COMING SOON: Schupbach's Sporting Goods Website Redesign

A website redesign to reclaim digital control to drive in-store traffic and customer engagement.

Schupbach's Sporting Goods faced several critical challenges with their outdated website:

Poor User Experience: The outdated visual design and disorganized content made it difficult for customers to find information, resulting in low conversion rates.
Lack of Mobile Optimization: The website was not responsive, creating barriers for on-the-go customers.
Product Showcase Limitations: As a firearms and sporting goods retailer, Schupbach's struggled to showcase new inventory (particularly firearms and bows) due to social media restrictions—Meta repeatedly removed their content and limited their account activity.
Information Architecture Issues: The site's poor organization made it difficult for customers to find information about products, services, and staff expertise.
Missed Opportunity for Expertise Showcase: The company's knowledgeable staff and industry expertise wasn't effectively highlighted on the existing site.
Low Search Visibility: Poor SEO implementation limited the store's online discoverability.
Accessibility Concerns: The site presented barriers for users with visual impairments.

Our approach focused on creating a modern, functional website that solved Schupbach's unique challenges:

Comprehensive Discovery: Conduct thorough UX audit and competitive analysis to identify specific pain points and opportunities.
User-Centered Design: Prioritize intuitive navigation and information architecture to enhance findability.
Content Strategy Shift: Move away from dependency on restricted social platforms by developing an owned-media solution for showcasing new inventory.
Mobile-First Methodology: Design with mobile users as a primary consideration.
Expertise Highlighting: Create dedicated sections to showcase staff knowledge and background.
Specialized Features: Develop custom solutions for industry-specific needs like FFL transfers.
Accessibility Integration: Build with universal design principles to serve all customers.

Through UX audit and competitive analysis, we uncovered several key insights:

Customer Journey Barriers: The previous site created friction at multiple touchpoints, particularly for finding new products and specialized services.
Competitor Differentiation: Local competitors weren't effectively showcasing staff expertise, presenting an opportunity to stand out.
Mobile Usage Patterns: A significant portion of potential customers were attempting to access the site via mobile devices, particularly to check new inventory.
Content Value Gap: Customers wanted more detailed information about products before visiting the store, especially for significant purchases like firearms and bows.
Trust Factors: For firearms retailers, establishing credibility through expertise demonstration and clear information about legal processes (like transfers) significantly impacts customer confidence.
Discovery Challenges: Industry-specific search terms weren't being properly optimized, limiting organic traffic from highly motivated buyers.

Our solution included several tailored components:

Responsive Website Architecture: Built on Framer for optimal performance across all devices with a mobile-first approach.
Custom Product Showcase System: Developed a dedicated "New Arrivals" section with filtering capabilities and detailed product information—creating a controlled environment free from social media restrictions.
Staff Expertise: Created detailed staff profiles highlighting specializations, certifications, and experience to build customer trust.
FFL Transfer Online Form: Implemented an online form to simplify the gun transfer process for customers.
Streamlined Information Architecture: Reorganized content with intuitive navigation paths based on common customer journeys.
Enhanced Visual Design: Modernized the aesthetic while maintaining brand recognition and incorporating accessibility best practices.
SEO Implementation: Optimized for industry-specific search terms to improve visibility for qualified traffic.
Newsletter Integration: Added a subscription feature to keep customers informed about new inventory and special offers.

COMING SOON!!!

COMING SOON!!!

The redesigned website delivered significant strategic value to Schupbach's Sporting Goods:

Platform Ownership: Reduced dependency on restrictive social media platforms, giving the business greater control over their digital presence.
Brand Elevation: Positioned the store as a modern, professional establishment while highlighting its heritage and expertise.
Information Control: Provided a controlled environment for showcasing regulated products in compliance with industry standards.
Market Adaptation: Equipped the business with a flexible digital foundation that can evolve with changing market conditions and customer expectations.
Long-term Asset Development: Created a scalable digital platform that will continue to provide value through ongoing refinements rather than requiring complete rebuilds.

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