Case study
Kaliber SP: SEO growth where direct online sales face regulation.
Hunting supplies | SEO & PPC | Jan 2022 - May 2024
- 6k
- organic visits per month
- 60%
- monthly revenue from organic traffic
- 215 KWs
- new keywords in positions 1 to 3
Client overview
The need for a stronger acquisition system.
Kaliber SP is a major retailer of firearms and hunting accessories for hunters, foresters and outdoor enthusiasts. It offers a wide range of quality brands at competitive prices and operates in a tightly regulated industry where direct online firearm sales are prohibited and advertising faces strict legal limits.
Challenge + goals
Challenge
Kaliber SP needed a stronger online presence in a category that restricts direct advertising of its core products. The website also needed a full rebuild to improve functionality and search visibility.
- Develop a new, fully optimized e-commerce website for hunting accessories while respecting industry regulation.
- Significantly increase organic website traffic to support sales of non-firearm products.
- Grow online revenue, with more than 60% of total revenue coming from organic website traffic.
Pain points
Where digital communication was hitting limits.
01
SEO only
Direct online firearm ads were blocked by legal restrictions.
02
Major traffic growth
The previous website underperformed in both user engagement and SEO.
03
Most orders
A key share of orders had to come from organic.
Solutions and delivery
SEO, PPC and UX in one performance system.
Our strategy focused on overcoming the specific limits of the firearms and hunting industry through SEO and a website redesign.
Shoptet website redesign
We built a new Shoptet website focused on intuitive UX and clear navigation tailored to the Kaliber SP product range.
SEO from scratch
We ran a strategic SEO campaign including on-page content optimization, metadata improvements and keyword planning for hunting accessories and related products.
Content marketing
To avoid advertising restrictions, we used educational and informational content. This helped position Kaliber SP as a knowledgeable hunting brand and attract organic traffic without direct product advertising.
Growth
Measurable impact across costs, traffic and sign-ups.
- 6k
- organic visits per month
- 60%
- monthly revenue from organic traffic
- 215 KWs
- new keywords in positions 1 to 3
Key findings
- Within one year of launching the new website and SEO strategy, Kaliber SP gained more than 6,000 additional organic visits per month.
- Organic traffic began generating more than 60% of total online revenue.
- The redesign and improved user experience significantly increased customer satisfaction and engagement.
Conclusion
By carefully navigating regulation, strengthening SEO and rebuilding the e-commerce experience, Kaliber SP expanded its online reach, organic traffic and revenue. The case shows that thoughtful SEO and custom e-commerce work can perform even in restricted categories.
Facing a similar challenge?
We will review your acquisition setup and suggest a mix that makes sense for both economics and brand.