The #1 Content Strategy Shooting Businesses Are Still Ignoring
Most firearms businesses focus on stock listings, social media, and sometimes a bit of paid advertising. That’s all useful, but there’s one proven strategy that hardly anyone in the UK gun trade is using.
Local content.
We recently looked at dozens of dealer and range websites. Here’s what we found:
Most didn’t have a blog or advice section at all
Almost none had content tailored to their local buyers
Everyone was relying heavily on listings to do the work
That’s a missed opportunity. Your future customers are already searching for information you could easily provide.
What Shooters Are Really Searching For
Buyers rarely go straight to Google and search “Tikka T3x for sale.” That comes much later. Before that, they’re searching for:
Best clay grounds near Yorkshire
How to apply for a shotgun licence in Norfolk
Deer stalking trips in the Highlands
Rifle zeroing spots around Birmingham
Where to buy subsonic .22 ammo locally
If your website isn’t answering those questions, another business will. And that business will be front of mind when it’s time to buy.
What Counts as Local Content?
Local content is anything that speaks directly to the shooters, hunters, or collectors in your area. It doesn’t need to be long or technical. It just needs to be useful and relevant.
Examples include:
“Where to Try Shooting Sports in Kent (Even if You’re New)”
“How to Travel with a Firearm in Scotland”
“What Paperwork You Need for a Rifle in Wales”
“Best Local Servicing Options for Shotguns”
“Meet John from Surrey and His Custom .243 Build”
If it helps someone plan, understand the process, or feel more confident, it’s worth posting.
Why It Works
Local content helps you:
Show up in more Google searches
Attract buyers before they’re even ready to purchase
Build trust by being helpful, not just promotional
Drive long-term results without spending more on ads
Unlike paid ads, this kind of content doesn’t disappear. It sticks around. One article can bring traffic to your site for months or even years, with no extra effort.
Not Sure What to Post? Start With These
You don’t need a full content plan. Just start with what you already know. Here are five easy ideas:
1. Local Shooting Guides
Example: “Where to Shoot Air Rifles Legally in Devon”
2. Licensing Tips
Explain the local FAC or SGC process. Cut through the confusion.
3. Trip and Travel Advice
Help customers prepare for driven shoots, stalking trips, or shooting holidays.
4. Customer Spotlights
Show real people buying from you, what gear they chose, and how it worked out.
5. Common Questions
Turn frequent customer queries into simple blog posts or videos.
One Post a Month is Enough
This isn’t about becoming a full-time content creator. Even one helpful post a month can make your website stand out from the crowd and attract more of the right people.
Want Help Getting Started?
If you’d like to reach more shooters across the UK or want a simple way to build trust online, we can help.
We help you get seen sooner, build credibility faster, and sell more without adding extra work to your plate.
Visual Learner?
We’ve made a short video showing how local content works, with real examples from UK gun businesses.
👉 Watch now: The Local Content Strategy Most Gun Businesses Still Ignore