You could have a state-of-the art equine facility, a prized breeding stallion or a talented trainer, but if potential customers don’t know you exist, your business won’t thrive.
In today’s tech-dependent culture, websites are a necessity for equine businesses. They can help any equine business—stables and trainers included—promote services to potential clients.
Marketing and promotion often fall to the bottom of a stable owner’s/manager’s daily to-do list or budget priority. In this article we are going to discuss why a website is important.
Most people jump on their phones and conduct online searches for the services or products they want. Websites makes it easier for potential customers to find you, according to Karen Paul, owner of Elida Creative, a marketing company in Ballston Spa, New York.
“Your website is the ‘storefront’ for your business online,” Paul said. “When people want to know more about your business, they are most likely to visit your website before making a call.”
Even in the horse world, it’s helpful to give people things to do on their own, such as search for services they are interested in) online.
“A website can draws them in,” Paul said. “Establishing your authority in the industry helps people see you as an expert and encourages them to come to you.”
A website isn’t a substitute for good business practices and a safe and attractive facility, but it can go a long way in publicizing what you have and what you do, ultimately helping you to achieve your business goals.
Stables have a lot of information to share—from services to special events, sale horses, lesson schedules and staff bios. Websites make it easy to provide all of that information in one place that is easy to access and find online. Trainers and barn owners can also use websites to establish themselves as experts.
“Websites offer a professional authenticity, which drives trust, more so than FaceBook or other social media pages,” Paul said. “People make purchasing decisions based on trust.”
There are many easy-to-use, do-it-yourself, drag-and-drop website builders available. GoDaddy offers affordable website builders that are simple for beginners. (Editor’s note: GoDaddy has outstanding customer service, so they are available to understand your needs and help you accomplish your goals.)
When developing your website, whether you do a one-page site or pay someone to build and maintain a high-end website, there are some things that are necessary. Here are must-haves for any website:
- Your contact information on every page (email and phone)
- Your location
- The services you offer
- Map/directions to your location or an address that works on cellular mapping apps (if mapping apps send someone on a wild goose chase to your property, note that on your website)
- Your bio or information about key personnel