Case study
Country Trail Stables
Type : 
Web Design
goal : 
Improve online presence
duration : 
4 weeks

We assist an owner of a guided horseback riding service who was experiencing limited control over his businesses' online presence.


Country Trail Stables is a guided horseback riding service located on the outskirts of Omaha, Nebraska. During a guided horseback ride, the owner expressed his frustrations with his current online presence to us. The main issue was that his website was not able to be updated because the previous web-admin was no longer in the picture. There were frustrations with the information being displayed on sources like Google My Business, Bing Places, and Yelp. The owner had little to no control over his business's online presence.

After a brief consultation, we identified several issues with his current website that could be fixed. The most major problem was that his website was not mobile-friendly, so the majority of his users had trouble viewing his website on mobile devices. Another major problem was that his website was not search engine friendly, meaning that his website was not built in a way to rank his website on Google for search terms that his customer's search for. On top of all this, his business listings on Google, Bing, and Yelp were not claimed, meaning that he could not control what information was listed. We also noticed that his business did not have a strong visual brand which would make his business stand out from the rest and reflect the quality of his service.


Our approach involved taking control over every part of Country Trail Stable's online presence. On the owner's behalf, we took control of his domain name and his online business listings (Google My Business, Bing Places, and Yelp). As soon as the business listings were under control, we filled in his correct business information on each consistently. Doing this action alone greatly reduced confusion his customers would have about aspects of his business.

After that, we began planning and designing the rebuild for his website. We first performed keyword research and formulated a search engine optimization strategy. Once the keyword strategy was in place, we redesigned the navigation and flow of the website. We developed a lead generation strategy focused on the owner's preferred method of communication (his phone). We designed a new logo along with other brand assets to make his business memorable and iconic.

Once this was all developed we informed the owner that our research concluded that Google My Business was driving most of his business and that concentrating on gaining more reviews on Google would increase visibility to his customers.

Complete and accurate Google My Business listings get 7x more clicks than those missing information and are 70% more likely to attract location visits.

The results of this project went beyond expectations. Country Trail Stable's search rank is #1 on Google My Business and Google searches for the majority of horseback riding related keywords in the Omaha, Nebraska area. This ranking has sustained the #1 rank on many keywords for over six months. According to the owner, fewer customers call with questions and more customers call wanting to schedule a ride now.

The website has a simple, yet attractive design. The logo we created for Country Trail Stables builds authority and trust in customers. The logo is memorable and helps brand Country Trail Stables. The new website is easy to navigate and leads users into making a phone call.

#1 Keyword Search Ranks
Average CTR (Click-Through-Rate)
Average Phone Calls Generated Per Month (during busy season)

In conclusion, we created a solid foundation for Country Trail Stables to grow on. With that solid foundation, the owner has been able to create massive returns on his investment. We helped the owner take control of his business's online presence and establish authority and trust through our design.

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