Running an equestrian business is no easy feat. Whether you have a livery yard, riding school, dealing yard or stud, chances are your days are packed with horses, clients, and a never-ending list of jobs. So when it comes to your online presence, it often ends up at the bottom of the pile.
Here’s the thing though: your website and social media are often the first impression people get of your business. A great online presence can help you find new clients, sell more horses and build a strong reputation. A poor one can do the exact opposite.
I see so many equestrian businesses making the same mistakes online, so I thought it was time to put together a guide to help you avoid them. Here are the most common mistakes and what you can do instead.
1. Not Having a Website at All
This is a big one. So many equestrian businesses rely purely on Facebook or Instagram, thinking that’s enough. The problem? You don’t own your social media pages. If Facebook decides to shut your account down tomorrow, your business disappears with it.
A website is something you own. It’s your professional shop window online. People trust businesses with proper websites more than those without. Plus, a website makes it easy for people to find your contact details, learn about your services and see what you have to offer.
Quick fix: If you don’t have a website, get one. It doesn’t have to be anything fancy to start with. A clean, easy-to-navigate site with clear contact information and details of what you do will make a huge difference.
2. Outdated or Cluttered Websites
Maybe you do have a website, but when was the last time you looked at it through a customer’s eyes? So many equestrian sites look like they were built in 2009 and never updated. Tiny text, clashing colours, blurry photos and complicated menus are all too common.
Your website is there to make life easy for potential clients, not confuse them. If someone can’t find your phone number in two clicks, they’re probably heading back to Google to find someone else.
Quick fix: Modern websites don’t need to be complicated. Keep the design clean, use good quality images and make sure everything is easy to read on a phone (because most people will be browsing on mobile). Update your site regularly so it doesn’t look abandoned.
3. Not Showing Your Personality
People do business with people, not faceless brands. A common mistake I see is equestrian websites that feel cold and impersonal. No photos of the team, no story about how the business started, nothing that helps a potential client feel connected to you.
Quick fix: Add a bit of personality to your website. Share your story. Why did you start your business? What do you love about working with horses? Add some photos of you and your team. This helps build trust and makes people feel like they know you before they even pick up the phone.
4. Poor Quality Photos
This one really matters. If you’re selling horses or promoting your yard, photos can make or break a first impression. Dark, blurry or badly cropped pictures don’t show your horses at their best.
And yes, professional photography is brilliant, but if that’s not in your budget, you can still massively improve your photos with a bit of effort.
Quick fix: Use good natural light (avoid harsh midday sun), make sure the background is tidy and take the time to get your horse standing square. Clean tack, clean horse, clean yard – it all matters. If you can, learn a few basics about framing your shots so your photos look more polished.
5. Not Making It Easy to Contact You
You’d be amazed how many websites hide their contact details. Sometimes they’re buried three menus deep, or the only option is a Facebook message. That’s a problem. If someone is ready to book a lesson or come to view a horse, you want that to be as easy as possible.
Quick fix: Put your phone number and email address on every page, ideally at the top or bottom. If you use WhatsApp, add a click-to-chat button. Make it effortless for people to get in touch.
6. No Clear Call to Action
What do you want people to do when they visit your website? Book a lesson? Arrange a viewing? Sign up for livery? If you don’t make it clear, most people will just have a look around and leave.
Quick fix: Add clear calls to action on your pages. For example:
- “Book your first lesson today”
- “View our horses for sale”
- “Contact us for livery availability”
The easier you make it for someone to take the next step, the more likely they are to do it.
7. Neglecting Mobile Users
Most people browsing for horses or equestrian services are doing it on their phone. If your website isn’t mobile-friendly, it’s a huge turn-off. Text that’s too small, images that don’t load properly or menus that are impossible to use will send visitors running.
Quick fix: Make sure your website is responsive, which means it automatically adjusts to look good on any device. This isn’t something you need to stress about if you use a good modern website builder, but it’s worth checking how your site looks on a phone.
8. Forgetting About SEO (Search Engine Optimisation)
SEO might sound technical, but at its heart, it’s about making sure people can find you on Google. If your website doesn’t show up when someone searches “livery yard in [your area]” or “horses for sale near me”, you’re missing out on potential clients.
Quick fix: Start by making sure your site includes the right keywords. For example, if you run a riding school in Hampshire, your homepage should clearly say “Riding lessons in Hampshire” or “Hampshire riding school”. Add your location and services to your page titles and descriptions. It’s a simple step that makes a big difference.
9. Not Keeping It Updated
This is a classic. You see a website advertising “Summer 2019 special offers” or horses that were sold months ago. It instantly makes people wonder if the business is still running.
Quick fix: Set a reminder to check your website once a month. Update your photos, remove old offers and make sure everything is current. It doesn’t take long, but it keeps your business looking professional and trustworthy.
10. Ignoring Social Proof
Word of mouth is massive in the horse world, and the online equivalent is testimonials and reviews. If you’ve got happy clients, show that off. It builds trust and reassures new customers that you’re the real deal.
Quick fix: Ask your regular clients for a short review and pop it on your website. Add photos if you can (with their permission). Little things like “Jane has looked after my horse for three years and I wouldn’t go anywhere else” make a big impact.
Final Thoughts
Your online presence doesn’t have to be complicated or expensive, but it does need to be professional, up-to-date and easy to use. Avoid these common mistakes and you’ll be ahead of most equestrian businesses out there.
If you’d like some help getting your equestrian website looking sharp, that’s exactly what I do. Whether you need a full site build or just some advice on how to improve what you’ve got, I’d love to chat.
Your website should work as hard as you do – because your business deserves it.
