The Horsemanship Journey

Jan 11, 2023

Hi, Shane! I've put together a game plan for your website that will highlight the benefits of enrolling in a membership. This site requires several collections within a CMS as well as a seamless way to pay. CMS stands for "Content Management System". More on that below.

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Goals & objectives

Create a website that promotes your membership, store, and displays the benefits of improving your horsemanship and life skills.

Key Components of the Build

Some Website To Analyze

  • Current Site -
  • PPC - - Google Ads (also known as PPC) report is attached.
  • SEO Local -
  • SEO Organic -

I know some of these sites are not exactly what we are doing, but they are gaining traffic online with people who may be interested in a membership.

Site Pages

  • Home Page - Eye catching, overview of services, pushes to next step in the funnel (enrolling in a membership)
  • Shop - We can run a shop through a backend where you can update pricing, stock, etc.
  • Preview The Show - I like the idea of a 14 day free trial. We can talk about this strategy a bit further but this maybe a good model for that.
  • About - We can have pages for the people involved with The Horsemanship Journey to establish trust.
  • FAQ - Great for SEO.
  • Resources/Community - We can run a blog, video footage, and promote the podcast feed on this page.
  • Join Now - I would have this call to action in more spaces and more visible.
  • Login - Gated content for video footage
  • Contact - General contact page with CTA (possibly a scheduling system if that would be needed)
  • CMS For Modules - This will be the backend that holds all of our videos for paid members.
  • CMS For Podcast - This will be the backend that houses the podcast.
  • CMS For Blogs - This will be the backend that houses our blogs.

Micro Conversion For B2B (A resource or guide/free consult/etc.)

  • Remember the Yes Rule - Remember if people say yes once they are exponentially more likely to say yes again (same applies to no). It is important for the visitor’s first answer to be a yes.
  • Some examples could be offering the 14 day free trial
  • We can help develop out this strategy further, but we will build the site to encourage a goal or conversion.

Other Key Components

  • Lead Automation - We will have a viewer submit information and that data will go through to a CRM (customer relationship management) More information on lead automation below.
  • SEO Focused - We will build the website after detailed keyword research. We want to see what is being search and mold our website structure off of that.
  • I would add more contrast on the site in order to create calls to action.
  • I would cater more to education. I feel people will see the value in the offering more if we cater it as education>entertainment.
  • We can manage this system and the site for you at $189/month (This will also include your webhosting, backend, logins, etc.). If you bring the site inhouse you're looking at around 60 dollars a month to get the site up and going with a store, gated access, security, and web hosting fast enough to power the videos.
Part II - The Solution
The Solution

We will accomplish the above outline by developing the CMS collections that capitalize on each section of the site. We will have collections for both paid and free offerings. This will help the user experience and SEO down the line.

Content Management Systems (CMS)

CMS is typically used for enterprise content management and web content management. Our CMS will be used for the videos for our customers and specific services pages that will help with SEO. We want to be able to update this content seamlessly and easily edit after launch. The CMS will allow us to do that. I would design a webpage one time that gets populated dynamically by a database. This is important for scaling a website. The only way to do this in an SEO friendly and cost/time effective way is through a CMS.

For more information on CMS please view the section of this page labeled "Dynamic Content For a Dynamic World"

Tracking For Strong Analytics To Improve ROI

Development Includes the Following Integrations

Google Tag Manager, Analytics, & Social Pixels- Snippets of code to track valuable user data. This snippet of JavaScript collects demographics, performance data for your websites and ads, and other actionable data.

Full Story - Full Story is a tag that enables Google Tag Manager to capture visitors interactions with our website (Video Recording).

Automation For Scalability & Growth

Inquiry - I recommend using LeadConnectMD. With LeadConnect you are able to respond to all conversations on one dashboard (text, email, phone, etc), track "Click To Customer", and automate a large portion of digital business both on the marketing and operations end. You are able to automate your support ticket process, marketing efforts such as sending a welcome email, a newsletter, or an automated reminders for appointments. This is where we can use automation to save thousands of hours in time.

The cost of MD taking over the automations, CRM, and the website maintenance is $349/month (This will include everything you need to run your business online)

Investment overview
Cost of Development & Launch
Custom Back-End (CMS)
Tags, Analytics, and Pixel Integrations
Optimize For Search Results
Live Launch
Estimated Completion Date
February 17, 2023
Download Detailed Timeline
time for action
This Proposal Was Created By Brad Korer

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Thank you, Shane! We will be focused on creating a clean site that can convert clients and is built with SEO in mind.