The
Guide
Confused about what to put on your Home page?
Tired of rewriting your About page?
Stumped by what to say on your Services page?
Finally unhobble yourself from
website-creation-freeze!
Create a beautiful, clean and effective
website that makes you proud of
what you do, designed to make the
right clients reach out for your service.
Without starting from scratch, having to
rework a template that was never designed
for horse professionals, or hiring
an expensive designer.
So if you want to learn how to:
● Plan out a wildly effective website
● Describe what you do in succinct words
● Book more clients you love...
...then follow a proven process as you fix your website.
No website yet?
No problem.
Included are recommendations for the right platform
and a selection of my equine-specific designs of
websites-that-sell packages!
What We'll Cover In This Guide
Chapter 1
5 Powerful Webmarketing Tips
A website should no longer just be a digital brochure. That worked at the beginning of the digital age, but today a website should do 3 things for you!
1 - It should create trust and credibility.
2 - It should convey within seconds that you can solve the visitor's problems.
3 - It should move the visitor to take action towards becoming your client.
And while you'll learn all the design and copywriting strategies to optimize your site, the 5 methods listed below are your most powerful marketing tools.
Implement just those 5 and you'll be miles ahead of most anybody in your field and/or neighborhood.
Headliner
A direct call-to-action
A transitional call-to-action
Customer focused copy
Aspirational images
Let's jump right in!
1
Headliner
This one may seem obvious, but it's still essential.
Often, small (and large) business owners don't understand what truly motivates their potential customers.
In general, winning headlines are short, snappy and tell the story along with a solution and a description of the reward.
You also want to make sure that users' eyes are drawn to the page headline as the first thing they see. (See example below.)
To make sure you're getting readers' attention, ask your friends to check out your page and tell you what they see first. And if it's not the headline, redesign the page until it is.
Here are the results of one experiment Inc. Magazine did with different headlines on a page:
‘If you're a running shoe retailer,
"Free Shipping on All Products"
doesn't tell your story.
Rather, a headline like,
"Huge Selection of Discounted Running Shoes"
will do a much better job of letting users know that they are in the right place.
What would this look like on an equine website?
'Helping You Have Safe Fun On The Trail'
'Barefoot Shoeing Advice For The DIY Trimmer'
'Win Your Next Show With A Relaxed Horse'
That's what is interesting to the reader!
Not your logo! You're not Coca Cola or Chanel. ;-)
In general, avoid the trap of being too creative.
Marketing headliners that make snazzy brand advertising rarely have a place on a small business website.
Below are 2 examples of different industries...but can you see how this works?
2
Direct Call-To-Action
I invite you to check out a few random websites and you'll see that they may look professional but are not guiding the visitor to take action towards becoming a client.
That can be done by adding Call-To-Action buttons.
But MOST websites don’t even have a single Call-To-Action button across all their pages.
What kind of call-to-action button would be good for your equine site?
Here are some examples:
● Book An Exploratory Lesson
● Get Started
● Submit Your Question
● Buy Now
● Set Up A Consultation (Visit)
● Call Me Now
● Message Me With Your Question
Be brave. It’s really OK.
Doesn’t it drive you crazy when you can’t find someone’s email address or phone number on their websites?
Make it easy for people to get in touch with you, several times throughout your website pages.
Click below to see the placement of call-to-action buttons on one of my templates.
3
Transactional Call To Action
Continuing with the theme of Call-To-Action (CTA), if you want your website to be your selling tool, one that works 24-hours a day for you, you want to include a transactional CTA.
Why and what is it?
Because not everyone who lands on your website is going to buy or book a call immediately.
You want to woo your potential customers and get them warmed up to your services. That's where transactional CTAs come in.
You do this by taking the position of the experienced 'guide' and offer something of value to them before asking something of them.
This could be a video series, or a PDF, a checklist, or something totally unique that you think up.
It must be packed with value and enticing enough for your potential customer to
give you their email address in exchange for it.
Not including a transactional CTA is a big mistake because you’re letting all those potential new clients click away from your site, even though studies show that over 90% of 1st time visitors never return!
Include a transactional CTA and set up a few email autoresponders and watch your email list and pipeline grow.
To get inspired, CLICK HERE and scroll down for some great freebie ideas....
BTW, did you notice how I use a transactional Call-To-Action right here?
4
Customer-Focused Copy
5
Aspirational Images
We know this is a lot to take in, especially the wordsmithing. You can see this all in action on our GREEN FOREST live template demo so you can visualize how it looks on an actual page!
Want To Skip Right To Choosing A Template?
It fits in my busy schedule
Chapter 2
Creating a Memorable “What do you do?” Statement
Do you get tongue-tied when others ask you what you do?
Do you say something like this?
- I start young horses
- I teach horsemanship to beginners
- I’m a saddle fitter
- I’m a clicker trainer for horses
- I am an equine massage therapist
And while you say it, you see the interest in the other person wane before you finish your sentence?
Below are 5 conversation-inviting alternatives to the introductions above!
And don't just use them when networking.
Add the short version of this one-liner on 'hero' (top) section of your website!
Always think:
- problem
- solution
- outcome
Copy and modify the examples as needed! Then place the short version on the hero section of your home page!
1- Most horse owners worry about getting their horse started too fast and don’t know who to trust with their young horse. (Problem)
We designed a 12-step process that patiently teaches the horse how to calmly carry a rider. (Solution) So you can both have fun together. (Reward)
Short:
We systematically and patiently teach your horse to enjoy carrying a rider!
2 - Many women dream of owning a horse, but are afraid of getting hurt. (Problem)
We help first time horse owners learn how to keep themselves and their horses safe. (Solution) So that hacking out is the best part of their day. (Reward)
Short:
We help you and your horse be safe...no matter where...even if it’s your first horse!
3 - Many horse owners don’t know how to fit their saddle correctly to their horse and how that contributes to an anxious horse. (Problem)
We help you evaluate your saddle fit, so that you can make informed and smart decisions about fitting your saddle. (Solution) And feel your horse instantly relax. (Reward)
Short:
Enjoy a relaxed and happy horse with a saddle that fits like a glove!
Clarity from coaches who lives horses....
Other coaches say it doesn't matter what your niche is, that their trainings work for everyone.
They're wrong.
You need someone who clearly understands horse people if you want to develop clarity."
Chapter 3
Tested Web-Design Principles That Work
Before we get to the content of the individual pages, let's have a look at the essential design frameworks of any good website.
Remember, to create a website that brings you clients you love and need.
I know that one of the confusing things about websites is the design.
You start stressing about fonts.
You start worrying about colors.
You try different effects.
You wind up in the same trap that every novice designer does.
With an understanding of the principles below, you'll be able to make your website come to life and easier to read on the screen, therefore keeping visitors on your site longer than the average 2 minutes and 7 seconds.
Remember that a website-that-works must combine design, copy and marketing!
This is your chance to get the design part right!
1
Font Size
2
Paragraphs
Before spacing...
After spacing...
Ut enim ad minim veniam, quis nostrud exercitation ullamco.
Laboris nisi ut aliquip ex ea commodo consequat.
Duis aute irure dolor in reprehenderit in voluptate velit esse cillum dolore eu fugiat nulla pariatur.
Excepteur sint occaecat cupidatat non proident, sunt in culpa qui officia deserunt mollit anim id est laborum.
3
Want to use design, copy and tech to help you build an impactful, profitable horse business?
Here is your solution...
4
Color Families
Chapter 4
How To Create A Home Page
1. The Headliner (in the Hero section)
What problem do you solve for who with what?
2. The Success Outcomes
What are the 3-4 outcomes of a successful partnership with you?
Here is how I've solved this for my HorseBizSuccess Homepage:
3. The Frustrations
What are your clients' most common problems, frustrations, worries, fears? State them clearly, and the right visitor will self-identify.
4. The Solution
What are you offering as a solution to their problem? And how will you solve it?
Remember that your reader is first only interested in what problem you solve. Then, how you solve it.
It’s important to give a short overview of the how and then add a more detailed description on the About Us page.
8. The Trail
While there is more space for explaining your unique framework, list it on your homepage. What are the steps you usually guide someone (or a horse) through when they sign up with you? Tell them.
Keep it short and succinct. What was their pain before and how do they feel after?
If you’ve been published in a magazine or a well-known person talked about you, add that too.
10. The Call-To-Action
Those are buttons that call someone to do something.Add them to the right side of header, and most sections of your website.
Most of them should be direct call to actions like:
‘Book now
’'Let's chat' (my favorite)
‘'Call now’
‘'Schedule a visit’ etc...
''Join Free Now'
''Watch It Now'
''Find Answers & Tips On Our Blog'
...but some can be referring to your ‘taster’ freebie by creating an anchor that sends the reader directly to it.
Below is a great example how INTUIT Mint has designed their header:
I hope you can see how vital your homepage really is. If you'd prefer to pick one of our pre-designed templates, you can click below to pick the one that speaks to you.
Chapter 5
How To Create An 'About Us' Page
Chapter 6
How To Create A Service Page
2 - Add case studies under each section, before-and-after pictures, proof of the value of your services.
Chapter 7
How To Create A Contact Page
Chapter 8
24 Equine Freebie Ideas
Bonus
Live Templates Walkthrough
DISCLAIMER: The sales figures stated above are not typical. The average person who buys any “how to” information gets little to no results. We use these references for example purposes only. Your results will vary and depend on many factors …including but not limited to your background, experience, and work ethic. All business entails risk as well as massive and consistent effort and action. If you're not willing to accept that, please DO NOT GET OUR INFORMATION.
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Absolutely nothing on this web page should be considered as any type of earnings claim for what you will earn simply by using our trainings or systems.
This is an ONLINE TRAINING RESOURCE intended to help BUSINESS OWNERS and ADVERTISERS learn how to get more customers for their products and/or systematize their business. It is NOT a “business opportunity” or “get rich quick” opportunity.
The testimonials, figures, and screenshots on this page are real but they are displaying exceptional results from our best customers. These results are not typical. They are not intended to guarantee, promise or represent that you will get the same result just by signing up.
This will require work and you will be the ultimate person responsible for taking action and making sure you get the results that you want.
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