Websites Built for Outdoor, Western & Industrial Brands
You spent decades earning trust in the field, on the ranch, and on the job site. Your website should carry that same weight. We design, build, and host brand storytelling sites with dealer locators that rank, content hubs that earn category authority, and the wiring that gets your brand cited by Google and AI assistants alike.
Where it breaks
The problems we see over and over.
The dealer locator is a dead end
Buyers search for your products near them and land on a clunky map with stale listings and no real pages behind it. The sale goes to whoever shows up in that search instead.
Retailers outrank you for your own story
The heritage lives in catalogs and trade show booths while the website stays a thin brochure. So retailers and review sites own the search results for the category you built.
Product education is buried in PDFs
Technical products need explanation, fit guidance, and care instructions. When that lives only in spec sheets, buyers do their research somewhere else and buy there too.
AI assistants have never heard of you
Shoppers now ask ChatGPT and Claude which brand to buy. If nothing on your site is structured for machines to read, the answer they hear is a competitor.
How this plays out
The pattern, up close.
Picture a brand that has sold through dealers since the eighties. The product is respected in the field, the catalog is thick, and the website is a brochure nobody has touched since the last redesign. A buyer in Boise searches for the flagship boot, lands on a retailer's page with a wrong spec and a discount banner, and buys a competitor there instead. Meanwhile the dealer locator shows three stores, and one of them closed two years ago.
The usual fix is a redesign. A design shop ships a prettier brochure, the locator gets a new map skin, and eighteen months later the rankings look the same. That happens because the problem was never the paint. Retailers outrank the brand because they publish structured product pages every week, and a redesign that changes nothing about what gets published, or how machines read it, changes nothing that search engines or AI assistants care about.
With the system in, the site becomes the source of record. Every dealer gets a real page with schema behind it, so a search for the product near Boise surfaces the brand's own locator first. Category questions about sizing, fit, and care land on pages the brand owns, structured so tools like ChatGPT cite them by name. The heritage stops being decoration and starts pulling weight, and the site starts feeding dealers foot traffic they can point to.
Signs this is you
Your dealer locator lists a store that closed two years ago.
A retailer's page outranks you for your own flagship product.
Fit and care guidance lives in a spec-sheet PDF nobody finds.
Ask ChatGPT for the best brand in your category and you are not in the answer.
Your last redesign changed the fonts and nothing in the rankings.
Buyers call dealers asking questions the website should have answered.
What we do about it
Build · Host · SEO · GEO
A dealer locator built to rank
Real pages for the places that carry your products, not just pins on a map. Every listing is built so nearby searches surface your dealers, not a generic directory.
A content hub that owns category questions
Buying guides, fit and care content, and product education organized so your brand is the authority on the category, not the shops that stock it.
A storytelling site with conversion wiring
Design and build that treats your history as an asset, not filler. Under the surface, every page is wired to move a visitor toward a dealer or a purchase.
Schema for products and dealers
Schema is code that tells search engines and AI assistants exactly what each page is. We apply it to products, dealers, and FAQs so machines read your site as clearly as people do.
GEO so AI assistants cite you
Generative engine optimization means structuring the site so tools like ChatGPT and Claude name your brand when shoppers ask category questions. We build it in from day one.
We have run the marketing systems behind $100M+ in managed spend for brands you know in outdoor, Western, industrial, and agricultural retail, including multi-location brands with hundreds of locations. That same operational discipline goes into every site we design, build, and host.
The first 30 days
What actually happens after you say go.
Weeks 1 and 2: Access and the audit
We get read access to your analytics, Search Console, and current site, then map where buyers land and where they leave. The dealer list gets verified against reality, closed doors out, new stockists in. You get a plain-language readout of why retailers outrank you and what it takes to reverse it.
Weeks 2 and 3: The plan and first fixes
We sequence the build: locator architecture first, then the content hub, then schema and GEO wiring. Quick wins ship right away, broken listings fixed, page titles rewritten, the worst crawl errors closed. Nothing waits on a big-bang launch.
Week 4: The rhythm starts
Dealer pages start going live on a publishing cadence you can see. Reporting is set up so you watch locator traffic and category rankings move week over week in your own analytics, not ours. From here the weekly question is what ships next, not what is broken.
From the blog
How we think about outdoor, western & industrial brands marketing.
What Is GEO? Generative Engine Optimization, Explained
Generative engine optimization, explained in plain terms. How AI assistants pick what to recommend, how GEO differs from SEO, and what to change.
ReadThe Website Tracking Setup Every Marketing Site Needs
The GA4 and GTM setup every marketing site actually needs. Conversion events, consent, call tracking, testing, and naming that stays readable.
ReadHow to Audit Your Website for Conversion (Before You Redesign)
A step-by-step website conversion audit you can run before paying for a redesign. Clarity, offers, friction, forms, speed, trust, and tracking.
ReadQuestions we get
Straight answers.
We sell through dealers, not direct. Does the website really matter?
Yes, because buyers research on your site before they ever walk into a store. A locator that ranks and product pages that educate turn that research into foot traffic for your dealers. When the site is thin, the research happens on a retailer's site and the brand loses the relationship.
What is GEO and why should we care about it?
GEO stands for generative engine optimization, the work of getting AI assistants like ChatGPT and Claude to cite your brand when people ask category questions. A growing share of buying research now starts in those tools. Structured, well-organized content is how you show up in their answers.
Our product photography and video feel dated. Do you handle that?
We do not produce creative in-house. When creative is the gap, we connect you with creative teams we trust and wire their work into the system. The site architecture, the content structure, and the search wiring are the parts we build.
Who owns the site when the project is done?
You do. Domain, code, content, and analytics all live in accounts you control. We can host and maintain it for you, and nothing leaves if we do.
Our busy season starts in the fall. Is there time to build before then?
A full build with a locator, content hub, and search wiring runs a few months, and rankings compound after launch rather than overnight. So the answer depends on the calendar, and the worst move is waiting for the slow season. We stage the work so the pieces with the longest ramp, dealer pages and category content, ship first and have time to earn position before buyers start searching.
Who keeps the dealer list accurate after launch?
The locator is only as good as the data behind it, so we build the update path before we build the map. If we host and maintain the site, keeping listings current is part of the work. If your team runs it, they get a simple workflow for adding, editing, and retiring dealers without touching code.
Find out what is leaking before you spend another dollar.
One call. We learn what you are running and tell you the first move worth making.