In 1994, KidCo didn't just sell baby gates—they introduced metal safety gates to America. Thirty years later, they're still engineering products in the US, but their digital footprint tells a story of a legacy brand playing defense in an e-commerce war.

"A brand that pioneered physical safety hardware is struggling to secure its digital moat."

Their tech stack reveals a telling story: WordPress + Contentful + Tailwind CSS. They're using modern tools but treating their site like a brochure, not a growth engine. The blog exists, but with 17K visits and no visible backlink data, it's likely generating minimal organic reach. Meanwhile, their social presence is fragmented—Twitter links point to Facebook posts, Instagram is active but not driving measurable traffic. They're present everywhere but converting nowhere.

• Pioneered metal safety gates in America (1994)—a genuine first-mover advantage
• Engineered in the US with 46 employees—small but specialized
• Direct traffic dominance (44%) suggests strong brand recall
• Replacement parts search volume indicates a sticky, recurring customer base
• Limited digital footprint in a market dominated by DTC disruptors