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Challenge: Horton Manufacturing, a world leader in high performance hunting crossbows, needed to re-design and improve online visibility for www.crossbow.com. Their goals in the web site re-design process were as follows:

  • Improve their site's e-commerce conversion rate by making their site easier to use and more search engine friendly.
  • Optimize their site for the search engines to increase site traffic and online sales.
  • Simplify the design and usability of their site.
  • Create an online community for crossbow enthusiasts, including a news section, blog, place to share photos and stories, caption contest and more.
  • Add a content management system which would allow them to update and edit their site 24/7, without the need of a web developer.


Results: After some web marketing research, we designed and programmed a new site to improve their search engine rankings, and of course their conversion rate in the e-commerce store.

Within weeks of their initial optimization, Horton has already skyrocketed to the top for many of its best keywords and phrases. Just go to Google, MSN or Yahoo! and search for the term "crossbow". You'll find them in the top spot in Google (even above the Wikipedia entry for crossbow) and in the top five on Yahoo! and MSN.

Additionally, their search engine referrals have risen from 9% to 59% and link referral traffic has increased by 20%. The immense increase in overall traffic has driven down the Search Engine Optimization cost per visitor to only $0.10.

Their online community is also growing steadily with dozens of hunting stories and captions rolling in each month.

Finally, their content management system now allows them to update product information on the fly, eliminating costly turn-around-time. Even better, our solution gives them a "one stop shop" to manage their site content, products, blog entries, and more - all from the content management section of their site.