What every FFL website homepage needs
A buyer decides in a few seconds whether your shop is real. The eight things your homepage has to show before they leave.
Published
Most of your new customers see your website before they see your counter. A homepage has one job: convince a stranger, in a few seconds, that you are a real shop with real guns and a person who will answer the phone. Here is what it takes.
The eight things to show
- Your shop name and logo, large, at the top. Not a template placeholder and not a stock photo of a rifle.
- Live stock. Products with prices and an in-stock label a buyer can trust, a click from the homepage.
- Your transfer policy and fee, in plain words.
- Your hours, including the days you are closed, and your address with a map link.
- A phone number and a way to send a message, both of which someone actually answers.
- Your FFL credentials, shown the way your state and your processor expect.
- What makes you different: a gunsmith on staff, a range, a specialty, a family name with a history. One sentence, with a photo of your real store if you have one.
- One obvious next step: shop now, request a transfer, or ask about an item.
What to leave off
- Claims you cannot back up. "Lowest prices in the state" invites a buyer to prove you wrong.
- Sliders that rotate faster than anyone reads.
- Out-of-date events and sales. A banner for a holiday sale that ended in January tells a buyer nobody is minding the store.
Check it on a phone
Most visits come from a phone. Open your homepage on yours and ask: can I see what this shop sells and how to reach them without pinching and scrolling? If not, that is the first fix.
ArmoryFlow’s Design Assistant drafts a homepage from a short interview about your shop, and you change any of it afterwards in plain words.
See your shop on a real ArmoryFlow template