ThisChicHasBigDreams Reining Mare

Project Scope: ThisChicHasBigDreams Reining Mare Website Creation

Client: Diamond Creek Ranch
Project Type: Custom Website Design, SEO Strategy, and Digital Infrastructure
Industry: NRHA Reining Horses, Breeding & Performance Programs

Project Overview:
Diamond Creek Ranch engaged me to design and build a new, modern website for ThisChicHasBigDreams, an elite NRHA reining mare with an accomplished show career and a growing breeding program. The goal was to create a site that elevated Charlotte’s brand, showcased her performance and offspring, and supported long-term growth through search engine optimization and streamlined lead generation.

The existing website lacked SEO structure, clarity around embryo opportunities, and a cohesive storytelling framework. This project required a full strategic rebuild rather than a surface-level redesign.

Objectives:
- Create a premium, StoryBrand-aligned website that positions This Chic Has Big Dreams as both a top competitor and proven producer
- Improve search visibility through SEO-rich content and technical optimization
- Streamline inquiries for embryo opportunities while maintaining an approval-based process
- Build scalable infrastructure for ongoing updates, news, and future features

Scope of Work:
- Website Strategy & Structure
- Full site architecture planning using StoryBrand principles
- Clear separation of performance content, breeding information, and news updates
- Conversion-focused user flow for embryo inquiries and stallion approval applications
- SEO-driven blog and news articles covering show results, foaling announcements, and major milestones
- Strategic keyword integration tailored to the reining and equine breeding industry
- Custom calls-to-action aligned with a premium, application-based breeding program
- SEO & Performance Optimization
- Keyword strategy and meta descriptions for every page
- Accessibility & Compliance (WCAG 2.1–aligned accessibility structure)
- Forms & Lead Management (Custom contact and breeding inquiry forms)

Services Highlighted:
Website Design • Brand Strategy • SEO • Copywriting • Accessibility Compliance • Equine Industry Marketing • Conversion Optimization