Dead Air Silencers, a leading name in the 2A community and American-made silencer manufacturer, needed to modernize its online presence. Initially seeking a mobile audit, the project revealed deeper structural issues:

• A site overloaded with 80+ plugins
• Security vulnerabilities exposing sensitive data
• Slow site performance frustrating customers
• Frequent crashes threatening conversions

In just weeks, 20North turned a slow, vulnerable site into a secure, high-performing storefront—boosting mobile speed by 3,100% and desktop by 767%:

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Online presence is important for any business, especially those who are looking to expand in a niche industry. Owning the space starts with high-quality products, but being able to communicate those products and reach the right audience is key. Prior to our partnership, Hold Up Displays was on the right track, but needed guidance with a clear strategy and the right content that would help target the right users.

A true combination of passion and expertise, Hold Up Displays was started in 2007 with the goal of providing high-quality, highly-functional firearm displays in gun shops. It has since expanded to meet the needs of any and every gun owner, with a modular system that provides a safe, effective, and professional way to store and display firearms.

HoldUp Displays uses the best materials to create displays for a variety of firearms, archery equipment, and tactical gear. Their gun wall products are the best in the industry, manufactured in the USA and designed by gun enthusiasts for homes, vaults, tradeshows, and gun shops. They also create a variety of wall mounts, free-standing racks, and accessories.

An initial site structure project focused on optimizing and re-targeting top priority page metas led 20North’s team into a swift 90-day pilot with Hold Up Displays.

With an efficient SEO strategy ready to go, we were able to produce valuable content for the site. This content was produced in 3 main ways: First, keyword-focused blogs were created to bring in new users and provide resources to potential customers. Next, new category content and designs were utilized on Hold Up Display’s main collections in a successful effort to beat out the competition on the search engine page and improve user experience. Lastly, product descriptions optimized specific product priorities and ensured users were clicking on these transactional pages. With an increase of 21% more keywords on the first two pages of Google, this content was strategically crafted to enhance user experience and rank on the search engine page. Showing up on Google proved to be successful by reaching new audiences with 30% more impressions and a 9% increase in organic users.

In a niche industry, we were able to bring new categories, designs, and ideas to the site that helped Hold UpDisplays reach a wider audience and gain more market share. After proving our success, we advanced the partnership and are continuing to find those unique ways to own the industry.

• 21% MoreKeywords Ranking On Google’s First Two Pages
• 27% MoreEngaged Sessions
• 30% More Impressions