What I do for Cowboy & Co: Social media · Website copy & content · Website design & management · Google Ads
The situation
Luke knows dogs. He's worked with them for over a decade and trained them professionally for six years. He knows how to turn a reactive, leash-pulling handful into a dog you enjoy taking everywhere. He even had a company that managed Google Ads for him (his primary lead source). But what happens when you stop paying for ads? The leads stop too.
He wanted something that would build value over time, which meant his website needed to go beyond being just a digital brochure. It needed to communicate his value as a trainer and show up in searches when somebody in Richardson Googled "dog trainer near me."
Most importantly, it needed to start pulling its weight and be part of the online presence and authority-building trifecta of: owned, earned, and bought attention.
Sound familiar?
What changed
Luke brought me in to handle everything digital — so I rebuilt the site from the ground up with copy that matched his voice, written to rank and convert, launched Google Ads targeting local dog owners ready to commit, and took social media off Luke's plate so he could focus on the actual dogs.
I wrote every single page with a real person in mind, not just..."website visitor," but a dog owner who needed results. Whether they were frustrated at their dog's behavior (reactivity), wanted a new sport (mantrailing), have a disability (service dog), or had a new dog that needed some obedience (basic & advanced obedience). Depending on the type of training service, it was an owner who was frustrated and a little embarrassed, or needed specialty training. The copy meets them there — then walks them straight to Luke's booking page.
The blog content is doing its own heavy lifting too. Researched, written to answer real questions, and built to establish Luke as the go-to dog trainer in his area of DFW. A happy benefit to all this work is that the more quality content Google has to work with, the more likely they are to rank it higher and even include it in AI overviews.
The results
The new site went from zero search ranking to consistently placing in the top 15 within the first 30 days. And it's gradually climbing as Google crawls all the pages.
Better yet? The leads coming in are qualified. These aren't people who "might be interested someday." They've read Luke's story, they understand his approach, and they're ready to sign up for a free consultation. For Luke, that usually means they'll sign up for a training package. The site pre-sells and pre-qualifies for him.
That's the goal. Every time.
Services at a glance
Website copy & content · Blog writing · Google Ads management · Social media management · Ongoing site management
"Luke taught us a lot in working with our puppy — from basic to advanced in private sessions, then adding group sessions. So much fun." — Cowboy & Co client
Want results like this for your service business? Let's talk.
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