In today’s digital world, how your horse business shows up online is just as important as how you show up at a horse show, lesson, or tack sale. People want to know who they’re doing business with—before they book a call, schedule a lesson, or buy your product.

And here’s the hard truth: if your online presence is empty or outdated, potential clients will move on without saying a word.

Why You Need to Show Up Before the Sales Call

Imagine this: a parent hears about your riding school. A fellow trainer refers someone to your sales program. Or maybe a horse-crazy shopper finds your tack shop on Instagram. They’re curious, but they’re not ready to reach out just yet.

What do they do next?
They Google you.
They check your website.
They look at your socials.

They’re not just trying to find your hours or location—they’re looking for proof:

• Are you reputable?
  
• Are you active in the community?
  
• Are other people engaging with you?
  
• Do you look like someone they can trust with their child, their horse, or their money?

   

If they can’t find any of that—they bounce.

And that means you’re losing business before you even get a chance to talk.

What Prospects Are Looking For

When someone checks you out online, they’re asking themselves a few key questions:

• Is this a high-quality, professional operation?
  
• Can I trust this person with my horse or my money?
  
• Do they know what they’re doing?
  
• Are they active and engaged in the horse world?
  
• Do they show effort and care in how they present themselves?
  
• Will I be safe (or successful) working with them?

   

It doesn’t matter how good your program, barn, or product is—if you look invisible or outdated online, people will assume you don’t take your business seriously.

And if you don’t take yourself seriously, why should they?

Your Trust Checklist (A.K.A. “What to Fix Now”)

If you’re ready to start showing up like a pro and turning curious scrollers into loyal clients, here’s your starting point:

1. Create educational videos
   Share riding tips, horse care advice, product demos, or “day in the life” barn content. It doesn’t need to be fancy—just real and helpful.

    

2. Post to multiple platforms
   Share your content on Facebook, Instagram, YouTube, and TikTok. Your next best client might be watching!

    

3. Add a personal intro video to your website
   This should include:

    

   • Who you are and your background

      

   • What your business offers and why it’s special

      

   • Success stories or examples

      

   • Common FAQs

      

4. Document your work
   Show off your lesson students, sale horses, tack collections, or farm improvements. Case studies and before/after transformations are gold.

    

5. Write helpful posts regularly
   Use Facebook and Instagram to post riding tips, product spotlights, and behind-the-scenes updates. Build a relationship through your content.

    

6. Network visibly
   Tag other horse businesses, comment on community posts, and collaborate with other equestrian pros. It shows you’re connected and respected.

    

Stop Hiding—Start Leading

You might think your marketing isn’t working because your ads aren’t good, or people “just aren’t clicking.” But chances are—it’s a trust problem.

People can’t trust what they can’t see.

If your online presence is blank, quiet, or just a basic template site with a logo and phone number, you’re missing the chance to show people that you are the real deal.

Show up. Speak up. Share your knowledge. You don’t need to be flashy—just helpful, visible, and real.

Because the people who trust you will buy from you. And the people who can’t find you? They’ll keep scrolling.

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Go to https://kristinaderby.com for more horse business marketing education.

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