you our perspective on what can be done to earn more traffic online. If you’re interested in speaking with us after you review the video, great – we’d love to chat. If you’re not, we won’t bother you.