How a Florida Gun Range Just Made Glock's Website Look Like It's Running on Dial-Up & Why Speed is More Important that You Might Think...
The untold story of Bullets & Bones' digital transformation & what it means for every FFL in America in 2026
I just ran a speed test and...
Glock's website: 7.9 seconds to load. Google Score: 23/100 🐌
Bullets & Bones' new site: 1.3 seconds. Google Score: 98/100 🚀
One of the world's biggest firearms brands just got embarrassed by a local gun range in DeFuniak Springs, Florida.
But speed is just the beginning of this story.
The Phone That Never Stops Ringing 📞
Last month, I sat with the owner of Bullets & Bones Sportsman's Club. His biggest complaint wasn't competition or regulations.
It was his phone.
> "I spend hours just booking lanes. More time managing class enrollments. By the time I close, I haven't actually RUN my business; I've just been its secretary."
Sound familiar?
Every gun range owner knows this pain. You're not in the firearms business anymore. You're in the phone-answering business.
The 2AM Revenue Revolution 💰
Here's what we built for Bullets & Bones (and what changes everything):
While the owner sleeps, his website can now:
- ✅ Accept lane reservations automatically
- ✅ Process class enrollments with payment
- ✅ Sell memberships and gift cards
- ✅ Confirm event registrations
- ✅ Collect customer data securely
Imagine waking up to find new bookings, class registrations, and membership sales that happened while you were sleeping.
Staff time required: 0 minutes
The Hidden Psychology of Website Speed 🧠
Here's something Harvard Business School discovered that should terrify every FFL owner:
Every 1-second delay in page load time:
→ Reduces conversions by 7%
→ Increases bounce rate by 32%
→ Drops customer satisfaction by 16%
When Glock's site takes 7.9 seconds to load, they're hemorrhaging customers before the first image appears.
At 1.3 seconds, Bullets & Bones loads faster than customers expect. That psychological impact? Immediate trust and credibility.
Quick Win for Your Business: Test your website speed right now at PageSpeed Insights (Google it). If it's over 3 seconds, you're literally paying to send customers to competitors.
The "Amazon Effect" Nobody Talks About 📦
Your customers don't compare you to other gun ranges anymore.
They compare you to Amazon. To Netflix. To every seamless digital experience they've ever had.
When they can't book a lane online at 11 PM, they don't think "Oh well, I'll call tomorrow."
They think "This place is stuck in the past."
Bullets & Bones understood this. Their new system isn't just modern; it's what customers already expect everywhere else.
The Math Every Range Owner Should Do 💸
Here's a sobering exercise:
Calculate your hourly wage. Now multiply that by hours spent on:
- → Answering booking calls
- → Managing paper calendars
- → Processing registrations manually
- → Updating event information
- → Handling membership paperwork
That's what NOT having proper digital systems costs you. Every. Single. Month.
Bullets & Bones just eliminated those hours from their operational equation.
What Bullets & Bones Actually Got 🎯
Let me break down the complete system:
Customer-Facing Arsenal:
- ✅ Lane Reservations: Pick date, time, and lane type without calling
- ✅ Class Booking: Browse sessions, see availability, register instantly
- ✅ Event Calendar: All activities visible, one-click registration
- ✅ Membership Portal: Compare options, sign up, auto-renew ready
- ✅ Online Shop: Memberships, gift cards, merchandise available 24/7
Owner's Command Center:
- ✅ Admin Dashboard: See everything from one screen
- ✅ Booking Manager: Confirm, modify, cancel — all in seconds
- ✅ Class Control: Set capacity, pricing, schedules instantly
- ✅ Event Creator: Publish new events in under 60 seconds
- ✅ Data Fortress: Every customer, every transaction, secured and organized
The Speed Advantage:
That 1.3-second load time isn't just bragging rights:
- → Google ranks faster sites higher (free organic traffic)
- → Customers stay longer (higher engagement)
- → Mobile users actually stick around (72% of traffic is mobile)
Three Digital Upgrades You Can Implement Tomorrow 🔧
1. The "After-Hours Capture"
Add a simple booking form to your website. Even if it just sends you an email, you're capturing business while sleeping. Studies show 40% of online bookings happen after traditional business hours.
2. The "FAQ Killer"
List your 10 most common phone questions prominently on your homepage. Most ranges see dramatic call reduction just by clearly displaying range rules, membership benefits, and class schedules.
3. The "Social Proof Bomb"
Add a Google Reviews widget. When visitors see your star rating and review count, they stop shopping competitors. Social proof increases conversion rates by an average of 34%.
The Uncomfortable Truth About Competition 🎖️
Big box stores aren't beating you on selection, Online retailers aren't beating you on price. They're beating you on convenience, speed, and experience.
Bullets & Bones just flipped the script. Now THEY'RE the convenient option.
→ Customer wants to book at midnight? ✅
→ Wants to compare membership options at breakfast? ✅
→ Needs to check class availability during lunch break? ✅
→ Wants to register for an event from their phone? ✅
Why Speed Is Your Secret Weapon in 2026 📊
Let's talk about why that 98/100 Google Score matters:
Google's Algorithm Loves Speed:
→ Faster sites rank higher in search results
→ Mobile-first indexing prioritizes quick-loading pages
→ Core Web Vitals directly impact your visibility
Customer Psychology:
→ 53% of mobile users abandon sites that take over 3 seconds
→ Fast sites feel more professional and trustworthy
→ Speed creates a subconscious quality perception
Revenue Impact:
→ Amazon found that every 100ms of latency cost them 1% in sales
→ Walmart saw 2% increase in conversions for every 1-second improvement
→ The average session duration increases 70% on fast sites
Your Next Move 🎯
The owner of Bullets & Bones told me something that stuck:
> "I'm finally ready to own a business instead of a job."
He's not going to be answering booking calls anymore.
He won't be drowning in paperwork.
He'll be focusing on growing his business.
The Question: Are you ready to stop being your business's secretary?
P.S. Want to see the Bullets & Bones site in action? Compare it to ANY major firearms brand website. The load time difference alone will shock you.
And yes, we built it at SOLVED GROUP. But this article isn't about us; it's about what's possible when FFLs stop accepting "that's how it's always been done."
About the Project
Client: Bullets & Bones Sportsman's Club
Location: DeFuniak Springs, FL
Built by: SOLVED GROUP
Load Time: 1.3 seconds (98/100 Google Score)
Glock's Load Time: 7.9 seconds (23/100 Google Score)
📢 Share this if you know a range owner still drowning in phone calls.
#GunRange #FFLBusiness #DigitalTransformation #2AIndustry #SmallBusinessGrowth #MarketingAutomation #CustomerExperience #WebsiteOptimization
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