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What is Stealth Bros & Co.?
Stealth Bros & Co. is a transgender person of color owned startup founded in 2017.
Their main selling points are their Vegan-friendly Dopp Kits and portable sharps containers used to transport medical supplies. Their goal is to provide their clientele with a fashionable way to safely and discreetly store their prescription injection supplies.
Why Stealth Bros & Co.?
I’ve been following the company’s social media for a long time. I enjoy their content and seeing their growth. As a happy customer of the company, I want to see it blossom into bigger and better versions on itself. Since I’m a long-time fan, I’ve come up with some ideas to improve their website.
My main concern when starting this project was the lack of copy on the Stealth Bros & Co. website. Their existing copy was minimal, and parts of it lacked crucial information.
For instance, the CEO recently appeared on ABC’s Shark Tank. They mention the TV show appearance on their social media, but only reference it in a small homepage banner on their website.
Stealth Bros & Co’s only mention of the Shark Tank appearance on their website.
This is a significant accomplishment, and I feel it would be valuable to have its own section on the website. The goal is to ensure their online shoppers find the information without having to scour their social media for it.
How I Learned the Basics of SEO
Writing the blog posts was the easy part. The real work came from learning Search Engine Optimization (SEO.)
To begin, I used a tool by HubSpot to grade the company’s website. Here are the results:
Based on the website’s grade, their SEO was already well done. However, I noticed a couple of opportunities to improve it. To increase their SEO, I decided to add additional copy to the website.
I read many articles and went down a few rabbit holes. The first thing to do was determine their audience. That was a hole-in-one:
- Transgender folks on Hormone Replacement Therapy (HRT)
- Diabetics on insulin
- Folks taking Fertility injections
After determining the audience, I had to nail down the SEO keywords that users would be searching for. Off the top of my head, here’s what I originally came up with:
- Portable sharps container
- Traveling with medical supplies
- Discreet medicine transport
- Syringe travel bag
I then used a SEO service called Ubersuggest to determine the best keywords to rank for. This is what I found:
- Traveling with medications
- Injection
- Revolutionized
- Luxury travel bags
Ubersuggest provides rankings for keywords. A ranking is how many times people search for a particular thing.
The ranking falls under the table header “Volume.” Here are the rankings for both the keywords I created and the ones Ubersuggest found:
As you can see from the first table above, the keywords with the lowest rankings were the ones I came up with. My keywords would only produce a total of 180 search appearances.
However, in the second table the keywords from Ubersuggest would produce a total of 698,700 search appearances!
Clearly, I needed to implement as many of those keywords into my copy as possible. With a little finesse, I was able to implement all of them into my writing.
After researching SEO keywords and seeing how Ubersuggest worded them, I got the hang of developing my own. When writing the Shark Tank announcement, I determined the relevant keywords as follows:
- Shark Tank on ABC
- ABC Shark Tank
- Entrepreneurs
- Barbara Corcoran
- Mark Cuban
Here’s how those keywords ranked on Ubersuggest:
As you can see, these keywords would bring in 2,067,200 search appearances! It’s safe to say I learned a lot about SEO keywords.
Tweaking the Website’s Copy
Stealth Bros & Co. already had a good foundation of copy on their website. I saw an opportunity to improve the grammar, punctuation, and implement more keywords to boost search engine ranking.
Their About page was off to a decent start. Here’s their original copy:
Credit: Stealth Bros & Co. 2022
I used the basis of their existing content to polished it. I researched the CEO, Braxton, and rewrote the company’s About page. I simplified it, separated the company from the CEO’s bio, and formatted it for SEO.
Here’s my version of their About page with the keywords emphasized:
Company Overview
Stealth Bros & Co., founded in 2017, has revolutionized traveling with medications. We offer luxury travel bags, called Dopp Kits, to discreetly carry medical supplies and other necessities. In addition, we make disposing of needles (sharps) easy and safe, both at home and on the go.
Stealth Bros & Co. is a proud Certified LGBT Business Enterprise of NGLCC.
Mission Statement
Here at Stealth Bros & Co., we want to transform the lives of individuals taking prescription injections, such as hormone replacement therapy. Our mission is to provide our clientele with a way to express themselves while being safe, neat, and discreet.
Braxton T. Fleming
CEO and Founder of Stealth Bros & Co.
Licensed Practical Nurse (LPN)
Braxton (he/him) created Stealth Bros & Co. out of his bedroom in 2017. His goal was to become an integral part of the transgender community while raising money for his top surgery. To help the LGBT+ community in need, Braxton organized the Stealth Bros Support Fund. By sharing his experiences, Braxton hopes to inspire other trans people on their journeys and fill a gap in the representation of trans people of color.
I took great care in rewriting their Mission Statement. I wanted it to be the same message, just a little more concise. It’s very important to respect the CEO’s wishes regarding the goals of the company.
My version means the same thing as their original with a bit more punch.
While watching the episode of Shark Tank, I took note that the Sharks asked Braxton the meaning of the company name. He briefly explained it to them, and they asked if it was published on his website. He said it was not. Mark Cuban, one of the Sharks, said it should be.
Taking Mark Cuban’s advice, I added the name’s meaning to the About page:
What does our name mean?
Stealth
Keep your medicine discreet.
Bros
The female-to-male (FTM) transgender community is a brotherhood.
Co.
The communities we keep, as well as our allied communities.
Swords Logo
Iron sharpens iron. When multiple communities come together, they become better and stronger.
After making the adjustments to their existing copy, I got to work promoting their TV appearance! I created a short-and-sweet blog post about the company’s pitch on Shark Tank.
Here’s what I wrote with the keywords emphasized:
AS SEEN ON SHARK TANK
Recently, the CEO of Stealth Bros & Co. appeared on ABC’s Shark Tank. This was a significant opportunity that Braxton had worked and prayed for. During the second episode of season fourteen, Braxton pitched his products to the Sharks.
Demonstrating his passion and business success, Braxton made a deal with entrepreneurs Barbara Corcoran and Mark Cuban. With Braxton’s continued dedication, Barbara and Mark’s investment, and expertise, Stealth Bros & Co. will become bigger and better!
Watch Shark Tank on ABC
Fridays at 8 pm EST
Summary
I thoroughly enjoyed finding ways to help Stealth Bros & Co. during this project. Learning SEO was a challenge, and what I’ve done is just the tip of the iceberg.
I know that Stealth Bros & Co. is a Startup on the rise! It’s my hope that they continue improving so their products and message will reach more people.
Ves Slone 