Custom WordPress, Shopify, and Magento websites built to drive conversion, scale ecommerce, and rank in search for firearms, outdoor, and performance brands.
A website isn’t a brochure – it’s the primary storefront, the conversion engine, the SEO foundation, and the asset everything else in the marketing program depends on. When the site is slow, the paid media budget burns faster. When the architecture is wrong, the SEO never compounds. When the ecommerce checkout is broken, the brand loses revenue it had already earned. OMG builds websites that perform – that load in under two seconds, convert more visitors to buyers, rank in organic search, and scale with the brand for years without breaking. Every site we ship is custom-coded – on WordPress with WooCommerce, on Shopify and Shopify Plus, or on Magento and Adobe Commerce – and built by a team that knows firearms, outdoor, and performance industries from the inside.
What separates our builds from what most agencies ship is what we refuse to use. No Elementor, Divi, Beaver Builder, or any other drag-and-drop page builder. No template themes pretending to be custom work. No platforms like Wix or Squarespace that look easy until the brand needs anything specific. We build theme-native custom code on WordPress, Shopify, and Magento because those are the only foundations that perform at the level brands in our industries actually need – and the only ones that scale without the brand inheriting technical debt that costs more to fix than it cost to build. Custom code from people who understand both the platforms and the industries the brands operate in.
What Industry Websites Actually Need
Websites for firearms, outdoor, and performance brands have requirements generalist agencies don’t understand. Payment processors that work with regulated categories. Age-gate functionality where applicable. FFL coordination logic for direct-to-consumer firearms sellers. Dealer locator systems that handle complex inventory and territory rules. Product configurators for build-your-own categories like aftermarket vehicle parts. Search and filter systems that handle the long-tail catalogs typical of accessory brands. And underneath all of it, an architecture that can handle traffic spikes during launches, integrate with the specific email and ad platforms these industries use, and survive the platform policy reviews that other categories never face. A template doesn’t cover this. A drag-and-drop builder doesn’t cover this. Custom code built by an agency that’s done it before is the only thing that does.
The Platforms We Build On
We build on three platforms because they’re the right platforms for the brands we serve – and we build on them in the way that lets brands scale rather than the way that creates technical debt.
WordPress and WooCommerce
For content-driven sites, complex catalogs, and brands that need full control over their CMS and ecommerce experience. Custom theme development – no page builders. Custom post types and taxonomies for flexible content management. WooCommerce custom development for ecommerce projects. Payment gateway integration, inventory management, product configurators, and the integrations that connect WooCommerce to the rest of the brand’s marketing stack.
Shopify and Shopify Plus
For brands that want managed hosting and Shopify’s specific ecommerce tooling. Custom Liquid template development. Custom theme functionality – not a purchased template with modifications. Product configuration and variant management. Advanced filtering and search. Marketing and fulfillment tool integration. Same custom-code discipline as our WordPress builds, just on a different platform.
Magento and Adobe Commerce
For enterprise ecommerce builds, complex catalog architectures, and brands that need the deep customization Magento and Adobe Commerce provide. Custom theme development, module development, advanced product configuration, multi-store architecture, and the integration work that connects an Adobe Commerce build to ERPs, fulfillment systems, and the marketing platforms enterprise brands typically run. Same custom-code discipline as our WordPress and Shopify builds, applied to the platform that handles ecommerce complexity others can’t.
Custom Functionality
Dealer locators, product configurators, quote request systems, member portals, advanced search and filtering, custom calculators, booking systems, and the industry-specific tools brands need that no off-the-shelf plugin handles correctly. This is where the agencies that only do templated work fall over, and where OMG’s development capability creates the biggest competitive advantage for our clients.
Integrations
CRM systems (HubSpot, Salesforce, custom). Email platforms (Klaviyo, Mailchimp, Listrak, Constant Contact). Payment processors (Stripe, PayPal, Authorize.net, and the specialized firearms-friendly processors that handle this category). Shipping carriers. Analytics platforms. Marketing automation tools. Whatever the brand uses, we integrate it cleanly into the site’s architecture.
How We Run a Website Build
Every build runs through four phases – and the work we do in the first phase determines whether the site we ship in the last phase actually performs against the business outcomes the brand needs.
Discovery and Strategy
Stakeholder interviews, business requirements gathering, user research, competitive analysis, content strategy, technical requirements documentation, and the success metrics the project will be measured against. This is where we figure out what the website actually needs to do for the business – not just what it needs to look like. Skip this work and the build is fighting itself from day one.
Design and Information Architecture
Sitemap development, user flow mapping, wireframes for all key page templates, high-fidelity mockups for desktop and mobile, design style guide, and the iterative review process that lands on an approved design before development begins. Conversion-focused layouts with strategic CTAs built into the design from the start – because design that ignores conversion is just decoration.
Custom Development
Theme-native custom development on WordPress, Shopify, or Magento – no page builders, no template themes. The build phase covers custom post types and taxonomies, custom functionality (dealer locators, configurators, advanced filters, member portals), third-party integrations, payment gateway implementation, performance optimization, and the technical SEO foundation that determines whether the site will rank in organic search.
Launch and Beyond
Cross-browser and device testing, performance optimization, security hardening, DNS configuration, SSL setup, analytics implementation, content migration, 301 redirects from any legacy URLs, CMS training for the client team, and 30 days of post-launch support. We don’t disappear after launch – we make sure the site is stable, the team can manage it, and the foundation is set for whatever the brand needs next.
Brands We've Built Websites For
The brands below are sites OMG built, rebuilt, or currently provides active website development services. Retainer clients running ongoing management on sites OMG didn’t build are not listed here – they’re on the Website Management page.
KelTec is a Florida-based firearms manufacturer known for innovative pistol, rifle, and shotgun designs. We work across their three-site infrastructure: keltecweapons.com (WordPress) for the primary brand and firearm catalog, keltecgear.com (WordPress) for apparel and accessories, and order.keltecweapons.com (Magento) for direct firearm sales with FFL transfer functionality. The strategic split lets each property run on the platform best suited to its specific category and commerce model – and demonstrates the multi-platform discipline that defines OMG’s web work.
SB Tactical invented the modern pistol stabilizing brace and remains the category-defining brand. We run their website on WordPress with custom development across product pages, retailer infrastructure, and ongoing platform stability work as part of a full agency-of-record relationship.
Eclipse Holsters makes premium custom kydex holsters for concealed carry. The full-service retainer includes the website that anchors their direct-to-consumer growth program alongside paid media, email, social, and SEO – built and maintained by OMG with a custom Shopify build, the Holster Builder configurator, and a scalable collection page framework.
A3 Tactical is a modular firearms accessory and component brand. We’re currently building their new Shopify storefront from the ground up – custom Liquid templates, product configuration for their modular accessory system, and integration with their existing marketing stack.
Archetype Undersea is a premium undersea performance brand. OMG completed the platform migration from the brand’s previous build to a custom WordPress installation hosted at Kinsta, establishing the new technical foundation that supports the brand’s growth program.
SNT Defense is a defense small arms manufacturer entering the U.S. market. OMG built their custom WordPress website hosted at Kinsta – establishing the U.S.-facing digital presence for the brand and the foundation for the broader marketing program.
What Sets Our Web Work Apart
We Build Websites That Drive Growth, Not Sites That Just Look Nice
Brands don’t pay for websites – they pay for the conversion, revenue, and organic visibility websites produce. A site that looks beautiful but loads in six seconds loses revenue every single day. A site that ranks for nothing relevant burns paid media budget that organic should be capturing. A site that confuses buyers at checkout costs more in lost sales than any agency fee. We build websites against business outcomes the brand can measure – conversion rate, page speed, organic traffic, revenue per visitor, average order value – and we measure ourselves against those same metrics after launch.
We Live the Industries We Build For
Firearms websites have unique requirements that generalist agencies discover halfway through a project. Payment processors that drop firearms accounts. Email platforms that ban firearms content. Compliance considerations specific to the category. Audiences that expect technical accuracy in product specs. Dealers and distributors that need their own portal experience. We’ve built sites in this industry across multiple platforms, configurations, and ecommerce models – which means the issues that surprise other agencies are the issues we plan for in week one.
We Build Custom Code, Not Page Builders
Most agencies build on Elementor, Divi, or Beaver Builder because it’s faster for them – which makes the site slower for everyone who visits it. We don’t. Every OMG site is built in custom theme code on WordPress, Shopify, or Magento – which means clean HTML, fast load times, semantic SEO architecture, and code that scales with the brand. The sites we ship typically load 2-3x faster than competitor sites and rank meaningfully better in organic search because Google rewards both performance and clean code. Custom development takes longer up front – and produces a site the brand isn’t fighting against for years afterward.
