Gunsmithing + 07/02 FFL/SOT · service-led search
A specialised gunsmithing and manufacturing shop made findable
A specialised gunsmithing and manufacturing operation whose real expertise was invisible online — rebuilt around the specific services customers search for.
Systems deployed
ConceptualThe challenge
Armored Boar Gunworks does specialised work: builds, machining, cerakote, custom and NFA-adjacent services carried out under an 07/02 FFL/SOT. That is exactly the kind of work customers search for by name.
The problem was not capability. It was that the website presented the shop as a single undifferentiated business, so none of the individual services had a page that could rank, be linked to, or be quoted by an AI answer.
The approach
Every engagement is scoped against the same five systems. These are the ones that carried the work here.
Every distinct service was given its own page with real detail: what the work involves, what it applies to, what the customer needs to supply and how the job is handled. Search demand for gunsmithing is specific, so the architecture had to be specific.
The 07/02 FFL/SOT status was surfaced as expertise signal and qualification, giving both customers and search engines an unambiguous reason to treat the shop as authoritative on the work it performs.
Local search, structured data and service-area content were built so nearby customers find the shop for the job they need done rather than for a generic category term.
Enquiry paths were tightened so a service request arrives with the information the bench actually needs, instead of a bare contact form that starts three days of back-and-forth.
What we built
Where it stands
The shop's specialisms are now individually addressable — each service has a page a customer can land on, link to and act from.
Enquiries arrive better qualified because the page did the explaining before the phone rang.
Platform & tooling
We publish what was built and how it works. We do not publish client revenue, traffic or ranking figures without the operator’s written approval.
More work
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Topical authority for a category most buyers search by name
A specialised platform builder competing in a narrow, technical category — built around high-intent search architecture rather than broad firearm keywords.
Multi-location firearm retail · WooCommerce · FFL Cockpit
A multi-location retailer running one connected system
Two retail locations, a live firearm catalog and a transfer operation, unified behind one ecommerce, inventory and marketing system instead of three disconnected tools.
Systems Assessment
A Systems Assessment maps your growth, payment, fulfillment, retention and operating systems, then shows which one is currently holding the business back.