Self Reliance Outfitters

Once in a while, you’re given an opportunity at something that truly compels you; Something that gets your gears revolving at max speed; Something that sends a jolt of energy through you so strong that everyone around you feels it and catches the vibe; Something that seizes your creativity and elevates it to a degree you may had only previously daydreamed about.

Okay, so we get pretty geeked up about this web design thing, but why wouldn’t we? When an opportunity like a new ecommerce website for a growing, local Indianapolis business comes strolling through your door with a vision, a dream and an all-star team of their own, good things start happening instantaneously. That is exactly what happened when Self-Reliance Outfitters (SRO) and Springboard came together and formed a web design and internet marketing partnership. A relationship was established, goals were defined, strategies were created and the results were massive!

One of the most superlative qualities that SRO contributed to the partnership was their readiness to go all-in. They were not dismayed to try new internet marketing initiatives, and we were not timid about pushing them when the time came. The internet marketing strategies that we prescribed were marketing tactics they had never tried before. Together we dove into content marketing plans, topic models, audience analyses, content creation and PPC. We challenged them to look at some aspects of their business differently, and in turn, they challenged us to evaluate and improve aspects of our business and marketing strategies. While the results within this particular case study highlight the growth of SRO’s ecommerce website, the growth and evolution reciprocated through to our business as well.

Learn how we accomplished what we did in such a short amount of time. Our goals, tactics, results, tools used and our creative approach is all outlined for you below. Enjoy and don’t be afraid to jot down some of the plays from our playbook.

Follow Our Process



We set out to create a highly-optimized, Google-friendly e-commerce website for our friends at Self Reliance Outfitters (formerly known as The Pathfinder Store). When they first came to us, they already had decent brand recognition online but had a very basic ecommerce website that was spread out across several domains. They were also lacking unique, optimized content such as: category descriptions, product descriptions, clear brand messaging and effective content for acquisition. Our goal was quite simple – bring more visitors and convert those visitors into sales!



Research! Research is a foundation of success for any effective internet marketing initiative. What’s the point of writing, literally, dozens of fresh pieces of content if we don’t know who we are writing to? We first had to establish our target audience. We created their personas using the following questions:

  • What are their needs?
  • What are their fears, concerns or motivations?
  • What are their hobbies?
  • What is their level of education?
  • What is their socio-economic status?
  • How did they prefer to consume information; videos, info-graphics, pure informational text, etc.?


The next step was creating and designing a website that spoke to the audiences that we identified. It is vital to create a website that your target audience will find visually appealing, but also easy-to-navigate and using the terminology that they are used to seeing and consuming in their online communities. For this marketing partner, we chose to use more nature-based colors and page elements that were reflective of the great outdoors.


We now had our audience personas, our target audience and a visually relevant website. Our next mission was to figure out what this audience wanted to read about, questions about the industry they may have, problems they may be experiencing and offer solutions to all of those using content. Now we’re talking topic models (or target keywords, if you will)! The topic models were created using Google’s Keyword Planner, competitive analyses, a content gap analysis and just analyzing what the Google search results were telling us! Our goal was to answer the following questions:

  • What type of information was their audience seeking?
  • What did they like/want to read about?
  • How can we create content to answer their wants and needs?

Our topic models were dedicated around topics such as: Survival Gear, Survival Knives, Outdoor Cooking Equipment and Survival Training. The results were a staggering 233% increase in organic keywords driving organic traffic.


  • Ecommerce Web Design
  • Content Creation
  • Content Promotion
  • Search Engine Optimization (SEO)
  • On-page SEO
  • Local SEO
  • Email Marketing
  • PPC Advertising



Self Reliance Outfitters

"Thank you so much for all your hard work and the work of your team. It has been an absolute pleasure working with you!"

Self Reliance Outfitters Self Reliance Outfitters


The Self Reliance Outfitter customer is a true outdoorsman with a passion for survival and getting back to the basics. Our creative approach for their website reflected nothing less. We wanted to reach the rugged outdoorsman audience by creating a user-interface that was organized and user-friendly.

The Self Reliance Outfitter brand needed to reflect the great outdoors and truly highlight their products. With using a natural color palette, we were able to make their products be the main focus and come to life. The experience the user had was one that we wanted them to relive over and over again; returning to the website for another look, another purchase.

The website is interactive and dynamic, allowing the user to feel like they are a part of the Self Reliance Outfitter brand and what it stands for.