H-S Precision

H-S Precision designs and manufactures world-class precision rifles and components in Rapid City, SD. Known for producing every part in-house, they deliver unmatched accuracy for hunters, shooters, and firearm manufacturers worldwide.

Challenge

H-S Precision is a globally respected leader in the firearms industry, known for engineering and manufacturing every component of its precision rifles in-house. Despite their exceptional reputation and world-class products, their previous website was underperforming.

The site lacked a modern user experience (UX), had a cluttered layout, and didn’t effectively communicate the company’s premium positioning or comprehensive manufacturing capabilities. Navigation was unintuitive, especially for customers looking to explore rifles, components, or services. The mobile experience was also outdated, leading to missed opportunities in a growing segment of online traffic. Furthermore, e-commerce functionality was limited and made it difficult for users to complete purchases or inquiries without frustration.

Solution

By partnering with H-S Precision, our goal was to completely redesign their website with a user-first approach. Our team began by mapping out a clear UX strategy to guide users through the site effortlessly—whether they were custom rifle enthusiasts, law enforcement procurement officers, or major firearm manufacturers looking for OEM services.

We implemented:

1. A modern, responsive website with streamlined navigation across all device types
2. A visually driven design that highlights H-S Precision’s proprietary manufacturing process and premium quality
3. Improved product categorization and filtering for easier browsin
4. High-conversion landing pages and call-to-actions to guide users through quote requests and purchase
5. Enhanced e-commerce capabilities to reduce friction in the buying proces
6. Integrated storytelling through photo and video content to emphasize their "Engineered for Accuracy" message

Results

The impact of the website overhaul was immediate and measurable:

• 173% increase in online sales in the first 90 days post-launch
• 61% increase in average session duration, showing users were engaging longer with the site content
• 45% decrease in bounce rate across key product pages
• Significant improvements in SEO rankings for high-value keywords related to custom rifles and firearm components
• Strong positive feedback from both B2C and B2B customers on the new website experience

From The Client

"SoDak Marketing completely transformed our website into a powerful sales tool. The new design not only looks great—it’s delivering real results with higher traffic, more leads, and a big jump in online sales."