Client: Firebooks


Website Platform: Shopify

Services Provided: SEO, Web Design, Web Development

Client Industry: Gifts, Jobs & Education, Shopping

Case Summary: Unquestionably, firefighters have one of the most demanding jobs on the face of the earth. needed a website that made access to the latest in training materials a snap. Coalition’s Shopify webstore did just that.

Read the challenge, our solution, and the result below

Challenge Icon


Firebooks had resided on an aging but successful custom ecommerce platform for close to a decade. They were eager to move to a more user-friendly (and admin-friendly) SaaS platform but were concerned about losing their market advantages after the migration. So, they called in Coalition’s team of experts in design, development, and search marketing to ensure they got it right.

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We reviewed the priorities for the project and got it underway. We first identified the key landing pages and pieces of content on the web domain and then worked to build a new website navigation and design that carried over critical content, search-friendly elements, and navigation. Once the website was designed and developed we rolled out a custom 301 redirect strategy that allowed to clearly identify the updates it had made to Google and Bing.

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After four months the organic revenue grew by nearly triple. The new user-friendly ecommerce store not only made it easier for consumers to make their own purchases without customer service, but it also enabled the administrative team to cut personnel costs and reinvest in marketing efforts

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