weshield.us
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We Shield: The PPE Middleman's Quiet Empire
How a 31-person team built a $6.7M business selling safety supplies online
While everyone was panic-buying PPE in 2020, We Shield was quietly building the infrastructure for a sustainable B2B safety supply business. They didn't chase the viral moment—they built the machine.
"They're not selling PPE—they're selling compliance and convenience to businesses that hate procurement."
The Invisible B2B Engine
With just 1,566 monthly visits, We Shield generates $6.7M in revenue. That's $4,276 per visitor—numbers that only make sense when you're selling to businesses, not consumers. Their traffic isn't viral; it's surgical. They're not chasing 'how to put on PPE' searches (despite ranking for them)—they're converting procurement managers who need bulk orders and certifications.
The SEO Paradox
Here's the fascinating contradiction: We Shield ranks for 470 monthly searches on 'how to put on and take off PPE in order'—educational content that converts zero consumers. But they're not optimizing for conversion; they're dominating informational queries to build authority. Their real keywords (likely 'bulk PPE,' 'safety supplies for construction') are buried. This is a content moat strategy: own the education, capture the commercial intent.
The company's tech stack reveals their priorities: jQuery and Bootstrap (functional, not flashy), Tailwind CSS (modern but pragmatic), and Google Analytics (data-driven). No fancy React or Vue—just a lean, fast site that converts. Their social presence is evenly distributed across Twitter, Facebook, LinkedIn, and Instagram, suggesting a B2B focus with B2C accessibility. The founders—Erika London (Co-Founder) and Michael Sinensky (Founder)—have built a CRO-led sales machine with Roman Vinfield and Nicole Vergara driving operations.
- 31 employees generate $6.7M = $216K revenue per employee
- 100% US-based traffic (undefined country share suggests US-only)
- 27% organic traffic with zero public backlinks—this is a direct/referral play
- Ranked for educational keywords despite being a commercial supplier
The Unsexy Billion-Dollar Playbook
We Shield proves that boring B2B services with operational excellence can outperform flashy DTC brands. They're not building a unicorn—they're building a cash machine.
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Open Graph Image
https://wordpress-200272-2798375.cloudwaysapps.com/wp-content/uploads/2021/08/logoshield.png
Meta Tags
PPE (Personal protective equipment) / Kits & Safety Supplies - We Shield
We Shield provides Personal Protective Equipment (PPE) and Safety Supplies to organizations and businesses that value people for what they are, their most valued asset. Order today.
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About weshield.us
We Shield provides Personal Protective Equipment (PPE) and Safety Supplies to organizations and businesses that value people for what they are, their most valued asset. Order today.
Company Overview
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Technology Stack
weshield.us uses 25 technologies across their website including Font Awesome, Google Fonts, reCAPTCHA, PHP, and more.
Fonts
Font Awesome, Google Fonts
Security
reCAPTCHA
Programming Languages
PHP
CMS
WordPress
Marketing Automation
HubSpot
Advertising
LinkedIn Insight Tag, Facebook Pixel
Traffic & Audience
weshield.us receives approximately 1.6K monthly visitors and ranks #9,708,150 globally. The website has a bounce rate of 41% with visitors viewing an average of 1.8 pages per visit. Users spend an average of 0:38 on the site.
The majority of weshield.us's traffic comes from .
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