What I do for Cowboy & Co: Social media · Website copy & content · Website design & management · Paid Social
The situation
Luke knows dogs. He's worked with them for over a decade and trained them professionally since 2020. 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, but had zero online presence aside from a social media account. When all you have is small a social media account you post to as you have time, what happens when you stop paying for ads?
The leads stop coming in. He needed to build something lasting, that would increase in value as time went on.
That meant the one-page digital brochure at his domain name needed to evolve from something that Google completely ignored into a platform that attracted the right clients. It needed to communicate his value as a trainer and show up in searches when somebody in Richardson or Garland 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
I rebuilt the site from the ground up with a new design, structure that makes sense to humans (which also made Google happy) and copy that matched his voice. Everything was crafted to rank and convert, but also show up in AI overviews and ChatGPT when somebody asked about dog trainers. We 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 and their humans.
I wrote every single page with a real person in mind, not just..."website visitor," but a dog owner who had a problem Luke could solve. Whether they were frustrated because of their dog's bad behavior around others, wanted a new scent work sport, have a disability and need a service dog trained, or had a new dog that needed obedience training. Each service has a different person looking for it. They're not all frustrated and they don't all have service work-ready dogs.
The copy meets them exactly where they are — then walks them straight into Luke's booking page.
The blog content is doing its job too. Researched, written to answer real questions — just like Luke would answer them — and built to establish him 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.
Logo Design
Luke's original logo was one he used AI to design and then modified so it wasn't so obviously AI. His goal was always a custom logo, but didn't feel he could afford it.
When you're in a competitive market like dog training, you can't afford to look like everyone else.
So I took care of the logo for him in June 2026, and we're transitioning gradually so his fans and clients aren't caught off guard.
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. Of course he moved recently, having bought his first home with his partner, so some of the geographic targeting is changing. But his site still shows up where it needs to.
Better yet? The leads coming in are qualified. These are people who have read Luke's story, understand his approach, and they're ready to sign up for a 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 · Paid Ads management · Social media management · Ongoing site management · Logo Redesign
"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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