Firearm retailers and manufacturers need to pay careful attention to how they position themselves in today’s rapidly changing digital landscape. Failure to do so can have serious consequences.
Landon DePasquale, strategic clients director at AmericanEagle.com, spoke on the subject at last year’s NSSF Marketing and Leadership Summit. DePasquale, whose role involves advising clients on digital strategy and execution, shared lessons that apply to businesses of any size looking to improve their online presence.
From building trust through transparency to navigating the challenges of platform restrictions, successful businesses in the 2A space use these strategies to modernize their websites, marketing and messaging to better reach new audiences, without compromising their values.
Smarter Foundation
According to DePasquale, the first step toward a successful digital strategy is controlling your platform. “Don’t build your business on rented ground,” he advises. Social media platforms and third-party marketplaces may offer exposure, but they can also impose restrictions or change their policies with little notice. Instead, retailers should invest in their own websites and email marketing lists to ensure long-term stability and customer access.
While the firearm industry has traditionally lagged behind other sectors in adopting modern digital tools, DePasquale sees a clear shift taking place. “We’re at a point of growth and maturity,” he explains. “Companies are starting to invest in better websites, stronger content strategies and direct customer engagement—and that’s long overdue.”
DePasquale emphasizes that successful businesses aren’t just building websites — they’re developing full digital experiences that inform, attract and retain customers.
Content, Not Sales
When asked how firearm businesses can get started or improve their online marketing, DePasquale offers a key piece of advice: Stop trying to sell on platforms that don’t want you to sell.
“Most social media platforms restrict firearms-related sales. So lead with content instead. Show your expertise. Build community. Help people understand who you are and what you care about.”
Authenticity and trust, he says, are the real currencies in a restricted online environment.
Tomorrow’s Base
With younger and more diverse demographics showing increasing interest in firearm ownership, DePasquale encourages brands to evolve their messaging. “The goal isn’t to exclude anyone — it’s to invite everyone who values their rights and safety.”
He recommends using language and imagery that resonate with new gun owners while remaining authentic to your brand.
Design Matters
DePasquale points to other industries like apparel as benchmarks for user experience (UX) and web design. While firearm brands may fear that modern design will alienate traditional audiences, he argues the opposite: Good design draws people in.
“Don’t be afraid of flashier visuals or better navigation. Make your site a place people want to explore. The average consumer expects a seamless experience and if you don’t deliver it, they’ll find someone who does.”
Watch the Trends
Finally, DePasquale encourages attendees to pay attention to trends in adjacent industries, whether it’s changes in privacy policies, shifts in SEO rankings or the rise of new marketplaces.
“Staying educated is one of the most important parts of long-term digital success,” he says. “If you’re only watching the firearm world, you’re going to miss opportunities.”
His advice? Subscribe to industry newsletters, follow marketing publications and invest time each week to stay current.
Building a resilient, scalable digital strategy doesn’t require reinventing the wheel, but it does require commitment, curiosity and a willingness to learn from others. With the right focus, retailers and ranges can take control of their digital future and reach more customers than ever before.
