Surgeon Rifles is a 12-year-old manufacturer of high-end precision bolt-action rifles, actions, and other accessories. Law enforcement, military, competitive shooters, and firearms enthusiasts around the world rely on Surgeon products to meet the needs of their specialized missions, and they relied on us to help them meet the needs of their website.
Surgeon Rifles existing website design was outdated and hard to navigate. The design wasn't user-friendly, didn't convey their message, and wasn't converting sales how they would hope. Our goal was to create a more modern website that made the users experience researching and purchasing a firearm a breeze.
Surgeon's average customer age is between 30-55 with aims to extend their brand to the mid 20's and females, so we wanted the website to feel fresh and modern while also being as accessible as possible. We started by creating a new brand look and feel through updated colors, fonts, and custom icons that their customer base could identify with. For easier website navigation, we added a large search bar at the top, a clear call to action in the slider, and a simplified online shopping experience with categories for users to quickly get to the items and pages that they want to see.