Desert Dash was a unique overlanding exploration trip hosted by Brownells social influencers. This page was used to drum up interest by utilizing actual photos from a test run of the route. The page also kept track of open spots, introduced the hosts, and listed the requirements needed to participate.
A key business strength of Brownells was bringing firearms parts and accessories for multiple manufacturers under one warehouse. As a way to spotlight this Custom Builds pages feature builds that were either modified or assembled completely from the warehouse.
These pages feature a build photo with clickable spots to identify the different components. There is a generous text area for SEO, a redundant linked parts list, links to needed tooling, and directly shoppable related product links at the bottom.
Below are some of the other custom build content blocks.
Basecamp was another adventure-oriented initiative by Brownells. The idea was to put hunters in contact with outfitters for epic hunts. As a user, if you were an Edge member which was Brownells’ paid benefits program, you received a discount rate further boosting the program’s appeal.
On Brownells.com this page was a gateway to a partner site that handled the logistics. Its main goal was to drum up interest, explain how it worked, show the variety of hunts offered, and push people to the other site.
Typical Brownells “sale pages” were often theme-based and featured combinations of featured product(s) sections, product grids, brand callouts, banner ads, and category links. Like all other retailers, Black Friday was one of the biggest sales events of the year making these pages layouts more complex.
Outside of some bannering most of the pages were built using images with live text for accessibility, SEO, and quick pricing updates.
Below are some examples from previous years.
Brands that had larger catalogs of products at Brownells recieved brand landing pages. They served as email landing pages, brand/product education, product line categorization, and SEO content. Top banners on product listing pages were also added for navigating to the brand pages and added branding.
2A-Day started in 2023 as an annual day encouraging people to get out to the range and enjoy their uniquely American Second Amendment rights. Celebrate, Advocate, and Join were featured as the three ways to exercise those rights. They became the three key sections of the landing page.
Celebrate, helped users find ranges participating in the event for free range time and possibly firearm rentals. Advocate, encouraged people to reach out to their representatives in the government and let them know of their support for the 2nd Amendment. The Join section aimed to help people find local groups to get involved with.
The Join section features an interactive map which was an offshoot of the original parts diagrams mockup. It utilizes a the same combination of SVG and JavaScript to display an HTML content popover.
Here it is in the page layout.
This landing page was produced for the launch of the MPO line of scopes. Announced at SHOT, a trade-only event, this page allowed the purchasing public to see the premium features, fit and finish, as well as purchase them.
The BRN-180 upper receiver was designed as an upper receiver designed to fit standard mil-spec AR-15 lower receivers. The line features a modernized AR-180 style piston operating system where the recoil system is housed inside the upper itself. The landing page was created to show users key features, video testimonials, detial photos as well as a comparison of the two versions.
Monthly Picks was an email marketing campaign highlighting employees and their favorite products. This personable approach not only generated interest in specific products but also added valuable SEO content to the site. Each month the page grew with new content at the top. Featured employees had a unique id tag in the markup so emails could directly link to that person even if they were down the page.
