Why You Need an Equine Copywriter to Grow Your Business

Blogs are the unsung heroes of the marketing world. They work tirelessly in the background to boost your business and are the number 1 way to get your website ranking at the top of search engines. So, it’s surprising that not more people capitalise on them!

It’s painfully common in the equestrian industry that not enough businesses capitalise on long-form content. Unfortunately, this means they are missing out on a wealth of opportunities to reach larger audiences, build brand authority, increase their ranking on search engines, and (this is the big one) improve conversion rates!

The equestrian world has not traditionally been the most lucrative industry in the past and a lot of businesses haven’t wanted to invest in marketing support. However, as a prominent show jumper once told me “You have to invest for success” (he was trying to get me to buy his young horses). This rings true for long-form content, good blog content WILL improve your brand and business exposure! Once you’ve published a couple of blogs to get yourself climbing the ranks it’s easier to stay there with just a little bit of commitment. And the higher you rank on Google, the more clicks you will receive...and the more enquiries you’ll end up getting. Long-form content is a great investment to make and here are just a few reasons why.

Increasing search engine ranking

This is arguably the main attraction for brands looking to introduce blogs to their website. The more keyword-researched content published on your website, the more authority Google thinks you have. As they crawl web pages, they are picking up on regularly used words and phrases that people are searching for. The more they find, the higher it bumps you up on the results page. But why is this important?

Let’s let the statistics do the talking: click-through rates for Google currently show that a whopping 68.7% of allbusiness go to the top 3 results on a search page. 39.8% of clicks go to the number 1 organic result (not the ads at the top). Think about your own consumer behaviour… when was the last time you clicked on the second page of a Google search? My guess is rarely, if ever. In fact, only 0.63% of people go to the second page, and even fewer click through to the web pages listed. So, ranking as highly as possible on search engines is vital if you want to receive organic clicks AND conversions.

Building brand authority

Consumer behaviour tells us that people are more likely to purchase a product or service from a brand that shows itself as a subject-matter expert. Showcasing your knowledge and expertise will build trust with the consumer, encouraging them to buy into your offering. If your brand regularly publishes content about your shared industry, then you are repeatedly highlighting your level of understanding and therefore why YOU are the trustworthy choice.

Let’s take a supplement company for example. With more content published showcasing their knowledge of horses through written informative content, they are showing their audience that their products have a knowledgeable foundation. Blog topics could be anything from equine nutrition, sport horse management, or treating certain ailments like ulcers.

The more you publish, the more trust and authority you’re creating for your brand. Consumers want to feel safe when making a purchase, and this is particularly influential when they’re shopping for their equine babies. If it’s the choice of two companies, the one that has access to a vault of their expertise wins the business.

Grow your reach

The beauty of blog content is its ability to put your brand in front of more audience member’s eyes! When consumers Google a question or a topic that you’ve written about- emphasis here on keywords- your blog will appear in the search directory. Once they click on the webpage, they’re on your site and if they like what they read (hint: you need a good copywriter!) they’ll browse around at what you offer and you will be at the forefront of their mind when they make a purchase.

This is where good keyword research comes into play. Having a copywriter who knows the industry and can research the right words and phrases will get you not only ranking higher but also appearing for all of the relevant Google searches.

Why get a specialist equine copywriter? 

Understanding how consumers think and make decisions is a fine art and there’s a lot of nuances to getting it right every time. Each day consumers, i.e., you and me, are nudged in certain directions with the marketing and propaganda we see around us. Even the layout of a supermarket or the colour of a label is uniquely chosen to guide us toward the “right” decision. And it’s exactly the same for written marketing content!

Having someone on board who understands not just how to write great copy but who has a personal affiliation with the industry is the best way to ensure you’re getting quality content that targets consumer ‘pain points’.  It’s our job to know what questions people want to be answered and how to utilise trends and seasonal changes to your advantage.

Understanding how Google operates is not always a simple science. Trust me, it took long enough to get my head around it and I have a postgrad degree in this stuff! Knowing how much or how little content to publish, the most effective keywords to target, competitors, and content trends all go into creating high-performing content. Having a great blog on your website is pretty pointless if no one is searching for those keywords. You’re not going to get the exposure you’re looking for and Google isn’t going to bump you up the rankings either.   

And just like riding, writing is a skill! I once heard my trade referred to as a ‘wordsmith’ and I think that sums it up quite nicely. Not everyone is able to write long-form content, just like I am no Picasso with a paintbrush. You wouldn’t let any old person ride your horses with no experience or skill, so why not apply the same logic to your web content?

So, if you feel like your business has hit a wall or you need a little help to push your sales margin up then great blog content is what you’re missing! Getting your website in front of the eyes of as many consumers as possible is the best way to organically increase sales, and the best way to do that is through well-researched and well-written copy.

If more sales sounds good to you, then I can help you make that happen. Not only am I an experienced wordsmith, and love doing it, but I am also my own target audience! I’ve been in the equestrian world my whole life and run a small string of showjumpers, so I know a thing or two about equestrian consumers. Say yes to less hassle and let me do the leg work, so you can spend more time riding or relaxing. Just get in touch, and we can chat about what you’re looking for and how I can help you accomplish your goals.