our target audience deserves good texts, ie. texts that are flawless and readable, contribute relevant and valuable content, and have clear messages - otherwise, you will quickly lose interest.

However, if your texts are to be used on a website, in a webshop or in a blog that is highly dependent on visibility and good rankings in search engines, a copywriter with an understanding of SEO (search engine optimization) is an even better choice. Here are 5 top reasons as to why an equestrian business owner should invest in a professional copywriter, who masters the art of creating copy that achieves good rankings in Google, and at the same makes sense for your visitors.

“Words get their meaning through the way they are used”.

A good copywriter sells with words

#1 Good copy sells: Hire a copywriter who can sell your products through text and get rid of the hassle of spending oceans of time summarizing a sloppy text that doesn't hit home or strike your customers as engaging.

Unfortunately, product descriptions do not write themselves. Imagine how easy it would be in the world of online webshops if they did though. A good product description is crucial for your equestrian website, and I am not just stating this because I have written a few of them myself. From a visitor or “consumer” point of view, well-crafted product descriptions do make a difference.

 When I scour the web for new breeches, jodhpurs, or tack, an adequate and well-written product description has a much bigger impact than most webshop owners acknowledge. And why so?

Well, a product description has to be able to compensate for the fact that the customer is not able to examine, touch, see, or feel the actual product before purchase.

A waterproof riding jacket doesn’t sell itself. The customer has to be able to feel the benefits of a warm and waterproof jacket while out an early morning hack when the wet and damp Autumn season arrives. Perhaps the jacket even has some practical advantages such as inner pockets for your smartphone to highlight. It may sound like a complicated task but if you apply the correct words then you can pass on this feeling to your reader.

We can’t escape the fact that the price of a product is a variable we all take into account. An equestrian webshop can’t always adjust the price without further ado. However, in my experience, I have seen well-written product descriptions enable a product to be sold for 105 more than that a competitor offers the same product for. If a customer lands on a product page that is lacking an adequate and explanatory product description it can cause this visitor to question the trustworthiness of the particular site.  The same customer might choose to leave your webshop to buy the same product on a competing webshop that promotes more trust and has a more professional look and feel.

Key Takeaway: Make sure that all your product pages have an informative and descriptive text. Put yourself in your customer’s shoes: What would you like to know about the product before you decide to purchase it? Be creative, target your writing directly towards your customer, and acknowledge their need – that’s how you create sales through copywriting.

Structure in your copywriting is key

#2 If you take on the task of writing your on-product descriptions – then here’s’ a tip that will make the task easier for you to grasp.

One of the key tools that have assisted me when I have written product descriptions for various types of businesses is structure. If you have a certain structure or a template at hand your work becomes far more effective and less time consuming to complete.

For instance, if your equestrian business revolves around horse feed or equine nutritional supplements try out this template with a four-paragraph structure:

What kind of product is it?

XXX is a nutritional supplement for your horse that ensures optimal joint health. This easy to apply powder is packed with high levels of glucosamine and Omega fatty acids that promote cartilage growth and keep joints supple and flexible.

What are the product ingredients?

XXX is based on a formula with an extract of XX and XX that provides your horse with beneficial fatty acids. This supplement also includes XX that is known to affect on your horse’s energy levels.

What does the product do for the consumer?

Do you want to ensure optimal health for your horse? XXX provides your horse with optimal health, and indispensable support for normal and healthy joints.

What benefit does the product do for the customer?

If you want to secure your horse healthy and strong joints for life, the XX is the perfect supplement choice for you.

How do you use the product?

Simply add one scoop of XX to your horse’s feed twice daily. For very active or competing horses we recommend double dosing for the best results.

This is often the template I apply when I write product descriptions. It saves me time as I only have to concentrate on being creative within this particular framework.

Key takeaway: If you don’t have time or the ability to execute on the task of writing product descriptions, hire a freelance copywriter or an agency to complete this for you. This will ensure that you are getting a high-quality copy for your money, and more importantly that your product descriptions actually will get implemented on your equestrian webshop.

Copywriting that is written for Google AND the user

#3 Hiring a good copywriter will help you achieve website texts that benefit your visitors as well as Google.

I see a lot of category and product texts that are packed with keywords so you can hardly decode the message, and it's a shame if you ask me because it is possible to write copy that favors both the user experience and Google.

SEO (search engine optimization) is a concept that you most likely have heard about if you have a website for your equestrian business - and with good reason. As a copywriter, you sooner or later become acquainted with the term, and you also learn how to write texts with an eye for SEO.

Google's algorithm is reminiscent of artificial intelligence today, and we do not have to overload or “stuff” our texts with keywords, which was a strategy that was largely used once. Instead, we can focus on writing informative texts where the message is easy to decode while incorporating relevant keywords that cater to Google's algorithm.

When writing a product text, I start with a minor keyword analysis to find out which keywords I should focus on in my text. As an example, if I have to write a text about saddle pads, it can be rewarding to include data of how many users actual search product specific for ´dressage saddle pads´, ´saddle pads, jumping saddle pads´, and then I will primarily focus on the keywords that have good search volumes for the particular product. I will also vary my keywords so that I recognize that the user may be using other terms for the same product. In a product text, I always make sure to mention the product name and brand, and I even vary the order.

You can also choose to base your website content and blog posts on data alone and thus write directly aimed at the user. I’ll explain this in more detail in the fourth paragraph.

Key takeaway: Having an understanding of well-written texts as well as the crucial SEO aspects is key for online exposure. You’ll achieve a well-crafted copy that engages the visitor and will keep them reading, even though it is also written for Google. The outcome being your product pages have the best chance to rank higher in the search engine. Needless to say, it is the top result in Google that perform the best.

Your equestrian website should be written for your users

#4 A good copywriter ensures that your content is well-crafted and based on solid data that favors the user.

There are many companies, large and small, that focus on content marketing, and there’s a good reason for that. With all the data at hand, a copywriter well versed in SEO can create content that is written directly to your customer. If you’ve connected your website with Google Analytics, you can find suggestions for blog posts right at your fingertips. This data insight will help you write texts that address the needs of your potential customers and clients, which will also answer some of the questions that they may have.

Key takeaway: Google Analytics enables you to extract data on what your users are searching for when they visit your site. For example, you can extract wh-words (.e questioning words), find out what questions are relevant to your target audience, and then create a blog post that answers these questions.

An equestrian copywriter enables you to do that you do best!

#5 It’s no secret that we can’t be good at everything - and thank goodness for that. Good skills are an investment, and if you do not have the right skills yourself, simply find someone who does.

My last reason why you should invest in an equestrian copywriter may be obvious, but it offers a very simple and conclusion to this blog post.

The world of online marketing is complex and few can master all the disciplines that exist within the field. It’s difficult enough running your own business with the administration tasks that may present themselves. In the equine business in particular most professionals wish to be doing what they’re best at, which usually is engaging with customers and clients - not to mention their horses and staff.

Key takeaway: Quality is a keyword, and there are many equestrian webshops and websites that lack quality. When you invest in a copywriter who can deliver high-quality texts helping your site soar - you can focus on what you do best with peace in mind.

Questions?

Please don’t hesitate to reach out to me or leave a comment below.