What sells your equine business and services? This is a question we often ask our clients, but which we just as often find that small and medium-sized equestrian businesses find it difficult to give an accurate answer to.

The answer is often that the equestrian business in question has several overlapping services, which entails that the price is variable and that their services are difficult to describe concisely. Here’s where it gets challenging.  How should potential customers be able to make a purchasing decision about something they cannot fathom the benefits of?

When long texts kill your sales

The solution to undefined services and products is unfortunately often: More text. As in a whole lot more text.  As a result, we often see landing pages with long, unfocused, confusing and sometimes drowsy texts, where you have scroll or search the page for a long time for information about what the company actually sells. The consumer attention span is incredibly short, yet the expectations are very high - your equine business has a short time to explain what your company sells and why potential clients and customers should choose you. In this situation long and unfocused texts are really a bad choice.

You might think that your equestrian clients and customers want to know something about you, the company's history, etc.? That may be true, but it does not belong on the landing pages of your services. Put yourself in the position of your customer and ask yourself if  you would want to spend several minutes reading through life stories to find out what services a certain equine business sells – seems a bit tedious right? This company story or personal narrative belongs under the 'about me section on a website or on a blog or something similar. A key copywriting tip: Shorten your texts significantly on the landing pages of your equine services or products so that the only focus is on answering customers' most central questions

Adressing your customers' most central questions

In order to make a razor-sharp landing page, you must be able to describe your equine services briefly and accurately. Therefore, you need to be able to answer the following questions: What does your equine business sell or offer? What do potential customers get out of buying your service? What do previous customers say about these services, and what does it cost? In order for it to be possible for you to answer these questions, you need to be crystal clear about which services your equine business actually sells.

 Exercise:

Here's how you do it:

Sit yourself down with a pencil and a piece of paper or a computer.

Write down the service(s) that your equine business sells / will sell and make a sharp division between them. Eg 1) equine massage and 2) dressage training or 1) horse boarding, 2) barn maintenance advice and 3) equine care and health advice.

Give each service a short and sweet name that explains what the particular service entails.

Build your landing pages according to your equine services, so that each landing page presents what you sell briefly and in an easy to understand laguage.